New hotel brand hits Sydney market

Sophie Harrison

Sydney is set to welcome a new hotel brand in April, Veriu Broadway, as it looks to focus on more local experiences for Sydneysiders.

Sydney’s newest hotel brand, Veriu Hotels and Suites, will open a 64-room serviced apartment hotel in April 2017 as part of a pipeline of five hotels set to open under the Veriu brand by the end of 2018.

Ideally located close to the International Convention Centre, Veriu Broadway is an $18 million conversion of a former warehouse space offering self-contained studios, each over 40 square metres, and one and two bedroom split level apartments. The hotel will provide 24-hour reception with staff trained as local area guides, as well as on-site food & beverage in keeping with the precinct’s contemporary café and bar offerings.

Veriu Hotels is a fresh new bespoke hotel brand on the Sydney landscape created by property and hospitality specialists Alex Thorpe and Rhys Williams.

Having successfully developed a long stay accommodation business, Furnished Property, in 2002, Thorpe and Williams have now moved into the hotel space to create a portfolio of hotels with a diverse mix of heritage and new developments, all located in Sydney’s thriving city fringe locations.

“We have been providing long stay style self-contained accommodation for 16 years under Furnished Property, where we developed a passion for sharing ‘local.'”

“We created Veriu because we saw no reason why a hotel brand can’t provide that authentic local experience backed up by traditional hotel services, excellent customer service and attention to detail in rooms,” continued Williams.

Artist's impression of the Veriu Broadway studio room
Artist’s impression of the Veriu Broadway studio room

Veriu specialises in operating city fringe areas with the capacity to go larger if the location is right.

For example, Veriu Broadway will be the marquee hotel for the brand following its first foray into the market with the successful opening of Veriu Camperdown – a new build all-suite hotel which opened in March 2016 with the aim, according to Williams, “to bring the brand to life in […] a local, vibrant area.”

Indeed, the current network is complemented by a pipeline of hotel developments to take place under the Veriu brand by the end of 2018, including Veriu Randwick (35 rooms) opening April 2017, Veriu Central (110 rooms) opening early 2018 and Veriu Green Square (142 rooms) opening late 2018.

“Having some flagship CBD sites supported by a number of smaller satellite local properties in the city fringe is central to our strategy. We make it happen in areas and buildings where the global brands may be less interested,” said Alex Thorpe, Veriu Director.

“We have seen Sydney emerge as a city of villages and we want to share the uniqueness of Sydney’s diversity through the Veriu brand in areas like Camperdown, Broadway, Green Square and Surry Hills. These villages really excite us for the leisure market but equally corporates want these bespoke experiences.”

Artist's impression of Lobby at Veriu Broadway
Artist’s impression of Lobby at Veriu Broadway

With this authentic local experience at the heart of the Veriu ethos, Thorpe and Williams have also developed a unique concept, “Veriu Connect,” which enables Veriu guests to drop in and explore any one of its locations via the hotel’s complimentary ‘explorer bicycles’ and other flexible hotel services.

With the ability to drop into any one of the Veriu locations, as a guest, “you could cover the best of Sydney just by visiting the Veriu network of properties,” added Williams.