Choice Hotels Asia Pacific is bolstering its Melbourne portfolio with the addition of a new CBD property, Quality Apartments Melbourne Central.
Located on Little Burke Street, the property features a collection of one- and two-bedroom apartments with modern furnishings in a boutique-style setting.
Choice Hotels Asia Pacific CEO Trent Fraser said Quality Apartments Melbourne Central ticks all the boxes for the “bleisure” traveller.
“It’s a home-away-from-home when travelling for business and is the perfect location to extend those stays into the weekend, with CBD shopping, tourist attractions, dining, and entertainment right on your doorstep,” he said.
“Being part of the globally recognised the Quality Hotel brand gives Quality Apartments Melbourne Central the ability to leverage our marketing and distribution channels and benefit from partnerships that are a struggle to achieve or maintain when you go it alone.”
The property will also benefit from Choice’s 510,000+ strong local loyalty program, and its wider 51-million-member international loyalty program.
It’s the fourth partnership between Choice and hotel management company 1834, following three Adelaide hotels.
“We’re seeing huge demand growth, and 1834 are particularly excited to be working in the Melbourne market with Choice Hotels as a franchise partner,” said 1834 CEO Andrew Bullock.
“Choice Hotels is a wonderful franchise and brand partner for us. While we’re working every day in the business and on the businesses, they bring to the table a huge amount of leverage and opportunities from sales and distribution channels, but also a suite of globally recognised brands, and a valuable loyalty program.”