Holiday Inn returns to Townsville: Luxora Hotels invests, La Vie takes the reins
Positioned in the heart of Townsville’s CBD, the property will undergo an extensive refurbishment before converting to Holiday Inn Townsville in early 2026.
Global hospitality giant IHG Hotels & Resorts has announced its iconic Holiday Inn brand will return to Townsville, in partnership with Luxora Hotels, marking the first Australian hotel investment for the group. The property, currently operating as Madison Plaza Townsville, will undergo a comprehensive refurbishment before relaunching as Holiday Inn Townsville in early 2026.
This milestone development will be managed by La Vie Hotels & Resorts, one of the Asia Pacific’s fastest-growing independent hotel management companies, and underscores a strategic collaboration between three major players in the hospitality sector.
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Strategically located in the heart of Townsville’s CBD at the corner of Stanley Street and the lively Flinders Street nightlife hub, the 93-room hotel is ideally situated near Queensland Country Bank Stadium, the Museum of Tropical Queensland and Townsville Yacht Club.
Once rebranded, Holiday Inn Townsville will showcase the brand’s signature ‘Open Lobby’ concept—a vibrant, flexible space that merges dining, social and work zones. The hotel will also feature an all-day dining restaurant and expansive conference and event facilities, catering to both leisure and corporate travellers.
James Zhao, Founder and CEO of Luxora Hotels, said:
“We’re proud to collaborate with La Vie Hotels and Resorts and IHG to bring this exciting project to Townsville. The Holiday Inn Townsville will mark a significant step in realising our vision of delivering premium hospitality experiences and driving the region’s tourism and business sectors.”
Jerry Xu, CEO of La Vie Hotels and Resorts, added:
“We are thrilled to be involved with Luxora Hotels’ first investment in Australia. They see great potential in the property and in the future of Queensland and Australian tourism. We’re aiming to maximise the performance of the property through upgraded management and new global branding.”
Cameron Burke, IHG’s Development Director for Australasia & Pacific, echoed the enthusiasm:
“We’re delighted to be partnering with Luxora Hotels to bring our Holiday Inn brand back to Townsville and to support Luxora’s vision to create the city’s leading midscale hotel. This is a key step in our broader Queensland expansion strategy. With several Olympic events planned for Townsville and its role as a hub for industries like mining, energy and defence, the city has a thriving tourism and economic landscape.”
The announcement highlights IHG’s growing presence in the region. The group currently operates 76 hotels under nine brands in Australasia, with an additional 26 properties in its development pipeline.
As the region continues to experience growth and investment, the new Holiday Inn Townsville is poised to play a pivotal role in elevating accommodation offerings in Far North Queensland.
