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Byron Bay Hotel and Apartments will become The Sebel Byron Bay – Image Credit Accor
Accor and Elanor Investors Group will rebrand four hotels in Australia, integrating them into Accor’s network by October 2025.
Accor and Elanor Investors Group have announced the rebranding of four hotels in Australia as part of a strategic repositioning within the Elanor Hotel Accommodation Fund. The properties, managed by 1834 Hotels, will officially join the Accor network by October 2025.
The rebranding involves the following transitions: Byron Bay Hotel and Apartments will become The Sebel Byron Bay, Barossa Weintal will change to Mercure Barossa Valley, Clare Country Club will be rebranded as Peppers Clare Valley, and Adabco Boutique Hotel Adelaide will transition to Mantra Wakefield Adelaide.
This initiative is part of the Fund’s strategy to enhance asset performance and guest experience by aligning with globally recognized hotel brands. The rebranding is expected to leverage Accor’s global distribution and loyalty platform.
Refurbishment works are planned for Peppers Clare Valley and Mantra Wakefield Adelaide to ensure alignment with brand standards before their official launch under the new names.
The Sebel Byron Bay marks Accor’s return to Byron Bay, emphasizing the brand’s presence in premium regional and lifestyle destinations. The rebranding project is conducted in collaboration with 1834 Hotels, which manages the assets and will oversee operations and brand transition.
This development increases the number of Elanor’s hotels under the Accor brand to nine, reinforcing the strategic alignment between Accor, Elanor, and 1834 Hotels in enhancing commercial performance and guest experiences. The transitions are underway with a focus on maintaining operations and delivering improved experiences under the new Accor brands.
