Right in the heart of Melbourne's business district, at 408 Flinders Lane, the new W spot opened its doors on 4 February. The Marriott group has thus acquired a new strategic address on the Australian market, pending the brand's expected return to Sydney. "Melbourne is the ideal location for the W brand's spirit of playful luxury and we couldn't be more excited to unveil this much-anticipated hotel to the world," says Jennie Toh, Vice President of Marketing and Brand Management for Asia Pacific at Marriott International, which aims to "redefine the luxury hotel scene and become a must-visit destination for travellers and locals alike".
Designed by local architects Hachem, the W Melbourne features 294 rooms and 29 suitesand more than 800 m² of event space for meetings & events customers. And more, four restaurants and bars have been integrated into the establishment. In terms of well-being, the5-star hotel features an ultra-modern fitness centre on the 14th floor and an indoor swimming pool.
The Australian hotel scene is undergoing a profound metamorphosis, particularly in the lifestyle and upmarket segments. In recent weeks, several major international groups have unveiled their ambitions for the main business destinations Down Under. The Accor group plans to establish the 25hours brand in Melbourne and Sydney, where The Porter House Hotel Sydney will join the MGallery network at the end of 2021.
