Major events shape Accor success as new openings promise even more

Taylor Swift Eras Tour - Accor Stadium, Sydney on February 23, 2024. Photo by Phil Hillyard

(Image Supplied for Editorial Use only - Phil Hillyard / Venues NSW - **NO ON SALES** - ©Phil Hillyard )

Edited by Travel Weekly

Accor invited a media group to the new Hotel Woolstore 1888 to celebrate an extraordinary year in the Pacific marked by dynamic growth, sustainability milestones and unforgettable events.

Hotel Woolstore 1888. (Supplied)

Accor’s expansion in the Pacific

Accor continues to expand its portfolio in Australia with some key openings over the past year, including the dual-branded Novotel and ibis Styles Melbourne Airport which opened in July 2024. Inspired by the natural beauty of regional Victoria, Novotel Melbourne Airport (248 rooms) provides a serene sanctuary, while ibis Styles Melbourne Airport (216 rooms) reflects Melbourne’s urban vibrancy with a playful and personal design. Further north, the 32-room Peppers Gladstone has set a new standard in regional hospitality, as the first new hotel development in the Gladstone region in over a decade.

“Our growth in the Pacific this year reflects Accor’s dedication to shaping meaningful experiences through exceptional hospitality,” Accor COO in the Pacific Adrian Williams said.

“From opening transformative new hotels and expanding brands like Handwritten Collection, to achieving sustainability milestones and hosting unforgettable events at Accor Stadium, we are redefining what it means to connect people and places. As we look ahead to 2025, we remain committed to driving innovation, supporting local economies, and creating moments that inspire and unite.”

In August 2024, Ennismore, a global collective of entrepreneurial and founder-built brands in which Accor owns a majority share, announced its plans to bring The Hoxton brand to Melbourne’s Cremorne neighbourhood, with a debut set for 2027.

In June 2024, Hotel Woolstore 1888, Sydney joined the Handwritten Collection, marking another milestone for this fast-growing brand in the Pacific. Standing as a beacon of individuality in the increasingly crowded hospitality space, Handwritten Collection’s properties embody the essence of stylish and inviting homes, welcoming guests into a world of charm and personality where the unique character of each destination shines through in every detail.

With three Handwritten Collection hotels now open in Australia, also including Hotel Morris Sydney and Wonil Hotel Perth, the brand has quickly gained momentum since its launch in 2023, with occupancy rates climbing 8 percentage points in Australia during the past three months compared with the same period last year. Accor intends to accelerate the brand’s expansion in Australasia over the coming years.

Also this year, Accor announced that two new Pullman hotels will join the collection in 2027 – Pullman Perth Airport and Pullman Launceston. Pullman remains the largest and fastest growing premium brand in the market.

Perth Airport partners with Accor for first airport hotel

Key openings shaping Accor’s future

Accor’s expansion in Australasia continues in 2025, with Novotel Sydney Cabramatta leading the charge. Located 30km southwest of Sydney’s CBD, this 140-room hotel promises a diverse culinary experience, featuring an all-day dining restaurant, an Asian-inspired eatery, and a signature steakhouse by Dany Karam. Guests can also enjoy a range of facilities including a gymnasium, outdoor pool, poolside bar, and a business lounge, positioning Novotel Sydney Cabramatta as an ideal destination for both families and business travellers.

Across the Tasman, TRIBE will make its debut in New Zealand with the opening of TRIBE Auckland Fort Street. Located in Auckland’s bustling Central Business District, this 60-room hotel combines smart rooms with a stylish social hub and lobby bar, perfect for work and play. Its prime location near Britomart and Commercial Bay positions it as a top choice for modern travellers seeking social spaces, connectivity and great design.

As lifestyle and design-led brands continue to thrive in the Australasian market, Ennismore is set to debut three flagship brands in Australia next year. Sydney will welcome 25hours Hotel The Olympia, a vibrant playground for locals and travellers alike; the Mondrian Gold Coast Hotel & Residences at Burleigh Heads will blend luxury living with coastal flair; and Hyde Perth will redefine the city’s lifestyle scene with its signature fusion of nightlife and hospitality.

Hosting the nation’s biggest moments

Accor Stadium hosted a series of unmissable events in 2024 that united the nation and ignited the tourism economy. From the electrifying NRL and NRLW Grand Finals to record-breaking concerts by global superstars, Accor Stadium continues to bring world-class experiences to life. Taylor Swift’s The Eras Tour and Coldplay’s Music of the Spheres World Tour collectively welcomed over 660,000 fans, driving an unprecedented surge in hotel bookings across Greater Sydney. These iconic events showcased the stadium’s capacity to fuel tourism and boost local economies. In 2025, Luke Combs, Oasis, Metallica, Race of Champions, State of Origin and Juicy Fest are just some of the major events announced at Accor Stadium so far.

Certified impact: raising the bar

Accor is proud to announce a major milestone in its sustainability journey in Australia with 150 hotels now certified by Ecotourism Australia.

Accor has embedded rigorous sustainability practices across its portfolio in partnership with Ecotourism Australia, meeting over 200 key indicators aligned with global best standards. The certified properties span all states and territories, showcasing innovative and impactful sustainability initiatives. With periodic independent audits ensuring continued excellence, this milestone sets the stage for Accor to drive further positive change and lead the hospitality sector toward a greener future. Accor is committed to contributing to carbon neutrality by 2050, in line with the Paris Agreement.

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accor Adrian Williams