Stay&Co Crows Nest in Sydney

London-based apart-hotel investor and operator, Gold Tree Hospitality (GTH), has earmarked further expansion in Australia in the luxury serviced apartment category after confirming its entry into the local market.

As part of what it says is a five-year “aggressive” acquisition plan, the group has signed over 400 luxury apartments across five developments in Europe so far this year while undertaking a redesign of 200 existing lodgings in London, Lisbon, Sydney and Melbourne.

This portfolio expansion has been underscored with a new brand identity and website, with plans afoot for a mobile booking app. The company says its ongoing expansion will be carried out under two brands – the existing design minded and technology focused Stay&Co label and a new lifestyle aparthotel concept due for launch in 2023 which will include guest facilities including food and beverage offerings, laptop-friendly areas and a wellness studio.

Stay&Co Docklands in Melbourne.

Gold Tree Hospitality says it plans to grow its portfolio to more than 10,000 aparthotel rooms and 3,000 serviced apartments over the next five to six years.

“The aparthotel and serviced apartments sectors are still in their infancy and are often outdated, non-technological, and non-experiential,” says GTH Co-Founder and CEO, Moran Machtey.

“The new generation of travellers are independent-minded forward thinkers who pay attention to detail and look for a tailored and seamless guest experience. GTH aspires to make a huge impact on how this target audience consumes the short-to-medium term stay product.”