Accor Expands Partnership with Elanor Through Hotel Rebrands

Accor is strengthening its presence in Australia’s leisure and regional accommodation market by rebranding four hotels owned by Elanor Investors Group. The properties, which are currently managed by 1834 Hotels, will transition to Accor’s global network in October 2025.¹

The portfolio includes the Byron Bay Hotel and Apartments, which will relaunch as The Sebel Byron Bay, marking Accor’s return to one of the country’s most competitive coastal markets. In South Australia, the Barossa Weintal will be rebranded as Mercure Barossa Valley, while the Clare Country Club is set to reopen as Peppers Clare Valley following refurbishments. Adelaide’s Adabco Boutique Hotel will also undergo upgrades before relaunching as Mantra Wakefield Adelaide.²

The refurbishments at Clare Valley and Adelaide are designed to align the properties with their respective brand standards. Accor said the move will enable the hotels to leverage its international distribution channels and its loyalty program, ALL – Accor Live Limitless, which now has more than 95 million members worldwide.³

With the rebranding, the number of hotels under Elanor’s Hotel Accommodation Fund operating as Accor-branded properties will increase to nine. Elanor’s strategy focuses on repositioning assets to boost long-term value and performance, with brand partnerships playing a key role.⁴

Accor’s Pacific Chief Operating Officer, Adrian Williams, highlighted that the expansion enhances the group’s portfolio across Australia’s regional and lifestyle destinations, while Elanor’s executives noted that brand strength and guest loyalty were central to the decision.¹

This collaboration reflects a broader trend of investors seeking globally recognized hotel operators to enhance both guest experience and investment outcomes.

¹ “Accor Rebrands Four Elanor Hotels.” Australian Financial Review, September 9, 2025. https://www.afr.com/property/commercial/accor-rebrands-four-elanor-hotels-20250909-p5mtj2.
² “Four Elanor Hotels Transition to Accor Brands.” Hotel Management, September 10, 2025. https://www.hotelmanagement.com.au/2025/09/10/four-elanor-hotels-transition-to-accor-brands.
³ “Four Elanor Hotels Transition to Accor.” Hotel News Resource, September 10, 2025. https://www.hotelnewsresource.com/article138004.html.
⁴ “Accor Strengthens Partnership with Elanor Through Rebranding of Four Hotels Across Australia.” Hospitality Net, September 10, 2025. https://www.hospitalitynet.org/news/4128847.html.