Alluna Motel in Armidale is undergoing a reimagining under the Choice Hotels Asia-Pac umbrella to transform it into a stylish, relaxing retreat.
Extensive renovations are set to commence early next year, with the intention of re-opening mid-2025 as part of Choice Hotels’ upscale Ascend Hotel Collection, a selection of soft-branded independent boutique, historic, and resort hotels.
“We’re excited to bring something new and fresh to Armidale,” Armidale local and hotel operator, Phill Mitchell, said. “We want to create an experience, so people leave feeling like they want to come back. There’s nothing like the wellness centre and bathhouse and it will give locals and visitors a new way to unwind.
“This motel is a key part of the broader economic growth in Armidale and the surrounding New England region. The property’s proximity to New England’s renewable energy zones means it is well-positioned to cater to the influx of workers in the area, as well as leisure guests.”
The family’s previous Armidale property, which changed hands in 2023, enjoyed business success within the Choice Hotels portfolio, so joining Choice Hotels with Alluna was an easy decision.
Hot on the heels of M&G Hotel Group introducing two new properties with Choice Hotels, and current Choice Hotels franchisees Chris and Olivia Taylor launching Bokarina Beach Apartments alongside their existing hotel, First Light Mooloolaba, the Mitchells are the third Australian franchisee this year returning to Choice Hotels to build their business.
“Having worked with Choice in the past to successfully grow our previous regional property, we were eager to re-enter the hotel market with Choice,” Phill Mitchell added. “Being part of Choice Hotels gave us access to corporate markets in regional areas, something we couldn’t do alone. Business advice and support, especially through tough times, including during COVID, was also a big plus.”
“The Mitchell’s decision to return to Choice Hotels is a great example of the enduring value of our franchise system, which provides franchisees with the tools and support needed to help succeed in the fast-evolving hospitality landscape,” Choice Hotels Asia-Pac CEO, Trent Fraser, said.
“It’s all about being in business for yourself, but not by yourself. Our extended team, from marketing to revenue management, our suite of proprietary cloud-based systems, our award-winning Choice Privileges loyalty program, and everything in between, provide franchisees all of the resources and expertise they need to help succeed.”
Mitchell and his team are keen to tap into Choice Hotels’ extensive national sales and marketing reach to help grow the hotel’s visibility and attract new guests.
“The corporate market is key, and Choice Hotels’ network helps us secure bookings from larger national organisations, which is crucial in a regional setting like Armidale,” Mitchell said.
Mitchell also gave credit to Choice Hotels’ leadership network as a valuable source of information, ideas and best-practice sharing.
“Having Regional Leaders and market visits by Choice Hotels’ team means you can bounce ideas around, providing that extra support to succeed,” he said. “It helps to have someone from within the industry to help grow your business and provide advice on areas of improvement and industry benchmarking.”
The renovation plans for Alluna Motel, tentatively scheduled for completion in mid-2025, includes both cosmetic updates and the introduction of a wellness centre. Updating the classic property makes it an appealing option for both corporate and leisure travellers, with several rooms capable of accommodating small families or groups.
The corporate market is key, and Choice Hotels’ network helps us secure bookings from larger national organisations, which is crucial in a regional setting like Armidale
The property’s retro swimming pool will be maintained, while the rooms will be overhauled to reflect a mid-century modern aesthetic, with updated furnishings and curated vintage crockery sourced from local op shops.
“We want to highlight a regional look through a neutral colour palette and the introduction of wood and texture in the rooms, while at the same time tapping into a 70s-inspired, mid-century look with curves and vertical tiles,” Phill Mitchell added.
In addition to the room renovations, the wellness offering being introduced features hot and cold therapy areas and a bathhouse inspired by the latest designer trends. The wellness facilities will be accessible to the public and elevates the overall accommodation offering, drawing in guests in search of relaxation and rejuvenation.
“Having multiple franchisees re-enter and expand within our network highlights the strength of the Choice Hotels’ system,” Trent Fraser added. “This showcases the power of our franchise model, which provides business owners with the tools they need to succeed independently, while being part of a broader community of hotel owners and leveraging the power of the Choice Hotels brand.”
Feature image: A view of the bedroom from the Alluna mood board.
