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Quay West Sydney rebrand heralds return of Sebel

The Sebel name is back in the Sydney CBD where it began.

Accor has restored The Sebel brand to the Sydney CBD, adding the label and rebranding the former Quay West Suites Sydney, effective immediately.

Now known as The Sebel Quay West Suites Sydney, Accor said the strategic move will work to enhance the brand positioning in the luxury Rocks precinct of Sydney. The property becomes the 29th Sebel in Australia.

“This is a strategic move for this well-known property in The Rocks, which will only be enhanced by its new brand positioning. The Sebel Quay West Suites Sydney offers both the sophistication and independent flexibility that our guests expect from The Sebel brand,” said Accor Chief Operating Officer Pacific, Simon McGrath.

The move sees the return of the Sebel name to the Sydney some 50 years since the opening of the former Sebel Town House near Kings Cross – a hotel brand founded by furniture salesman Harry Sebel which holds the distinction of being the first in Australia to accept credit cards, making it very popular with celebrities. The hotel closed its doors in 2000 and now houses luxury residential apartments.

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