Accor and Elanor Investors Group (Elanor) today announced the strategic repositioning and rebranding of four properties within the Elanor Hotel Accommodation Fund (Fund). The properties will be managed by long-standing operating partner 1834 Hotels and will officially join Accor's network in October 2025.

As part of the Fund's asset enhancement strategy, the following hotels will transition to Accor's trusted and globally recognised brands:

• Byron Bay Hotel and Apartments will rebrand to The Sebel Byron Bay
• Barossa Weintal will rebrand to Mercure Barossa Valley
• Clare Country Club will rebrand to Peppers Clare Valley
• Adabco Boutique Hotel Adelaide will rebrand to Mantra Wakefield Adelaide

The repositioning is part of the Fund's broader strategy to enhance asset performance and guest experience by leveraging globally and regionally recognised hotel brands.

These brand conversions will enable each hotel to benefit from Accor's powerful global distribution, award-winning loyalty platform – ALL Accor, and deep regional expertise.

The rebranding of Peppers Clare Valley and Mantra Wakefield Adelaide will follow the completion of planned refurbishment works to ensure full brand alignment and optimal guest experience from launch.

The Sebel Byron Bay also marks Accor's return to Byron Bay, reinforcing the strength of The Sebel brand in premium regional and lifestyle destinations. Established in 1963, The Sebel is one of Accor's most enduring regional brands that continues to be synonymous with stylish apartment-style accommodation and relaxed sophistication.

These transformations are being delivered in collaboration with 1834 Hotels, which manages the assets of the Fund and will oversee day-to-day operations and the seamless brand transition. The project further underscores the strategic alignment between Accor, Elanor, and 1834 Hotels in delivering strong commercial performance, elevated guest experiences, and long-term value through franchising. It increases the number of the Fund's hotels under the Accor brand to nine.

Adrian Williams, Chief Operating Officer of Accor in the Pacific region, said: “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. 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. By joining our franchise network, each hotel gains access to Accor's global distribution system and award-winning loyalty programme - ALL Accor. We take a sophisticated and hands-on approach to franchising, working closely with our partners to provide the tools, insights and local support they need to succeed.”

Tony Fehon, Managing Director of Elanor Investors Group, added: “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. The support and operational execution by 1834 Hotels has been instrumental in bringing this strategy to life.”

The transitions are now underway, with minimal impact to operations and a focus on delivering enhanced experiences under the new Accor brands.

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