Peppers brand makes a return to its roots in the Hunter Valley

One of Australia's most recognised boutique hotel brands is to make a return to the location where it started.

Accor today announced the rebrand of the Grand Mercure The Vintage to Peppers Hunter Valley following a multi-million dollar refurbishment of the property.

In a milestone moment for the brand, Peppers returns to where its story began - the wine country of the Hunter. 

Associated with "refined indulgence, personal service, and immersive escapes in spectacular destinations" since the first Peppers Guest House property was launched, Peppers now writes a new chapter. 

Owned by long-standing duo Stevens Group and Accor Vacation Club, along with additional partners, the now-reimagined hotel features a collection of one-, two-, and three-bedroom villas (above) upgraded to reflect "a contemporary aesthetic". 

All apartments underwent a full ceiling-to-floor upgrade, featuring refreshed lighting, modernised kitchens, elegant furnishings, and new textures. 

Located within the ‘The Vintage’ precinct, Peppers Hunter Valley is surrounded by vineyards, countryside, and the championship-standard 18-hole Greg Norman-designed golf course.

The precinct is undergoing further transformation, with the team behind NINETEEN set to launch a new Mediterranean-inspired restaurant and bar, Mezze, upstairs. 

“The return of Peppers to the Hunter Valley is a proud and symbolic moment for us," said Adrian Williams, Chief Operating Officer of Accor in the Pacific region. 

"This is where the Peppers story began, and to see the brand come full circle – now elevated, refreshed, and reconnected to its roots – is incredibly special. 

"The transformation of this property reflects the strength of our partnerships and the continued demand for meaningful, premium escapes that balance charm with sophistication. Peppers Hunter Valley is not just a beautiful place to stay – it is a return to what makes travel personal, local, and unforgettable.”

Rooms start from $499* per night. To book, visit ALL.com

Time to say farewell to Vintage Cellars and First Choice stores

 

It is time for Australians to say goodbye to Vintage Cellars and First Choice liquor stores.

Coles Liquor Group has today announced it will commence the national alignment of Vintage Cellars and First Choice Liquor Market under the Liquorland brand.

This follows a "successful trial" which will see the Coles customer offering changed nationwide.

Starting in April, a national roll out will see all Coles Liquor stores unified under three banners: Liquorland, Liquorland Cellars and Liquorland Warehouse. So three brands - just like before. 

Coles says this will deliver "a consistent experience and greater value for customers" no matter where they shop.

It is said the new store formats will simplify the customer offer across 984 stores by aligning product range, promotions, Flybuys loyalty program, and omnichannel service - all underpinned by Liquorland’s new price match promise.

To me that sounds like less choice.

A 16-week pilot program – trialled at 14 selected stores in South Australia, Victoria and Queensland "demonstrated increased brand awareness and customer engagement, repeat visit and overall greater shopping satisfaction".

Coles Liquor chief executive Michael Courtney said the announcement represented a significant milestone for the business by bringing together the best elements of all three brands across value, range and convenience.

“This is the biggest transformation in the history of Coles Liquor Group, and we believe it will have a meaningful impact on how we serve customers the drinks they want, when they want them, and how we partner with suppliers to deliver value,” Courtney said.

“As we move towards a unified promotional strategy, we are strengthening our value proposition for customers with consistent and competitive pricing under one brand and one website."

The Price Match Promise apparently means if you see a better price at another retailer, then Liqourland will match it.

“In terms of range, we are bringing a more tailored and relevant drink selection from the three banners under one roof," Courtney added.

"This means we will be unlocking the best-selling premium drops from Vintage Cellars and great value drinks from First Choice Liquor Market, and making them more accessible to customers through Liquorland across the country.

“The results of the pilot program exceeded our expectations across all measures. We were pleased to see brand awareness improve by 16% and found customers visited our stores more frequently, and 30% of customers who shopped at our pilot stores said they plan to shop with us more often compared to before the rebrand.

“These results give us full confidence that uniting under the Liquorland brand is the way forward not just for us as a business, but for our customers.”

Around 160 Vintage Cellars and First Choice Liquor Market stores will be transformed as part of the national roll out, expected to be completed by end of 2025.

Liquorland first launched in Australia in 1971 and currently has 818 stores across the country.

I remain unconvinced, but will watch with interest. I fail to see how a shrinking range will be good for customers.

Image: Coles Liquor chief executive Michael Courtney at Liquorland, Richmond Traders, Victoria

The Sebel makes its debut in a prestige Melbourne suburb

Farewell to Hotel 115, hello to The Sebel Melbourne Kew.

Accor, the largest hotel operator in Australia, has expanded its premier apartment hotel brand, The Sebel, with the addition of The Sebel Melbourne Kew.

Previously operated as Hotel 115, the property has been rebadged as The Sebel, one of Australia’s most established and recognised apartment hotel brands, following a franchise agreement with Regional Accommodation Group (RA Group).

The Sebel Melbourne Kew is the ninth property for the brand in Victoria and the 35th in Australia and New Zealand.

The property, RA Group’s first city-based hotel, complements their portfolio of eight regional properties across New South Wales, Victoria and Queensland. As part of the transformation, RA Group is undertaking an extensive refurbishment of the lobby and reception, with plans for progressive upgrades to the accommodation in the future.

