The business behind the brand: How 1834 Hotels delivers results without the label

At the heart of 1834 Hotels’ strategic growth is Director of Development, Scott Armstrong.

In this interview, he shares how the company delivers tailored solutions, supports hotel owners, and stays ahead of the curve through innovation, technology, and a guest-first approach.

Tell us about your background and how you came to 1834 Hotels.

With over 20 years in franchising, retail, and hospitality, I’ve progressed from frontline roles into senior leadership with global brands. Leading franchise development for a major hotel group paved the way for my current role, focused on 1834 Hotels’ expansion in Australia, New Zealand, and the Pacific.

First published in the new Autumn print edition of AccomNews HERE

A qualification in Hotel Real Estate Investments and Asset Management from Cornell University complements my passion for forging strong commercial partnerships that drive optimal outcomes for owners.

How has the hotel management model evolved in Australia?

It’s moved from traditional brand-aligned models to more flexible, results-driven partnerships. Owners want tailored support and profitability without giving up control.

At 1834 Hotels, we act as an extension of the owner’s team, helping manage rising costs, staffing, tech integration, and global brand alignment.

What sets 1834 Hotels apart?

We’re Australia’s largest white-label operator, managing over 60 regional and CBD properties. Our edge is in combining hands-on operations with national-scale support and data-driven decision-making.

We offer complete management solutions under the owner’s brand or alongside a global franchise partner. We cover everything from finance and tech to marketing and revenue—always with a focus on performance and profit. We’re focused on results and we treat every hotel as if it were our own.

What is white-label hotel management, and why is it beneficial?

White-label hotel management means we run the hotel on behalf of the owner, without applying our own consumer-facing brand. The property retains its identity or adopts a global brand, while we operate behind the scenes. Through a Hotel Management Agreement (HMA), we handle daily operations, from staffing and compliance to financials and forecasting.

Our model is designed to remove the operational burden from owners while maximising profitability and asset value. It’s a flexible solution that suits independent hotels, franchised properties, or owners looking to enter a global brand agreement.

We provide full transparency through structured reporting, work closely with owners to align with their vision and apply proven systems and localised strategies to optimise performance.

How do you tailor services for different property types?

We don’t apply a cookie-cutter model, every hotel is different. We start by understanding the asset, owner goals, and market dynamics, then tailor our approach—staffing, budgeting, marketing, and more.

Our team structure also supports this flexibility—we assign experienced operators to properties based on the specific needs of each asset. This ensures every hotel gets the right level of support and expertise to perform at its best.

How do you ensure service consistency across diverse hotels?

We apply consistent frameworks and service standards but allow flexibility in delivery. The goal is always a high-quality guest experience, regardless of property style or size.

While some hotels may offer more services or premium inclusions, the heart of every 1834 Hotels property is the same: genuine hospitality and a quality guest experience. That’s the standard we uphold across the board, and something we’re proud to deliver, regardless of location or style.

What digital strategies help your properties stand out?

Today’s travellers rely heavily on search engines, online reviews, and engaging digital content. We take a data-driven approach, leveraging advanced SEO, targeted content marketing, and proactive reputation management to maximise online visibility and attract guests. Our strategies focus on creating high-quality, engaging content while ensuring consistency across all digital channels.

By optimising websites for search engines, curating compelling destination marketing, and effectively managing online reviews, we help properties stand out in a crowded market and drive direct bookings.

A key component of this strategy is Aus Weekend Escapes, our destination marketing platform that promotes regional travel experiences. By integrating our hotels into a high-performing SEO and content ecosystem, we drive organic traffic and increase direct bookings.

What are common digital marketing mistakes?

Despite the importance of digital marketing, many hotels make critical mistakes. These include neglecting SEO and website optimisation, over-relying on OTAs and paying high commissions, failing to engage with online reviews, and underutilising content marketing and social media.

We help properties overcome these challenges with tailored digital strategies—ensuring strong search rankings, compelling content, and a well-managed online reputation.

How is technology shaping the guest experience?

Technology is transforming the way guests interact with hotels—from booking to check-out.  Guests expect streamlined, digital-first experiences. We’re integrating tools like mobile key access, digital compendiums, and Apple Wallet for seamless check-in and added convenience.
These innovations improve security, reduce manual processes, and create more personalised experiences, while freeing up staff to focus on guests instead of admin.

Tell us about your recent tech innovations—how are they improving both guest satisfaction and efficiency?

Our digital compendiums replace outdated in-room guides with real-time, mobile-access info. They’re more eco-friendly and guest friendly.

Next up: our proprietary mobile key app, Digital Hotel, will let guests check in and unlock rooms from their phones. That means shorter wait times, enhanced security, and a better overall experience.
Operationally, these tools reduce printing and reception pressure, letting staff spend more time delivering personal service.

How do you optimise revenue?

We utilise dynamic pricing based on real-time data, competitor insights, and demand forecasting to maximise RevPAR and maintain a competitive edge.

We also focus on direct bookings to reduce OTA commissions.

How do you manage seasonal fluctuations in regional markets?

We combine strategic pricing, targeted campaigns, and varied offerings. Aus Weekend Escapes helps drive off-peak travel, while packages, partnerships, and midweek incentives attract new segments throughout the year.

By aligning pricing, promotions, and distribution strategies, we create a more sustainable revenue stream for each property.

Where do hotel owners often miss cost-saving opportunities?

Procurement and labour are key areas. We leverage group buying power and optimise rosters through data and cross-training. These changes reduce costs without impacting service quality.

How do you support sustainability?

We tailor eco-initiatives like reducing single-use plastics, boosting recycling, and sourcing locally. We help hotels implement achievable sustainability strategies that meet guest expectations.

How do you deliver guest-centric experiences?

By integrating guest feedback into operational decisions, leveraging data-driven insights, and adopting flexible service models tailored to individual preferences.

What’s next for the industry—and how are you preparing?

Personalisation, contactless technology, and sustainability. We are investing in digital innovations and adapting our strategies to align with shifting guest expectations.

Tell us about your recent expansion.

We’ve expanded into Tasmania and Victoria with One North Terrace (Burnie) and the Adelphi Hotel (Melbourne). In late 2024, we were appointed by Elanor Investors Group to manage all 18 hotel assets within the Elanor Hotel Accommodation Fund, including, Peppers Cradle Mountain Lodge in Tasmania and the Mayfair Hotel in Adelaide

We’ve also added Limani Port Lincoln and The George Glenelg, growing our footprint in South Australia.

This strategic growth reflects 1834 Hotels’ position as a trusted white-label operator, with the experience, scale, and in-house expertise to support hotel owners and investors across Australia

What advice would you give to independent hoteliers considering outsourcing?

First, clearly define your goals—better profit, less day-to-day involvement, or positioning for sale. Then find a management partner that aligns with your vision.

Outsourcing isn’t about losing control—it’s about gaining expert support. The most successful partnerships happen when owners and management work together toward a shared vision—leveraging data, strategy, and experience to elevate the asset long-term.

Finally, don’t just look at what a company says—look at what they’ve delivered. Results matter.

What’s next for 1834 Hotels?

1834 Hotels continues to experience strong momentum, with a thriving pipeline of opportunities for portfolio growth across Australia, New Zealand, and the broader Pacific region. As we expand into new markets and strengthen our presence in key regions, we remain committed to delivering innovative management solutions that drive exceptional results for our partners.