Salter Brothers hotel portfolio to join Accor

(L-R) Paul Salter & Sarah Derry.

Salter Brothers has announced that its portfolio of hotels will be joining Accor at the start of the 2023 financial year.

The agreement will see Salter Brothers hotels, acquired as part of the recent Travelodge acquisition, rebranded to ibis Styles, Mercure and Novotel hotels when they join the Accor network across Australia.

“We are delighted to be partnering with Accor for the operation of this acquired portfolio, which will include rebranding the hotels to leading ibis Styles, Mercure and Novotel brands, and welcome Accor’s commitment to an Australian first innovative ESG linked management agreement,” said Paul Salter, managing director of Salter Brothers.

“The domestic travel market is showing very promising signs of recovery, and we believe that with our major refurbishment program in the properties and Accor as our partner under this innovative approach to management, we can take full advantage of this opportunity.”

Accor Pacific CEO Sarah Derry said the agreement brings new opportunities for the company and its guests.

“Expanding our footprint with these incredible properties will bring more choice for our customers and realise significant commercial benefits for Salter Brothers. Tourism is critical to the economic growth of our region and future job creation,” Derry said.

The deal is Accor’s largest integration since its $1.2 billion acquisition of Mantra Group in 2018, which brought the Art Series, Peppers, Mantra and BreakFree brands under Accor.

Nine of the properties will become Mercure hotels, growing Mercure from 44 properties in Australia to 53, making Mercure the largest and fastest growing global mid-scale brand in Australia.

“The Salter Brothers integration is the latest chapter in Accor’s strong growth story in the Pacific region,” said Derry.

“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.”