Accor expands partnership with Elanor with four hotel rebrands across Australia
Four hotels in Elanor's accommodation fund to join the Accor network in October 2025.
Accor is strengthening its presence in Australia through a new partnership with Elanor Investors Group (Elanor), with four hotels from the Elanor Hotel Accommodation Fund set to rebrand under Accor’s portfolio this October.
The move, managed in collaboration with long-standing partner 1834 Hotels, highlights a shared strategy to enhance guest experiences and asset performance.
As part of the repositioning, the following properties will transition to Accor’s globally recognised brands:
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Byron Bay Hotel and Apartments will rebrand to The Sebel Byron Bay
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Barossa Weintal will rebrand to Mercure Barossa Valley
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Clare Country Club will rebrand to Peppers Clare Valley
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Adabco Boutique Hotel Adelaide will rebrand to Mantra Wakefield Adelaide
The changes are aligned with the Fund’s broader asset enhancement program and will give each hotel access to Accor’s powerful global distribution system, award-winning loyalty platform ALL – Accor Live Limitless, and regional expertise.
Two of the properties, Peppers Clare Valley and Mantra Wakefield Adelaide, will undergo refurbishments before relaunch to ensure full brand alignment and an elevated guest experience.
A return to Byron Bay
The announcement also marks Accor’s return to Byron Bay with The Sebel Byron Bay, reinforcing the brand’s reputation in premium regional and lifestyle destinations. Established in 1963, The Sebel remains one of Accor’s strongest brands for stylish, apartment-style accommodation with a focus on relaxed sophistication.
Leaders speak out
Adrian Williams, Chief Operating Officer of Accor Pacific, said the partnership reflects the strong alignment between the three organisations.
“We’re thrilled to welcome these outstanding hotels and resorts into the Accor network and to deepen our long-standing partnership with both Elanor and 1834 Hotels,” Williams said.
“These hotels are well positioned in key regional and leisure destinations and we are confident they will see immediate benefit from our scale, systems and support.”
Tony Fehon, Managing Director of Elanor Investors Group, echoed the sentiment.
“We are very pleased to expand our relationship with Accor and strengthen the brand positioning of these hotels. Aligning with Accor’s respected and targeted brand architecture allows us to further differentiate our portfolio and enhance investment performance,” Fehon said.
Expanding the footprint
The rebranding increases the number of Accor-branded properties within Elanor’s Fund to nine. With day-to-day operations managed by 1834 Hotels, the partnership is focused on delivering commercial growth, long-term value, and elevated guest experiences.
The transitions are already underway, with minimal impact on current operations and a focus on ensuring seamless brand launches across each destination.
