Accor pushes into local market

The Accor Hotel Group is continuing its expansion into the Western Australian market with the four-star Sanctuary Golf Resort in Bunbury joining Accor’s All Seasons brand.

The group, which has 14 hotels in WA, also recently announced the re-branding of the 53-room Emerald Colonial Lodge in Margaret River as the All Seasons Margaret River.

This follows the $13 million Accor has spent on refurbishments at two of its CBD hotels – the Novotel Langley Perth and Mercure Hotel Perth.

In addition, the group bought Basildene Manor in Margaret River for $4.5 million, with the same amount set aside for extensions, and an 8,000 square metre site of land adjacent to the Accor-owned Novotel Vines Resort in the Swan Valley for $1.2 million.

The site will be developed into a $12 million facility.

Accor is using the purchases to launch its Accor Premiere Vacation Club (APVC) time-share product in Western Australia.

Accor Asia Pacific Managing Director, Michael Issenberg, welcomed the signing of the hotel to the group’s Australian network.

“Accor is continually looking to grow its presence in such a burgeoning area of Western Australia. The addition of All Seasons Margaret River and now the All Seasons Sanctuary Golf Resort will provide further holiday options for our Advantage Plus loyalty club members and, in turn, increase interest in the region,” Mr Issenberg said.

The All Seasons Sanctuary Golf Resort consists of 38 apartment-style units and suites.

Sanctuary Golf Resort general manager Mark Adams said the All Seasons branding would help attract new guests to the hotel while ensuring an increased level of service to existing customers. 

 “Bunbury is well known as ‘city of the south’ and provides the ideal mix of a coastal getaway with all the facilities of a modern day major city,” he said.

 “The alliance with Accor provides the best of both worlds for the hotel, combining local management expertise with Accor’s national and international branding, sales, marketing and reservations support.”

Accor has 4,000 hotels in 92 countries and runs hotels and resorts in Australia and New Zealand under Sofitel, Novotel, Mercure, All Seasons, Ibis and Formule 1 brands.