Global giant takes over Sebel hotel

The Western Bay visitor market will be given a boost when the world's largest hotel operator takes over the management of the upmarket Sebel Trinity Wharf during the middle of next year.

The four-star Tauranga hotel on Dive Crescent - opened five years ago - will become part of Accor's global sales and marketing network involving 4274 hotels in 90 countries.

French-based Accor this week announced it has bought the management and branding rights of Mirvac Hotels and Resorts in Australia and New Zealand in a deal worth €195 million ($334 million) and to be settled in June.

Australian-listed Mirvac, which is moving out of hotel management and concentrating on property investment and office and residential development, has Quay West Suites, Sebel Suites and Sebel Cornwall Park in Auckland and the Sebel Trinity Wharf here.

Peter Hook, Accor Asia Pacific's general manager communications, said from Sydney that the new arrangement would create benefits for the city.

"Accor has been looking for a hotel over your way, and it can put considerable resources into promoting the hotel and the region. It is still one of the New Zealand's premier domestic destinations," he said.

"We can integrate the hotel into Accor's global network, and we will be putting a focus on the city's attributes and attraction. The marketing will be a complete package - and it also opens up employment opportunities within the group," Mr Hook said.

Accor is one of the largest hotel operators in China, Indonesia and India, and it has a proven record of tapping into new markets, he said. With its loyalty programme, Accor can fill up rooms in the New Zealand hotels in the off-season.

Accor's Advantage Plus membership in Australia and New Zealand totals 250,000 and entitles them to accommodation and food and beverage discounts.

Accor has 15 different hotel brands around the world from luxury to economy, and the most well known in New Zealand are Sofitel, Novotel, Mercure and Ibis.

Mr Hook said no decisions have been made on rebranding the Mirvac hotels - "till we speak to the owners, that's not even under consideration".

He said Accor executives will talk with Sebel Trinity Wharf owners Geoff and Shelley Payne in the New Year.

Mrs Payne said they had just heard about the deal and had yet to receive full details.

"It's very delicate, the staff are on tenterhooks, and we have to look at the best options for us."

Sebel Trinity Wharf employs about 80 people, and Mr Hook said Accor would look at retaining the Mirvac team. "The Tauranga hotel is well run and it's the back engine where Accor can add value."

Mrs Payne said one of the options would be to consider re-branding "but we have to have a good old yarn because I understand they were trying to get one going up the road".

Investor Tainui Holdings pulled out of backing a new Novotel Hotel and Apartments in Durham St, opposite Baycourt Theatre, but Tauranga City Council resurrected the plans this year. Tauranga mayor Stuart Crosby said a further meeting was held yesterday with the Auckland developer and negotiations were still continuing.

He said an investment group had also entered the picture, and from its point of view the councillors have agreed to a package and it is in their court to deliver.

Mr Crosby knew about Accor's discussions with Mirvac and "I think it's very positive for Tauranga. It creates a wider market for the [Sebel] hotel and the local visitor industry".

Mirvac operates 48 hotels with nearly 6000 rooms in Australia and New Zealand, and Accor has also taken a shareholding in Mirvac Wholesale Hotel Fund, giving it ownership of 11 hotels in Australia.

Accor's latest deal will give it 241 hotels and 32,000 rooms in Australia and New Zealand, and it has a target of opening 40,000 rooms next year and in 2013.