The company that owns Rydges Hotels & Resorts has launched a new midscale, urban brand in Australia.
Amalgamated Holding Limited (AHL) has developed a new hotel brand called Atura Hotels, which it plans to roll out across Australia over the next three years. Designed primarily for the business market, these hotels will put an “emphasis on value”, according to AHL, with properties located in “fringe city CBD suburbs and business parks”.
The first Atura Hotel opened today (Tuesday 15 October 2013), located in Sydney’s southwestern hub of Blacktown. It features 122 “urban industrial” guest rooms, all of which come equipped with kitchenettes, large flat-screen TVs, work desks, minibars and coffee machines.
Facilities include a restaurant, gym, outdoor courtyard pool area and five meeting rooms. Wi-Fi will be complimentary throughout the hotel – one of Atura’s brand standard features, along with free local calls and business centre services such as printing.
“Atura brings a fresh approach to the local Australian accommodation industry,” said AHL’s group managing director, David Seargeant. “The Atura brand is part of a growing global trend towards design-driven hotels offering guests a unique experience – Atura does this with even more value.”
AHL currently operates the upscale Rydges hotel brand in more than 40 locations across Australia and New Zealand.
While no further Atura properties have been announced, AHL said they are likely to be located in “major cities or regional hubs”.