Daily Newsletter

09 August 2023

Daily Newsletter

09 August 2023

Five-star hotel Pullman Sydney Penrith set to open in NSW

The $72.6m, 153-room luxury hotel is claimed to be the first five-star hotel west of Sydney Olympic Park.

August 09 2023

Pullman Sydney Penrith, a five-star hotel, is set to open this week at Penrith, a town in Greater Western Sydney of New South Wales (NSW) in Australia, after five years of construction, reported news.com.au.

Panthers Group has invested A$110m ($72.6m) on this 153-room luxury hotel, which is part of hospitality group Accor.

Claimed to be the first five-star hotel west of Sydney Olympic Park, Pullman Sydney Penrith, which is about to open ahead of Western Sydney Airport’s completion, will feature three cocktail bars and a fine dining restaurant.

Stating that Penrith is set to become a big city, Panthers Group CEO Brian Fletcher told 9news.com.au: “A lot of people are moving out this way and you got to realise that in three years time it will be only 20 minutes from the new airport."

The hotel will provide its guests with a key feature called the sleep therapy menu that enables them to order night lights, aromatherapy sprays, face masks, soothing teas, and background noise machines.

It will house the Western Sydney Conference Centre, thereby bringing entertainment, leisure and business at one place.

The project’s concept was brought to life in 2017 and a year later, ground was broken.

Pullman Sydney Penrith general manager Glen Erickson told news.com.au: "The project was put on hold throughout the Covid period before construction recommenced in February 2022, with the launch on 11 August, 2023.

"We have been really fortunate to work with an amazing builder in Richard Crookes construction and Architecture and design studio, Turner, to have the project delivered on time and within budget."

The hotel will feature 24 junior suites, 25 deluxe rooms and 96 superior rooms, with rates beginning on an average of $300 per night.

Among the amenities to be provided include the usual valet parking, concierge services, 24-hour in-room dining, a fitness facility, sauna, and meeting venues.

Demand for upscale and luxurious products has been rising steadily in the travel and tourism sector

The theme of premiumization, and the upscale and luxury markets, now have the opportunity to thrive in an industry that has had to rapidly change to meet new changes in traveler demands. The increased need for privacy, a greater focus on health and wellbeing, a desire to tick off ‘bucket list’ experiences, unintentional saving of money, the tendency to take longer trips, the focus on eco-tourism, and an increase in millionaires means the theme of premiumization will continue to grow in importance. The travel industry will experience a surge in demand for higher-end and customized offerings as experiential consumption keeps growing. For many, ‘premium’ means a variety of things. However, it refers to first-rate service, extreme comfort, and one-of-a-kind experiences in travel and tourism. Premiumization is closely linked to luxury travel. While premiumization attracts only a small number of global travelers, it is important for companies as it is a valuable revenue stream that is unlikely to be impacted by external factors like economic downturns. Personalization is key in premium offerings, the shift from focusing solely on premium products to an emphasis on delivering exclusive and personalized offerings is apparent. Therefore, smart destinations can help to create hyper-personalized services and products. Leveraging the Internet of Things, destinations can curate offerings based on gathering real-time data on guest preferences and behaviors. This enables the industry to transcend typical offerings and remain competitive.

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