In one of Australia’s largest hotel management portfolio agreement deals for over a decade, Salter Brothers has announced that its portfolio of hotels, acquired as part of the recent Travelodge acquisition, will be joining the global hotel giant Accor at the start of the 2023 financial year.
The management agreement, which includes an industry-leading link to ESG outcomes, will see its hotels (2000+ rooms) rebranded to ibis Styles, Mercure and Novotel hotels when they join the 340+ Accor network of hotels, apartments and resorts across Australia.
Paul Salter, Managing Director of Salter Brothers confirmed that the signing was an exciting milestone for the Group. “We are delighted to be partnering with Accor for the operation of this acquired portfolio, which will include rebranding the hotels to leading ibis Styles, Mercure and Novotel brands, and welcome Accor’s commitment to an Australian first innovative ESG linked management agreement.”
“Both Salter Brothers and Accor are committed to leading the way with ESG hotel benchmarks and our agreement will see us working together to structure performance against targets, which are linked to commercial outcomes. This may include targets such as green energy procurement, waste and energy, water reduction and diversity.”
“This agreement will not only lead to a high quality experience for our customers, who will benefit from Accor’s commitment to operating excellence and focus on the guest, but also our partners, investors and the industry as a whole as it drives value and fuels sustainable outcomes. The domestic travel market is showing very promising signs of recovery, and we believe that with our major refurbishment program in the properties and Accor as our partner under this innovative approach to management, we can take full advantage of this opportunity,” Paul Salter commented.
Accor Pacific Chief Executive Officer, Sarah Derry, said that by partnering with Accor, Salter Brothers would have access to Accor’s powerful distribution engine and realise the benefits of strong customer demand through Accor’s award-winning lifestyle loyalty program, ALL – Accor Live Limitless, along with significant extended benefits created by Accor’s major strategic partnerships with Accor Stadium and Qantas.
“We are delighted to be adding these great hotels to our growing portfolio; it brings new opportunities for our people, partners and guests. Expanding our footprint with these incredible properties will bring more choice for our customers and realise significant commercial benefits for Salter Brothers. Tourism is critical to the economic growth of our region and future job creation,” Ms. Derry said.
The deal is Accor’s largest integration since its $1.2 billion acquisition of Mantra Group in 2018, which brought the Art Series, Peppers, Mantra and BreakFree brands under Accor. Nine of the properties will become Mercure hotels, growing Mercure from 44 properties in Australia to 53, making Mercure the largest and fastest growing global mid-scale brand in Australia with more than 50 hotels.
Ms Derry commented, “The Salter Brothers integration is the latest chapter in Accor’s strong growth story in the Pacific region. These hotels are located in amazing central city locations and the best metropolitan areas and we are working with Salter Brothers to reinvigorate the portfolio, setting them up for success with the next generation of travellers and signalling our confidence in the return of corporate travel.”
From luxury to economy, Accor has more than 340 hotels, resorts and apartments to choose from in Australia, including international brands such as Sofitel, MGallery, Art Series, Pullman, Swissôtel, Mövenpick, Grand Mercure, Peppers, The Sebel, Mantra, Novotel, Mercure, Tribe, BreakFree, ibis, ibis Styles and ibis Budget.
ABOUT SALTER BROTHERS
Salter Brothers is an Australian-owned global funds management business with a focus on hotels, property, private equity and credit, with group assets under management of almost $2 billion. The company’s hotel platform was formed in December 2015 and has established a track record of acquiring, developing and managing high quality hotel assets across Australia and the USA, with its associated portfolio entities currently comprising over 2,400 hotel rooms across 8 hotels, with asset value exceeding $1 billion. www.salterbrothers.com
About Accor, a world-leading hospitality group
Accor is a world leading hospitality group consisting of 5,300 properties and 10,000 food and beverage venues throughout 110 countries. The group has one of the industry's most diverse and fully-integrated hospitality ecosystems encompassing more than 40 luxury, premium, midscale and economy hotel brands, entertainment and nightlife venues, restaurants and bars, branded private residences, shared accommodation properties, concierge services, co-working spaces and more. Accor's unmatched position in lifestyle hospitality – one of the fastest growing categories in the industry – is led by Ennismore, a joint venture, which Accor holds a majority shareholding. Ennismore is a creative hospitality company with a global collective of entrepreneurial and founder-built brands with purpose at their heart. Accor boasts an unrivalled portfolio of distinctive brands and more than 230,000 team members worldwide. Members benefit from the company's comprehensive loyalty program – ALL – Accor Live Limitless – a daily lifestyle companion that provides access to a wide variety of rewards, services and experiences. Through its global sustainability commitments (such as achieving Net Zero Carbon emissions by 2050, global elimination of single use plastics in its hotels' guest experience, etc.), Accor Solidarity, RiiSE and ALL Heartist Fund initiatives, the Group is focused on driving positive action through business ethics, responsible tourism, environmental sustainability, community engagement, diversity and inclusivity. Founded in 1967, Accor SA is headquartered in France and publicly listed on the Euronext Paris Stock Exchange (ISIN code: FR0000120404) and on the OTC Market (Ticket: ACCYY) in the United States. For more information visit group.accor.com or follow Accor on Twitter, Facebook, LinkedIn, and Instagram.