Salter Brothers has shared that its portfolio of hotels will be merging with the global giant Accor at the beginning of the 2023 financial year. The management agreement boasts the title of one of the largest hotel management portfolio agreement deals in Australia for over a decade.
The agreement will see hotels rebranded to ibis Styles, Mercure and Novotel hotels when they officially become a part of the Accor family, which currently features a network of more than 340 hotels, apartments and resorts across Australia.
According to Paul Salter, Managing Director of Salter Brothers, the signing of the deal marks a key milestone for the business.
“Both Salter Brothers and Accor are committed to leading the way with ESG hotel benchmarks and our agreement will see us working together to structure performance against targets, which are linked to commercial outcomes. This may include targets such as green energy procurement, waste and energy, water reduction and diversity,” explained Salter.
Currently, the domestic travel market has shown signs of post-pandemic recovery, and Salter Brothers have planned to take advantage of this opportunity via its refurbishment program in the properties hand in hand with its new partner, Accor.
The partnership will offer Salter Brothers access to Accor’s powerful distribution engine and gain benefits of high consumer demand through Accor’s award-winning lifestyle loyalty program, ALL.
“The Salter Brothers integration is the latest chapter in Accor’s strong growth story in the Pacific region”, said Sarah Derry, Accor Pacific Chief Executive Officer. “These hotels are located in amazing central city locations and the best metropolitan areas and we are working with Salter Brothers to reinvigorate the portfolio, setting them up for success with the next generation of travellers and signalling our confidence in the return of corporate travel.”