La Vie Hotels & Resorts has secured the exclusive rights to bring Yoo Hotels to the Pacific and will open Australia’s first By Yoo hotel in Melbourne in early 2025 – a joint venture between Owners DCF Property Group and M Property.
Nu By Yoo will be located in the heart of South Melbourne, situated next to ANZAC Station and close to the Royal Botanic Gardens. The hotel will boast 88 guestrooms, ground floor restaurant, intimate bar, spacious gymnasium and pool. The restaurant will partner with a local well-known chef to weave food and beverage experiences into the guest journey.
The hotel will be part of a mixed-use development, with 43 one- to four-bedroom residential apartments – occupiers of the apartments will also benefit from Nu By Yoo’s concierge services and hotel facilities.
Craig Bond, managing director of La Vie Hotels & Resorts, said: “We are so excited to be introducing a brand that is truly born from design and authentically fits the mould of a lifestyle-led design hotel to the Australian market. If the pandemic has shown us anything, it is that people are wanting to feel connected and when travelling, be transported to a place that inspires and excites while factoring in the local idiosyncrasies of the community. Nu By Yoo is going to do just that.”
He added: “We feel the Australian market is ready for a new hotel brand and one that takes design and lifestyle to a new level. Bringing Yoo Hotels to Australia is a game changer, and while we plan on opening our first By Yoo Hotel in Melbourne, we have plans to take the brand to other major capital cities and premier resort locations around the Pacific. We are seeing strong demand from owners for the Yoo brand and we are excited to make further announcements in the coming months.”
Founded in 1999 by international property entrepreneur John Hitchcox and the renowned designer, Philippe Starck, Yoo has evolved into a recognised residential lifestyle brand.
Yoo group chairman, John Hitchcox, shared: “We are delighted to bring Yoo Hotels to Australia and to have La Vie Hotels & Resorts as our exclusive management partner. We know how much Australians appreciate good design and we could not think of a more compelling city to launch Yoo Hotels into the Australian market than Melbourne.”
With over 20 years of leadership and experience in strategy and operations across a number of leading media, advertising, and consumer-facing companies under his belt, Goldberg will return to the travel sector to innovate within the industry and leverage the platform’s reach and community trust. He foresees many opportunities to create value for travellers and partners alike.
Meanwhile, Bridge brings with her a depth of experience and knowledge having held various leadership positions during her eight years with IHG Hotels & Resorts.
Pattaya is poised to reclaim its status as one of Thailand’s top tourism destinations as the country progresses toward full reopening, opine industry insiders who draw their confidence from the city’s rebranding as a leisure all-rounder.
“The only way is up for Pattaya now,” said Matthew Fryar, general manager of Avani Pattaya, one of the city’s premier luxury properties.
“Things have been rough during the pandemic – as they have been everywhere in Thailand – due to the lack of international arrivals and restrictions on entertainment. But Pattaya has been refining its brand for a long time to give it broader appeal and that stands it in great stead as we move forward,” he added.
The rambunctious seaside destination – a long-term favourite for tourists due to its proximity to Bangkok and its wide selection of hotels, restaurants, golf courses, and other leisure options – has undoubtedly had a challenging time during the pandemic.
Pattaya was the birthplace of mass tourism in Thailand and was especially popular with Chinese groups before the global health crisis, with some estimates putting monthly arrivals from China at around 800,000 per month at their peak.
International arrivals have been limited for much of the last two years. Thailand’s ongoing nightlife ban and its restrictions on restaurants and other venues, meanwhile, have had a devastating impact on the city’s vital entertainment sector.
However, with restrictions easing within the country and Thailand dropping entry requirements such as PCR tests for international arrivals, Pattaya is set for tourism recovery. The destination is also poised to reassert its appeal as a popular spot for Indian weddings and corporate events.
“Pattaya’s vibrancy and uniqueness put it in a strong position to bounce back from the pandemic,” said Vitanart Vathanakul, CEO of the Royal Cliff Hotels Group and Pattaya Exhibition and Convention Hall (PEACH).
Indeed, Pattaya insiders point to several factors working in the destination’s favour moving forward – not least attempts by city authorities led by mayor Sontaya Kunplome to improve infrastructure and spruce up popular areas such as the main beach.
The mayor has invested in a “Neo” or New Pattaya, a business and leisure hub with smart capabilities modelled on destinations such as Miami, Singapore, and Abu Dhabi.
Attention has been drawn to beach renovation projects, ring roads, the Bali Hai pier transformation, and the upcoming high-speed rail link to Bangkok as examples of a Neo Pattaya generously funded by Thai and foreign investors in the three-province Eastern Economic Corridor (EEC).
Several prominent international businesses are already investing in the EEC, and more are planning to join. The ultimate goal is for the EEC to be an innovation hub that will fuel Thailand’s economy.
“These developments will elevate Pattaya as a MICE-destination and bring in more interesting events and conferences,” Vitanart told TTG Asia.
While the future looks set to bring remarkable changes, the evolution of Pattaya as a destination is already noticeable. On North Pattaya Road, the retail landmark Terminal 21 opened in 2018. Forthcoming highlights, meanwhile, include the world’s first Columbia Pictures Aquaverse, a major waterpark.
“The pace of change is remarkable,” added Fryar, whose own hotel, Avani Pattaya, is located in the nerve centre of Pattaya along the cleaned-up Beach Road. “Traditional businesses have been supplemented by lifestyle cafes, smart beach clubs, and new malls such as Terminal 21. New family attractions are opening all the time. All of this is forcing the destination to evolve.”