Crystalbrook Collection CEO, Geoff York.

Crystalbrook Collection is set to expand into the South Australia market following the signing of a AU$130 million new-build hotel in Adelaide’s CBD with local property developer, Samaras Group.

The 200-room Crystalbrook Sam, slated to open in 2026, will be located at 15 Halifax Street, in the heart of the CBD, and is intended to serve as a “highly unique, upscale hospitality” offering.

“Crystalbrook Sam is our eighth hotel in the Australian market, enhancing our distinctive collection of properties in Cairns, Port Douglas, Byron Bay, Sydney and Newcastle,” said Crystalbrook Collection Owner and Founder and Chairman of the Ghassan Aboud Group, Ghassan Aboud.

“Crystalbrook Collection has invested in excess of $1bn in Australia where we operate close to 2,000 rooms, including those under development. We are delighted to expand our footprint into South Australia, delivering a new style of luxury, innovation and sustainably-led hospitality to the state.”

An artist’s impression of Crystalbrook Sam on 15 Halifax Street, Adelaide

Set over 13 levels, the hotel will feature 200 “sustainably considered” guest rooms, a lobby with communal spaces, a rooftop Eleme Spa and Bath House, a restaurant and bar with city views, meeting spaces and a wellness centre.

Crystalbrook Collection Chief Executive Officer, Geoff York, said the move aligns with the group’s strategy to grow its portfolio of five-star hotels into key markets across Australia.

“Adelaide is one of Australia’s fastest growing tourism markets that offers the best of food and wine, unrivalled nature experiences and an expanding cultural events program,” said York.

“Total visitor expenditure in Adelaide was $5.3 billion in the year ending June 2023, marking a robust growth rate of 7%. By 2025, international tourism levels are predicted to recover post the pandemic making it the perfect time to launch a new hotel.

“Crystalbrook Sam will celebrate the spirit of the local area and community, engaging guests with its own unique style and sophistication. I am confident the hotel will become an integral part of Adelaide’s hospitality scene.”

Left to right, Chris Samaras and George I. Samaras

Crystalbrook Sam owner, Samaras Group, is responsible for building a number of high-profile multi-disciplinary commercial and industrial developments, including Adelaide Convention Centre, Rod Laver Arena, Chadstone Shopping Centre and One Central Park Sydney.

The Crystalbrook Collection hotel marks the first hotel project for the business.

“We are pleased to announce our first hotel development that will be a world-class, luxury destination offering locals and visitors unique experiences that celebrate the best of what Adelaide and South Australia has to offer,” said Samaras Group Managing Director, Chris Samaras.

“We are excited to be working with Crystalbrook Collection in delivering a flagship property for Adelaide and an asset that the Samaras Group will proudly foster for generations to come.”

George I Samaras said that the development is good news for Adelaide.

“This is a fantastic step forward in our vision for not only the Samaras Group but also for Adelaide,” he said.

“We are excited to bring in a world class experience to this part of the Adelaide CBD”.

Construction is expected to commence in the third quarter of 2024.