Accor and Elanor Investors Group have announced plans to reposition and rebrand four hotels within the Elanor Hotel Accommodation Fund. Managed by long-term partner 1834 Hotels, the properties are set to join Accor’s network in October 2025 officially.
As part of this strategy, Byron Bay Hotel and Apartments will become The Sebel Byron Bay, Barossa Weintal will transition to Mercure Barossa Valley, Clare Country Club will relaunch as Peppers Clare Valley, and Adabco Boutique Hotel Adelaide will be rebranded as Mantra Wakefield Adelaide. The initiative aims to boost both asset performance and guest satisfaction by leveraging internationally recognized hotel brands.
“We’re thrilled to welcome these outstanding hotels and resorts into the Accor network and to deepen our long-standing partnership with both Elanor and 1834 Hotels. 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. We take a sophisticated and hands-on approach to franchising, working closely with our partners to provide the tools, insights and local support they need to succeed,” said Adrian Williams, COOof Accor in the Pacific region.
“We are very pleased to expand our relationship with Accor and strengthen the brand positioning of these hotels. 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,” said Tony Fehon, managing director of Elanor Investors Group.
The rebranding of Peppers Clare Valley and Mantra Wakefield Adelaide will follow refurbishment works to ensure full alignment with Accor’s brand standards. The Sebel Byron Bay marks Accor’s return to Byron Bay, strengthening The Sebel’s presence in premium regional and lifestyle destinations. Established in 1963, The Sebel continues to represent apartment-style accommodation with a focus on style and comfort.
1834 Hotels will manage day-to-day operations throughout the brand transitions, ensuring a smooth process and continuity of service. With these four properties joining, the Fund now has nine hotels operating under the Accor brand. The project highlights the close collaboration between Accor, Elanor, and 1834 Hotels to deliver strong commercial results, improved guest experiences, and long-term value through franchising.