Inside Accor’s Queensland winning formula: How growth & sustainability shape the future
Exclusive: Lunch with Chief Operating Officer, Adrian Williams, who says this is a pivotal moment for Queensland tourism
Queensland continues to dominate Australia’s tourism landscape, and Accor’s hotel network is thriving, showcasing strong growth and setting new standards in sustainability.
During an exclusive lunch at Pullman Brisbane King George Square, Accor Pacific’s Chief Operating Officer PM&E, Adrian Williams, shared these exciting insights and much more… about Accor’s impressive year in Queensland.
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On Sixteen Antlers Rooftop Bar overlooking Brisbane’s vibrant cityscape, Williams highlighted the group’s growth and eco-friendly initiatives, as well as what lies ahead for the Queensland tourism market. From record occupancy rates to sustainable tourism milestones, Accor is setting new benchmarks in the hospitality industry.
International air revival powers Accor’s Queensland growth
With 12,095 rooms across Queensland, Accor’s network saw occupancy rise by 1.5 percentage points to 70.7 percent for the year ending July 2024. Leading the charge was Brisbane City, which recorded a stellar 4.6-point jump, driven by a resurgence in both leisure and corporate travel.
Williams noted that regional hotspots like Cairns were standout performers, seeing a remarkable 7-point increase thanks to strong leisure demand and group bookings.
“International inbound travel is finally recovering,” Williams revealed. “With more direct flights into Brisbane, Cairns, and the Gold Coast, we’re confident that our hotels will experience accelerated growth in the coming year.
“The demand for leisure travel, particularly in the Gold Coast and Cairns, has demonstrated Queensland’s resilience as a top-tier destination.”
This surge in international air capacity has been a key driver of Accor’s Queensland success. Brisbane Airport is operating near pre-pandemic levels, with international traffic up 39.4 percent in FY24, while new routes to the Gold Coast, Sunshine Coast, and Cairns have opened the floodgates for inbound tourism.
Visitors from New Zealand, China, the USA, and Japan have all returned in significant numbers, boosting hotel performance across the board.
Sustainable success: Setting new standards for Eco-Tourism
As we enjoyed a selection of delicious local dishes, Williams discussed Accor’s sustainability achievements in Queensland, where the group has made significant strides.
Recently, Accor celebrated a milestone with 100 of its hotels being awarded Sustainable Tourism Certification by Ecotourism Australia—a third of these are located in Queensland, reflecting the state’s commitment to eco-conscious tourism.
“Queensland’s natural beauty is at the heart of its tourism success,” Williams said.
“Our hotels have embraced sustainable practices, ensuring we’re not only meeting but exceeding the expectations of travellers who seek eco-friendly options and our staff who want to work for a purpose led operator.
“Achieving certification for so many of our properties is a testament to our commitment to responsible tourism.”
Ecotourism Australia’s CEO, Elissa Keenan has worked in partnership with the Accor team for the last year, she praised Accor’s leadership saying, “Accor’s dedication to sustainability is remarkable. Their efforts in certifying 100 properties demonstrate not only leadership but a real commitment to preserving the environment while enhancing the guest experience.”
Future looks bright: New openings and event-led growth
Accor’s growth in Queensland isn’t just about numbers—it’s about expanding their premium offerings. Over dessert, Williams excitedly announced the October 2024 opening of Peppers Gladstone, Central Queensland’s first five-star hotel, a project that will solidify Accor’s presence in the region.
The 32-room Peppers Gladstone will offer luxurious accommodations and event facilities, ideal for both leisure and business guests.
“We’re incredibly excited about the Peppers Gladstone opening,” Williams said. “It’s part of our broader strategy to lead in both quality and sustainability, and we’re confident it will attract even more visitors to Central Queensland.”
Accor is also looking ahead to Brisbane’s 2032 Olympics, with Williams optimistic about the city’s potential. “Brisbane is already one of Australia’s best-performing cities, thanks to its top-class events and growing reputation for entertainment, dining, and lifestyle experiences.
“The Olympics will bring even more growth, and we’re preparing our hotels across Queensland to meet the demand,” Williams explained.
As the lunch wrapped up, one thing became clear: Accor’s strategic focus on growth, sustainability, and events-driven tourism has cemented its position as a leader in Queensland’s hospitality market.
With new international flight routes, eco-friendly certifications, and exciting developments like Peppers Gladstone on the horizon, Accor’s Queensland network is primed for continued success well into the future.
From the bustling streets of Brisbane to the sun-drenched shores of the Gold Coast, Accor’s 95 properties have not only weathered the storm of the past few years but emerged stronger, with record-breaking occupancy rates and eco-friendly initiatives driving their success.
Mandy has almost two decades of accommodation and tourism industry writing experience and is Editor of AccomNews & Resort News, Publisher of SchoolNews & Director of Multimedia Pty Ltd. She is a retired registered nurse with a 25-year NHS career that followed a few unforgettable years in hotel housekeeping.
