Stella: Number Two With A Bullet

ACCOR remains the dominant player in Australia’s accommodation industry but the aggressive Stella Hotels and Resorts, which grew an astonishing 136% during 2006, is fast catching up.

The annual Top Operator Survey by Jones Lang LaSalle shows that Accor Asia Pacific (AAP) has almost 17,000 rooms under management – up 5.4% during the year – across 117 properties.

Stella is now clearly the second-biggest operator, controlling 12,422 rooms spread over 113 properties.

Then there is a significant gap to the InterContinental Hotels Group with 8140 rooms, down 4.4% over the previous year.

Other major operators include Toga (5096 rooms), Mirvac (4614), Amalgamated Holdings (4343), Oaks Hotels and Resorts (3933), Quest Apartments (3900), Hilton Hotels (3208) and Starwood (3119).

Apart from Stella, the big movers during 2006 were Mirvac, which grew rooms under management by 66%, and Toga, up 17%.

Meanwhile some of the major international brands trod water or went backwards – for example, Starwood Hotels and Resorts rooms under management fell 3.1%.

Interestingly, local operators now occupy six of the top ten positions in the Jones Lang LaSalle table.

Stella’s acquisitions during 2006 included Outrigger Hotels & Resorts (1500 rooms), S8 Limited (3546 rooms), Pacific International (1817 rooms) and the Saville Hotel Group (1725 rooms).

“Many of these properties will be rebranded to one of Stella’s existing brands – Mantra, Peppers, Breakfree or Bale,” said David Gibson, CEO of Jones Lang LaSalle Hotels Asia Pacific.

“With a reported pipeline of 2,220 rooms across 21 properties over the next two to three years, we expect MFS to gain further ground throughout 2007,” Mr Gibson said.

TravelTrends.biz
March 20, 2007

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