Accor swoops on four Elanor hotels for rebrand
Hotel giant Accor is adding four more properties to its network, striking a deal with Elanor Investors Group to rebrand venues in Byron Bay, Adelaide and regional South Australia.
The real estate remains in an Elanor-managed fund, with 1834 Hotels still running day-to-day operations. But each site will now fly one of Accor’s well-known flags, tapping into its 100-million-member ALL loyalty program.
For Accor, it marks a return to Byron Bay with The Sebel Byron Bay, while the others will carry the Peppers, Mantra and Mercure brands. “We are currently working with both Elanor and 1834 Hotels on the programs, with exciting enhancements likely to deliver upgraded rooms, refreshed food and beverage offerings, and improved amenities,” said Adrian Williams, Accor’s chief operating officer for the Pacific.
Williams said each property had been matched with a brand that suited its market: “The Sebel is synonymous with premium apartment-style accommodation and lifestyle destinations, making it a natural fit for Byron Bay … Peppers has a strong reputation in regional wine and food destinations, perfectly suited to Clare Valley. Mantra is an established, trusted brand in Adelaide, and Mercure has exceptional recognition in leisure-driven regional markets such as the Barossa Valley.”
Refurbishments at Peppers Clare Valley and Mantra Wakefield Adelaide are due within 12 months. Elanor’s managing director Tony Fehon said the move would “help differentiate the Elanor-held hotels and enhance their performance.”
Industry adviser Deans Dransfield noted that Accor’s local loyalty strength would give the regional hotels a boost: “They have the largest local loyalty program, which is the exact target customer for those types of places.”
Jonathan Jackson, 10th September 2025
