Atura Hotels, which was launched last year by Australia’s Amalgamated Holdings Ltd (AHL), has unveiled its second property, following the rebranding of a former Rydges hotel.
AHL, which also owns Rydges, has decided to reposition the Rydges Albury in New South Wales under the new Atura brand. The hotel will now undergo an extensive renovation before re-emerging as part of the modern midscale brand’s portfolio.
The revamped hotel will feature services including complimentary Wi-Fi and local phone calls, a modern business centres with Apple computers and complimentary air-printing services.
“We’re looking forward to delivering the real point of difference at Atura Hotels,” said David Seargeant, group managing director of AHL. “The focus is on delivering design, personality and great value with travellers increasingly seeking value driven experiences to take them out of the everyday – a specialty of Atura Hotels.”
The refurbishment of the hotel is scheduled to commence in mid-August 2014 and will take four months to complete. Work will see the ground floor ceilings lifted and pipework exposed to give an industrial look, and the removal of the conference room to create an open-plan layout. The traditional hotel front desk will be replaced with a “reception pod”.
Marketed as being “urban, industrial and art-inspired”, Atura Hotels are designed as convenient mid-market city hotels, located in CBDs and business hubs. The brand debuted in October 2013 with the Atura Blacktown in New South Wales, and AHL said it plans to launch new Atura hotels “across Australia” in the next few years.
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