Accor grows local luxury presence with first SO/ hotel in Australia

Accor grows local luxury presence with first SO/ hotel in Australia

Hotel giant Accor is expanding its luxury portfolio in Australia with the debut of the vibrant and playful SO/Hotels & Resorts brand in Melbourne.

Slated to open in 2023, SO/Melbourne is set to be a “bold, fashionable and luxurious designer hotel”, located in a prime CBD position overlooking Flagstaff Gardens.

The first SO/-branded hotel for Australia, and second in the region following SO/Auckland, will boast 288 avant-garde guestrooms and suites – some with outdoor terraces – combined with signature services, social events and opulent experiences.

The hotel will form part of a mixed-use development including 20,000 square metres of office and co-working space. An existing heritage building will be retained and incorporated into the lower-level design to reflect the diverse history of the site.

Like all other SO/ properties around the world, SO/ Melbourne will be brought to life by a celebrated fashion designer who will lend their artistic vision to the property.

SO/Melbourne is being developed by MIT Group Holdings, the property arm of the Melbourne Institute of Technology.

Accor’s chief operating officer for the Pacific, Simon McGrath, said: “The demand for quality luxury hotels is at an all-time high, so the timing is right to introduce Australia to the audacious and fashionable SO/ hotel brand.

“SO/Melbourne will bring a bold and playful energy to Melbourne, blending the brand’s vibrant luxury services with the heart and soul of the destination.

“This flagship hotel will be the place to be seen to socialise, appealing to chic travellers and Melbourne’s savvy early adopters who are renowned for having their finger on the pulse.

“Guests today are looking for travel experiences that excite the senses and they want to stay in places where they feel connected to the heart of their destination. We look forward to opening this exciting flagship hotel in 2023.”

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