The Sebel Melbourne Kew offers 89 hotel rooms and 23 one- and two-bedroom apartments, making it ideal for long-stay guests, families, executive travellers and conference groups.

The property also features a function space capable of hosting up to 130 delegates for cocktail receptions or 80 guests for banquets.

Situated 6km east of Melbourne’s CBD, The Sebel Melbourne Kew enjoys excellent connectivity via the Eastern Freeway and has direct tram services at its doorstep.

Kew is regarded as one of Melbourne’s most prestigious suburbs.

Accor Pacific regional Chief Operating Officer, Adrian Williams, said he was delighted to be working with RA Group, and adding The Sebel Melbourne Kew to Accor’s extensive network of hotels across Melbourne.

“We are thrilled to welcome The Sebel Melbourne Kew to our extensive network of hotels in Melbourne’s city centre and suburbs," he said. "This addition perfectly complements our portfolio in Melbourne’s eastern suburbs, providing an exceptional base for both corporate and leisure travellers.

“With Melbourne’s calendar of iconic events, including the Australian Open, Boxing Day Test, and Australian Grand Prix, Kew offers the perfect base with its convenient city connections, leafy charm, vibrant village atmosphere, and outstanding cafes, bars, and boutique shops."

RA Group Managing Director, Dominic Quilligan, said: “Branding the property as The Sebel was central to the deal. My team is excited to work with Accor to utilise their knowledge and experience of the inner-city Melbourne market, as well as to witness the expected significant uplift in the property’s performance through Accor’s established distribution channels and marketing machine.”

The Sebel Melbourne Kew marks Accor’s 42nd hotel in Melbourne and surrounding suburbs.

OPENING SPECIAL: Be one of the first to experience The Sebel Melbourne Kew and save 15%. Prices start from $152 per night. To book, visit ALL.com

UN tourism organisation splashes cash on a global scale

Farewell to the United Nations World Tourism Organisation (UNWTO) Hello to UN Tourism. 

Yep. Another rebranding that sounds like it cost a whole lot of money. 

But there is a whole lot of hype to back up the name change. 

"The new brand expression is not only limited to words and messages but also expands into a reinvented visual discourse," says a rather wordy press release explaining the change. 

"UN Tourism has a new design language starting from its symbol. Bringing the world closer' is the new tagline that inspires the concept of a Pangea shaping a human figure in action. 

"This drastic evolution from the former aseptic globe symbol signals the profound humanistic change within the organization. Beyond the symbol, the rebrand also includes a revamp of the entire visual system, which is now based on a grid of geographical coordinates meant to help people navigate the brand’s touchpoints, both offline and online, such as events, website, reports, social media channels and campaigns."

Phew!

But they are not finished. 

"This system unlocks a rich universe of elements including imagery, fonts, colors, and pictograms all designed to personalize social media campaigns, events, posts, and videos. The new brand will be gradually implemented across all UN Tourism touchpoints over the next few months, beginning with digital channels such as the website, social media accounts and newsletters, followed by physical spaces such as offices and events, and elements such as reports and station."

Apparently the new name and brands sees "the organization aim to reaffirm its status as the global leader of tourism for development, driving social and economic change to ensure that 'people and planet' are always center stage."

Leading global branding agency Interbrand was charged with creating "a new visual identity and brand narrative". 

This involved renaming the institution, transitioning from UNWTO to UN Tourism. 

"At the same time, a new brand narrative was meticulously crafted, one that seamlessly aligns with UN Tourism’s central mission and priorities."

The only thing we are not told is how much it cost. 

All change at landmark Bowral hotel

All change at The Gibraltar Hotel in Bowral, a New South Wales Southern Highlands landmark over the past decade.

As of this week the hotel is being operated by StayWell Holdings and has been re-launched as the Park Proxi Gibraltar Bowral.

It is only the second hotel globally for the new brand, with the first - Park Proxi El Hayat Sharm in Egypt - signed last year.

The rebadged Park Proxi will feature a resort-style 18-hole golf resort course, gymnasium, and heated internal swimming pool along with 77 rooms and suites.

Food and beverage options include Harvey's Bar and Observatory Restaurant, which will showcase local produce from Southern Highlands farms.

There are also several conference and events spaces and the hotel has been a popular wedding venue.

The hotel rooms and suites feature floor-to-ceiling views of Mount Gibraltar and have continental king and queen beds, large bathrooms, some with a walk-in shower, climate control and Nespresso coffee-making facilities.



Simon Wan, president of the Park Proxi parent company, StayWell Holdings, said: “We could not be more excited about the launch of Australia's first Park Proxi hotel in the beautiful Southern Highlands of New South Wales.

"Our model welcomes collaboration with hoteliers to take advantage of the best that each location has to offer, based on the understanding that no-one knows an area quite like a local.

"We are thrilled to continue the legacy of the Gibraltar Hotel into its new era, whilst ensuring its ties to the Southern Highlands' community remain stronger than ever.”

Bowral is midway between Sydney and Canberra. 

For more information see https://www.staywellgroup.com/ or http://www.parkproxibowral.com

StayWell Holdings, and its parent company Seibu Prince Hotels Worldwide has a network of 121 open and under-development hotels worldwide under brands including The Prince Akatoki, The Prince, Grand Prince Hotel, Park Regis by Prince, Park Regis, Policy, Park Proxi, Prince Hotel, Prince Smart Inn, and Leisure Inn.