QT Hotels is optimistic its explosion onto the hotel landscape will help stimulate further hotel development in Australia.
The fledgling brand, owned by Amalgamated Holdings Limited (AHL), will open its Sydney flagship hotel in September, its third property in under 12 months.
AHL managing director David Seargeant told Travel Today the rapid expansion demonstrated AHL’s confidence in QT’s “hip, designer” proposition which filled a big gap in the Australian market.
“Especially at a time when there are virtually no new hotel developments,” he said, insisting there was still strong demand.
Seargeant revealed the aim was to create a “very strong brand presence” with the first three properties, in order to stimulate interest among developers, resulting in management opportunities for QT.
He also outlined plans for a Melbourne QT, to be a redevelopment of AHL’s cinema property on Russell Street, although there is no completion date in mind as yet for the project.
Meanwhile, he revealed it hadn’t been an easy ride for QT Gold Coast in Surfers Paradise, which opened last October and has been fully operational since January.
“Accommodation demand on the Gold Coast is a little soft,” he admitted.
But he said the firm was working hard at marketing, collaborating with bodies such as Tourism Queensland whilst also taking a direct approach, with social media a particular focus.
“We’re targeting a younger demographic,” he said. “And design hotels generally appeal to people from creative backgrounds that are in tune with social media.”
The firm will also start “aggressively” marketing the Sydney property from mid-July.
