Fund manager Salter Brothers is taking its hotels business to the next level with the launch of its very own hospitality brand, Ardour, after 24 months of research and development.
Coming to market in 2024, Ardour is a brand of boutique luxury lifestyle hotels that will offer a retreat experience on a grander scale with facilities to cater for large groups including event spaces, day spas and multiple restaurants.
“Our vision for Ardour, is to curate a beautiful portfolio of iconic hospitality destinations made up of luxurious hotels and estates, that will deliver a retreat experience for groups to create lasting memories,” said Salter Brothers Managing Director, Paul Salter.
“These are crafted from signature guest experiences that are individual to each locale – which makes them unique, compelling and memorable.”
Ardour hotels and estates, which will be managed by Salter Brothers’ hotel management platform, will have between 30-100 guestrooms and suites, with the brand intended to complement the ultra-boutique Spicers Retreats offering – typically 30 or less all suite guestrooms – acquired by the business last December.
Celebration of life and wellbeing is at the centre of the new brand identity with Ardour properties to offer a world-class luxury retreat experience, have a strong focus on celebratory events and experiences, with an elevated food and beverage offering.
Salter Brothers intends for the brand to be positioned in some of the most iconic destinations in Australia, as well as internationally.
Speaking exclusively to HM, Paul Salter said regional areas in Australia will be the starting point for brand growth.
“We are looking to grow the Ardour brand across Australia, starting in the Eastern seaboard,” Salter told HM.
“Predominantly regional [areas] at this stage but we will look at selected urban opportunities as well within the capital cities.
“We will look to grow the brand through real estate acquisitions, re-branding (conversions) and new-build developments.”
Beyond the six Spicers properties and brand assets acquired in December 2022, Salter Brothers has further expanded its retreats portfolio in recent months with the purchase of five NSW properties from Escarpment Group as well as Milton Park Country House Hotel and Spa in the NSW Southern Highlands.
The business currently manages 16 hotels within Australia, including the Spicers brand and a number of independent hotel brands.
More information about the brand including announcements about the first Ardour hotels and leadership is expected in the coming months with the first Ardour hotels slated to open in Q2 2024.