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AccorHotels has signed a management agreement with owners of
Noosa Pacific Hotel Pty Ltd, to take over operations of the iconic
Sheraton Noosa Resort & Spa and rebrand the property under its
luxury Sofitel Hotels and Resorts brand.
The 176-suite resort is the premier hotel on Queensland’s
Sunshine Coast, with an unrivalled position on Noosa’s famous
Hastings Street. The hotel was rebranded to Sofitel Noosa Pacific
Resort from 13 June 2016.
Noosa Pacific Hotel Ltd. undertook an extensive, multimillion-
dollar renovation in 2013, which reinforced the hotel’s position as one
of Australia’s leading leisure and conference resorts.
Sofitel will introduce the brand’s distinctive style, which blends
local culture with the art of French living, celebrating the elements of
design, gastronomy, culture, events and well-being.
Guests at Sofitel Noosa Pacific Resort can expect to be greeted
with a ‘Bonjour’, along with tailor made services that complement
local Noosa ambience with French touches, from luxury amenities to
food and wine offerings.
The property will also join AccorHotels’ global loyalty program, Le
Club AccorHotels, which offers special privileges for its members.
All existing bookings will be honoured and Starwood Preferred Guest
loyalty members will receive their equivalent tier rewards benefits
when checking-in to Sofitel.
Sofitel Noosa Pacific Resort will be the first Sofitel resort in
Australia and complement the existing Sofitel luxury hotels located
in Sydney, Melbourne, Gold Coast and Brisbane, as well as the new-
build Sofitel Sydney Darling Harbour and Sofitel Adelaide expected to
open in 2017 and 2018 respectively.
AccorHotels is now the most dominant operator of luxury and
upscale hotels in the Pacific region, with 35 hotels across its Sofitel,
MGallery by Sofitel and Pullman brands. Chief Operating Officer
AccorHotels Pacific, Simon McGrath says, “The signing of Sofitel
Noosa Pacific Resort is a strategic addition to our luxury portfolio,
with Noosa a prized international and domestic resort destination.
“The resort has been a fixture of Noosa’s tourism scene for many
years and the combination of its prime location and new Sofitel
branding will see it attract even greater numbers from both a leisure
and conference business perspective.
“We are confident the resort will benefit from the strong presence
of the Sofitel brand in many of Australia’s feeder destinations,
including Auckland, Bangkok, Beijing, Macau, Mumbai, Singapore,
Shanghai, London and Paris,” said Simon.
Sofitel Noosa Pacific Resort will be the second hotel that AccorHotels
manages for the owners, joining Novotel Sydney Manly Pacific.
Resort co-owner, speaking on behalf of the Karedis/Laundy Group,
Greg Karedis, said: “We are delighted to partner with AccorHotels on
our ‘Pacific vision’. We now have two highly successful hotels on two
of Australia’s most renowned beaches – Manly and Noosa – and we
look forward to Sofitel building on the Noosa hotel’s already enviable
reputation in the market.
“As hotel owners we are committed to Noosa as one of Australia’s
leading tourism destinations and we look forward to taking the hotel
to the next level under the Sofitel banner.
“The Sofitel brand will facilitate our vision to establish Australia’s
most iconic hotel resort in the most premier north facing beach on the
East Coast, and it is our intention to invest in further enhancements
for the property in the near future,” concluded Mr Karedis.
New era for Sheraton Noosa
as it rebrands to Sofitel
46 | July 2016 | Hospitality BUSINESS
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