Two of Sydney’s established city hotels are to undergo a transformation, as Accor completes a round of contract renewals that ensure its future growth in the Australian market.
The refurbishment of the Novotel Sydney Parramatta and Mercure Sydney Parramatta will involve landlord Silversea Investments, and new third party manager Trilogy Hotels. The properties stand to benefit from the opening in 2026 of the new Western Sydney airport nearby. Silversea will invest in the property upgrades, in return for which Accor has committed to a long term franchise agreement.
A leading player in Australia
As a leading hotel group in Australia, Accor has more than 350 hotels across the country offering accommmodation for travellers from economy to luxury tiers. New partnership agreements have been signed for more than 40 hotels, confirming Accor’s strong relationship with key property owners.
Among other properties, Accor recently extended its contract at the five star Sofitel Noosa Pacific Resort on the Sunshine Coast. Again, the agreement comes with a commitment from the property’s owners to renovate the hotel.
“While owners may initially be attracted to Accor because of the strength of our global brands, loyalty and distribution channels, the level of local on-the-ground support has been an equally powerful incentive for owners to renew partnership agreements with us,” said Adrian Williams, chief operating officer for Accor’s premium, midscale and economy brands across the Pacific region. “a feature of our outstanding relationships with owners is our commitment to ensure their hotels remain at the forefront of the market through elevated guest services, facilities and satisfaction.”
For newcomer to the market Trilogy, the addition of the two Silversea properties comes as the company gains early momentum, and builds on a relationship quickly established with the property owner. Already, the pair are working together to upgrade two other assets, Crowne Plaza Macquarie Park and the Holiday Inn Sydney Airport, which is being upgraded to the Crowne Plaza brand.
Working alongside Trilogy
Founded in 2023 by three industry veterans, the group has quickly grown its portfolio to ten hotels under management. The latest additions of the Novotel and Mercure Parramatta come alongside a third addition, the Leura Gardens Resort. Leura Gardens is a 93 room boutique hotel recently acquired by seasoned Australian hotel investor the Schwartz Family Company. The Blue Mountains destination has extensive gardens, and will remain an independently branded hotel under Trilogy’s management.
Accor continues to grow its Australia portfolio, in locations across the country. New additions on the way include Mantra and Peppers branded hotels in Gladstone, on the coast north of Brisbane, both due to open in late 2024. In Campbelltown, south of Sydney, a new 200 room Mercure is in planning and should complete for launch in early 2026. A year later, the group will add to its presence on the island of Tasmania, with a Pullman hotel to be created by the imaginative conversion of a heritage educational building in Launceston.
