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Accor grows Sebel brand

The Sebel Docklands concept room

Accor has added its first Sebel hotel since taking over Mirvac, a move that will also see the French chain re-launch the brand.

The company says Sebel will become its “premier apartment hotel brand” and will be relaunched in Melbourne following the signing of an agreement with hotel developer and investor, MAB Corporation (MAB).

The new Sebel hotel will be located in Melbourne’s Docklands waterfront precinct and will open on October 4, 2013

The AUD$60 million hotel development on NewQuay’s waterfront promenade is near many of the major corporate institutions and has easy access to the shopping and leisure based attractions in the Docklands.

The hotel has seven levels all with water views across Victoria Harbour, and is set among a vibrant selection of restaurants, cafes, bars and has a shopping strip and marina next door.

With 96 self-contained studios, one and two bedroom apartments with private balconies, The Sebel Docklands will be the first new build Sebel hotel in Australia since 2009.

The Sebel Docklands will join a network of 16 Sebel hotels and apartments across Accor’s Australia and New Zealand portfolio.

“The arrival of new upscale apartment product will be a key development for Melbourne,” said Chief Operating Officer Accor Pacific, Simon McGrath.

“The growth opportunities for serviced apartments have steadily been on the rise over the last 15 years, and, what is different about Sebel is that it has invested extensively in giving a premium apartment experience to provide guests with the facilities and freedom they desire, particularly for those in the long-stay category.

“The hotel’s launch will cater to a wide range of sectors, but particularly solo business travellers and leisure travel with families and groups who seek an independent and self-sufficient stay.

“The Sebel brand is highly respected and known throughout Australia and in just a few months this brand will have even greater visibility in the region,” McGrath said.

MAB Managing Director, Andrew Buxton, says his business has a long-standing relationship with Accor and the Sebel brand will do well at the Docklands.

”Executives visiting Melbourne will be hard pressed to find better accommodation,” Buxton said.

MAB Hotels Division General Manager Sonia Chamings oversees the franchise partner relationship between MAB and Accor and says she is looking forward to setting a new benchmark in premium apartment accommodation in Melbourne.

“The Sebel Docklands at the Quays has been designed by internationally acclaimed architects McBride Charles Ryan. There is no other apartment hotel with such generosity of space and guest facilities,” Chamings said.

The Sebel Docklands will offer guests the luxury of space with separate bedroom, living, kitchen and laundry facilities.

The Guest Lounge will boast a private lounge, cinema, library, reading room, business centre with boardroom and a private dining room with kitchen and bar.

The apartments will be furnished with stylish and contemporary décor and include deluxe bathroom amenities by Appelles Apothecary.

The Sebel Docklands will feature a fitness centre with fully equipped gym, 25 metre indoor pool, spa and sauna, business centre, rooftop garden, tennis court, secure car parking and comprehensive WiFi internet access throughout the apartments.

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