Accor and Elanor Investors Group (Elanor) have rebranded four properties within the Elanor Hotel Accommodation Fund (EHAF). The hotels will be managed by 1834 Hotels and will join Accor’s network in October 2025.
As part of the EHAF’s asset strategy, Byron Bay Hotel and Apartments will become The Sebel Byron Bay, Barossa Weintal will become Mercure Barossa Valley, Clare Country Club will become Peppers Clare Valley, and Adabco Boutique Hotel Adelaide will become Mantra Wakefield Adelaide.
The rebranding is intended to improve asset performance and guest experience by aligning the hotels with recognised regional and global brands. The conversion of Peppers Clare Valley and Mantra Wakefield Adelaide will follow planned refurbishment works to ensure full brand alignment. The Sebel Byron Bay marks Accor’s return to the area, continuing the long-standing presence of The Sebel brand in regional destinations since 1963.
1834 Hotels will manage day-to-day operations during the transition, increasing the number of EHAF hotels under the Accor brand to nine.
Adrian Williams, chief operating officer of Accor in the Pacific region, said: “These hotels are well positioned in key regional and leisure destinations and we are confident they will see immediate benefit from our scale, systems and support. By joining our franchise network, each hotel gains access to Accor’s global distribution system and award-winning loyalty programme – ALL Accor.”
Tony Fehon, managing director of Elanor Investors Group, added: “Aligning with Accor’s respected and targeted brand architecture allows us to further differentiate our portfolio and enhance investment performance. The support and operational execution by 1834 Hotels has been instrumental in bringing this strategy to life.”
The rebranding is underway, with minimal impact on operations and a focus on implementing the new Accor brands.
