Salter Brothers signs mega deal with Accor

Australian-owned global funds management business Salter Brothers will move its portfolio of hotels – acquired as part of its recent Travelodge acquisition in Australia – under Accor at the start of the 2023 financial year.

The management agreement will see its hotels, comprising more than 2,000 rooms, rebranded to ibis Styles, Mercure and Novotel.

From left: Salter Brothers’ Paul Salter and Accor Pacific’s Sarah Derry bear witness to the milestone partnership

The agreement also includes a link to Environmental, Social, and Governance (ESG) outcomes, which is set to include “targets such as green energy procurement, waste and energy, water reduction and diversity”, said Paul Salter, managing director of Salter Brothers.

“The domestic travel market is showing very promising signs of recovery, and we believe that with our major refurbishment programme in the properties and Accor as our partner under this innovative approach to management, we can take full advantage of this opportunity,” Salter commented.

By partnering with Accor, Salter Brothers will be able to access Accor’s distribution engine, and benefit from the brand’s lifestyle loyalty programme, ALL – Accor Live Limitless, along with extended benefits created by Accor’s partnerships with Accor Stadium and Qantas.

The deal is Accor’s largest integration since its US$1.2 billion acquisition of Mantra Group in 2018, which brought the Art Series, Peppers, Mantra and BreakFree brands under Accor.

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