Industry Update
Press Release 3 December 2019

Next Story Group Launches Ink Hotels Brand

share this article
1 min
SilverNeedle Hospitality

Melbourne - International hospitality company Next Story Group marks the addition of Ink Hotels to its brand portfolio with the opening of Ink Hotel Melbourne Southbank. Located at 167 City Road in the heart of Melbourne's hip waterfront hub, the recently acquired new-build hotel bears the hallmarks of the new Ink Hotels brand which is on track to open its second hotel in Singapore in 2021.


"Ink Hotels is a compelling brand that resonates with travellers with a Gen Z mindset. It is a great addition that strengthens Next Story Group's brand portfolio which will boost our expansion plans," said Darren Edmonstone, Chief Executive Officer of Next Hotels & Resorts. "Our differentiated brand portfolio enables us to have the right brands in the right locations and to capture key segments in our key markets, including Australia and South East Asia, where we are continuing to drive strong strategic growth."

The Ink Hotels brand believes that life is better when we colour outside the lines and do things differently. Ink hotels are vibrant, playful and comfortable places to stay and hang out with locals and travellers. They are designed to host, connect and inspire a new wave of curious, plugged-in explorers who thrive on new experiences. Environmentally and socially conscious, the Ink brand focuses on funky design built around a common area that is inclusive. Its service vibe is big on personality, delivered by an engaged team of hosts. Ink delivers genuine value and guests can expect excellent quality when it comes to the things that really matter.

The Ink Hotels brand features:

  • Urban Commons which are social public spaces for guests to chill, dine, work or hang out with fellow travellers
  • Super Comfy Vibes that make guests feel at home through relaxed service and design
  • Value Where It Counts with honest prices and great quality where it matters most to our guests
  • Funked-up Eccentrics that prove we are big on personality and style, and do things differently

Ink Hotel Melbourne Southbank is a 15-storey, 162-room hotel, ideally located in the Southbank precinct. It provides opportunities to its guests to connect and enjoy Melbourne City which offers a year-round social, sporting art and cultural event calendar. It is close to Melbourne's CBD and is within walking distance to Melbourne Convention Centre and Southbank's restaurants, art galleries, entertainment and sporting venues.

The hotel features a fun and playful design which creates many Instagram moments for its guests. Its striking lobby artwork was created by Blender Studio and showcases colourful and funky murals. Against this backdrop is an inclusive, casual social space where guests can hang out to chill, work or connect with fellow travellers and locals. The guest rooms have walls adorned with art, designed and customised by New York-based Australian artist Brolga.

Ink Hotel Melbourne Southbank, like its guests, is environmentally and socially conscious. It adopts a sustainable approach to amenities which guests can appreciate. Australian-made Metis bathroom amenities include refillable pump bottles that eliminate the need for single-use toiletries. Sparkling and still water dispensers in public spaces enable guests to fill up reusable bottles on their way out, hence reducing plastic bottle usage. It serves Streat coffee and each cup of coffee sold goes towards training and education programme organised by Streat which supports disadvantaged youth.

To ensure guests have meaningful connections in and to Melbourne, the hotel's engaging and friendly hosts are always on hand to share their experiences and recommendations. While staying at the hotel, guests can enjoy tasty bites, great Victorian wines and beers and cocktails at the hotel's Kitchen & Bar. Its Grab & Go selection of snacks are available 24/7.

Related Brand

Ink Hotels

Ink Hotels has a definitive way of looking at the world; we don’t see everyone as the same. And we love that. Ink is all about a new wave of curious explorers, seeking out our beloved cities…..and some of their best-kept secrets.
brand information
Other Brands operated by Next Story Group
Chifley Hotels
Country Comfort
NEXT Hotels
Sage Hotels
Sundowner Inns

About Next Story Group

Next Story Group designs, manages and markets hotels and blended lifestyle space. Seeing each real estate asset as a living ecosystem, the group optimises each space's design and performance based on customer demand. With experienced leaders in design, marketing, operations and emerging technologies, Next Story Group adopts a holistic approach to each space it manages, futureproofing its owners' investments. The group's brands include Next Hotels & Resorts, Kafnu, Brand Karma and Virsa. For more

Latest News