Former SilverNeedle Australian boss Jonathan Wooller has launched Alpha Hotels and Resorts, a chain that’s set to make its debut in 2014.
Wooller has announced its plans to grow a significant Australian footprint of upper midscale hotels, resorts and apartments covering major capital cities, key urban centres and popular leisure destinations.
The founding group of properties will all be owned and managed by Alpha Hotels and Resorts and will include a collection of strategically located, well-established hotels that will be rebranded as Alpha Hotels, as well as a new multi-use hotel and retail development.
Alpha Hotels and Resorts will make its entrance into the market at the start of 2014, with Alpha Canberra in Tuggerangong from 1 February, Alpha Eastern Creek in Western Sydney from 1 March, and Alpha Mosaic Brisbane in Fortitude Valley to follow in April.
Majority owned by Alpha Hotels and Resorts, the boutique Diamant Hotel in Potts Point will also provide Alpha Hotels and Resorts an affiliated Sydney property of exceptional quality.
“Our upper midscale hotels in Canberra, Eastern Creek and Brisbane will wear the bold new Alpha branding but will have their own local focus and personality shaped by the requirements of their customers,” Wooller said.
“The style, facilities and food will be unique to each hotel and will complement its local environs, however the customer journey and service experience will be 100% aligned with Alpha standards which will be backed by our money back guarantee,” he said.
Alpha Canberra in Tuggerangong is completing the final stages of a million dollar renovation, with the hotel’s lobby, restaurant, bar and gym boasting a new look by 1 February 2014, when it becomes the first Alpha hotel to open its doors. The 100 rooms will also undergo refurbishment in late 2014.
“The transformation of the hotel comes at a time when the area is undergoing a remarkable renaissance,” said Bruce Holliday, Alpha Hotels and Resorts Managing partner and Alpha Canberra General Manager.
“There is an energy in the area with new constructions such as the SouthQuay residential and retail development leading the way.
“New offices, restaurants and retail outlets are opening all the time.
Situated among Western Sydney’s fastest growing corporate and industrial estates, Alpha Eastern Creek is also set for an extensive redevelopment in 2014 to meet increased demand in the area. The creation of a new dining destination restaurant, called The Oak Bar and Grill will be launched at the hotel in January 2014, with construction commencing on an additional 60 new rooms, and a unique Club Lounge with uninterrupted views over Sydney Motor Sport Park later in 2014.
Alpha Mosaic Brisbane will set the benchmark for a new-build Alpha property when it opens in the second quarter of 2014. The 18-story hotel, 213 apartment, commercial and retail complex is part of Fortitude Valley’s transformation as the new heartbeat of Brisbane. The Hotel will feature 51 boutique hotel rooms, a combination of one bedroom and two bedroom self-contained apartments, restaurant bar and a podium-level alfresco oasis.