Crowne Plaza flagged as centrepiece for $750m Parramatta mixed-use plan
Urban Property Group has recast its Parramatta project with an upmarket Crowne Plaza anchoring a $750 million, two-tower precinct opposite the train station—signalling confidence in the fast-growing hub often dubbed Sydney’s “second CBD”.
Under the updated scheme, IHG Hotels & Resorts would operate the 217-key Crowne Plaza Parramatta, positioned within a podium that links the towers and connected directly to the rail concourse. Plans outline an all-day restaurant, lobby bar and a rooftop infinity pool aimed at both corporate travellers and the game-day leisure market generated by nearby Parramatta Stadium and Sydney Olympic Park.
IHG’s Australasia and Pacific managing director, Matt Tripolone, said the premium brand was a strategic fit for the district’s increasingly business- and events-led demand profile—and would become the company’s third Crowne Plaza in Sydney. “It needed to be a brand that was approachable, that people understood … the price point’s quite affordable – it needs to be that in Parramatta,” Tripolone said. “When you add up all of those elements, Crowne Plaza is a brand that actually does all that.”
Tripolone added that Western Sydney’s growth trajectory—supported by major infrastructure investment, the concentration of business and government activity, and the opening of Western Sydney International Airport in 2026—underpins the hotel’s broader appeal.
Guestrooms are slated for the lower floors of the 37-level East tower. Beyond the hotel, the proposal includes 703 apartments—predominantly build-to-rent—together with dedicated affordable housing and units designed for people with disabilities. Retail activation is planned at ground level with 684 square metres of space.
Urban Property acquired the 2,811-square-metre site, spanning Argyle and Fitzwilliam streets, from Transport for NSW in 2022. An earlier concept focused on residential and office uses across two towers, including 316 apartments and a smaller retail component. The market’s shift, combined with local demand drivers, prompted a re-think.
“We’ve reimagined the project as a hotel and build-to-rent precinct to tap into the huge demand for quality housing and short-stay accommodation in Parramatta,” chief executive Patrick Elias told The Australian Financial Review. “When you have a hotel, there are a lot more synergies with the amenity that the residents might use. “We see that as a much better fit rather than having a commercial [space] on top or below a residential tower.”
Elias said the developer-builder is leaning into Parramatta’s momentum as Sydney’s second CBD and, in a first for the group, partnering with a global hotel brand. “We’re pretty excited about being part of a global brand such as IHG,” he said. “They give us scale to have a bit of brand muscle and global reach, and we’re happy to bring our local, build expertise and execute something that’s a world-class brand.”
Urban Property is seeking state-significant development status to streamline approvals, consistent with its approach to the original scheme. A development application has been lodged; subject to consent, works could begin next year, with completion targeted for late 2029.
The move aligns with IHG’s broader Australian growth pipeline, which includes new InterContinental openings in Melbourne, Canberra and Sydney, alongside the revival of the Regent brand within the next five years.
Jonathan Jackson, 27th October 2025
