Accor unveils luxury brand plan for Melbourne

Accor is growing its luxury portfolio in Australia, with the debut of the SO/Hotels & Resorts luxury brand in Melbourne.

Slated to open in 2023, SO/Melbourne is set to be a bold and fashionable designer hotel in a prime CBD position overlooking Flagstaff Gardens.

It will be the first SO/ branded hotel for Australia and second in the region after  the Auckland venue.

SO/ Hotels & Resorts is one of the fastest-growing lifestyle brands in Accor’s luxury portfolio.

Simon McGrath, chief operating officer Pacific, Accor, said “The demand for quality luxury hotels is at an all-time high, so the timing is right to introduce Australia to the audacious and fashionable SO/ Hotel brand.

“Guests today are looking for travel experiences that excite the senses and they want to stay in places where they feel connected to the heart of their destination. We look forward to opening this exciting flagship hotel in 2023,”  he said.

Tapping into accommodation trends, this hotel will sit as part of a mixed-use development including 20,000sqm of office and co-working space.

The project is part of a multimillion-dollar mixed-use urban regeneration project across two towers and a podium comprising a luxury lifestyle hotel, commercial workspace and a high-end ground floor retail space.

An existing heritage building will be retained and incorporated into the lower level design to reflect the diverse history of the site.

The new hotel will include 288 avant-garde guestrooms and suites, some with outdoor terraces, combined with exceptional signature services, social events and opulent experiences.

Sky gardens and lush landscaping interiors will be a part of the design.

Wellness facilities will include a spa, fitness centre and swimming pool.

Last year the mid-market Quest Apartment Hotels opened accommodation in a $7.5m mixed-use development and confirmed recently its shifting strategy to site new hotels in retail spots in emerging suburbs.