New hotel network prepares for Australian launch
Alpha Hotels & Resorts has confirmed it will enter the Australian market at the start of 2014, signalling its intention to develop a “significant Australian footprint” of upper and midscale properties in a variety of CBD, urban and resort areas.
Founded by former Constellation Hotels boss Jonathan Wooller, the firm will debut with the opening of Alpha Canberra in Tuggerangong on February 1, formerly a Country Comfort. The property is currently undergoing a $2 million dollar renovation of its public areas ahead of its launch, with its 100 rooms to be refreshed in early 2014. It will be managed by Wooller’s managing partner Bruce Holliday.
It will be followed by the launch of Alpha Eastern Creek in Western Sydney, formerly a Chifley, on March 1 following its ongoing $8 million transformation, with the 51-room newbuild Alpha Mosaic Brisbane to open in Fortitude Valley in April.
All three properties will be owned and managed by the company – a partnership between Wooller, Holliday and an anonymous silent partner. Alpha is also the majority owner of the Diamant Hotel in Sydney’s Potts Point.
While the firm will continue to seek out new investment opportunities, management deals and a brand licensing models will form important pillars of the company's growth strategy, Wooller told Travel Today.
"Our broad strategy has been to launch the business and settle down our core assets and then we will look to invite folk to join the network in 2014," he said. "We are actively looking for owners that would like to join a fresh new hospitality brand in Australia"
Primarily focused on the business traveller, the hotels will sit at around the four star or four and a half star mark and will offer a "fresh and modern" look.
"Our upper midscale hotels in Canberra, Eastern Creek and Brisbane will wear the bold new Alpha branding but will have their own local focus and personality shaped by the requirements of their customers,” Wooller said.
“The style, facilities and food will be unique to each hotel and will complement its local environs, however the customer journey and service experience will be 100% aligned with Alpha standards which will be backed by our money back guarantee".
Although growth is in its sights, Alpha refuses to "beat its chest" about its future plans, preferring instead to adopt a "lower key approach", according to Wooller.
"We’d like to be significant player in Australia but we also want to be a long-term player that deals in quality products, in quality locations with quality partners – and that takes time," he said.
Take a look at Alpha Eastern Creek below:
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