Choice Hotels Asia Pacific is bolstering its Melbourne portfolio with the addition of a new CBD property, Quality Apartments Melbourne Central.
Located on Little Burke Street, the property offers a collection of one and two bedroom apartments with modern furnishings in a boutique-style setting.
Choice Hotels Asia Pacific CEO Trent Fraser said Quality Apartments Melbourne Central ticks all the boxes for the “bleisure” traveler.
“It’s a home away from home when traveling on business and it’s the perfect place to extend those weekend stays, with CBD shops, tourist attractions, restaurants and entertainment at your doorstep,” he said.
“Being part of the globally recognized Quality Hotel brand gives Quality Apartments Melbourne Central the opportunity to leverage our marketing and distribution channels and benefit from partnerships that are difficult to obtain or maintain. when you go it alone.”
The property will also benefit from Choice’s local loyalty program, which has more than 510,000 members, and its broader international loyalty program of 51 million members.
This is Choice’s fourth partnership with hotel management company 1834, following three Adelaide hotels.
“We are seeing tremendous growth in demand, and 1834 is particularly excited about working in the Melbourne market with Choice Hotels as a franchise partner,” said 1834 CEO Andrew Bullock.
“Choice Hotels is a great franchise and brand partner for us. As we work in the business and on the business every day, they bring a tremendous amount of leverage and opportunity from sales and distribution channels, but also a suite of globally recognized brands and a program of valuable loyalty.