Marriott International has earmarked Australia as a growth centre, introducing new luxury brands opening in Sydney will be the Ritz-Carlton at The Star, and W Hotel at Darling Harbour and the upmarket brand St Regis in the future.
In Melbourne, the W Hotel on Collins Street will open in 2020. It is being developed in partnership with Daisho Development Melbourne and Cbus Property at 447 Collins Street.
Global brand leader, W Hotels Worldwide, Anthony Ingham, said part of the $1 billion mixed-use luxury development Collins Arch, W Melbourne will “fuse the brand’s signature Whatever/Whenever service and innovative programming with Melbourne’s hip and historic setting”.
He said Australia was a high destination point for global hotel brands and he expects more to enter the country in coming years.
“The expansion into Melbourne marks the second W Hotel coming to Australia, following W Brisbane, which will open its doors in early 2018.
“Luxury travel is in high demand so operators need to create an experience, not just in room quality, but in services such as key-less rooms and apps that allow the guest to check in on their phones and go straight to the room.”
The global brand leader for The Ritz-Carlton, St Regis and Bulgari Hotels & Resorts, Lisa Holladay said hoteliers now focus on offering unique brands that fit into the location. She said:
“These brands offer different experiences for guests, such as industrial feel for urban locations and conference facilities for capital city areas.”