New mid-market hotel to attract business travellers

Australia’s first Atura hotel has opened in Sydney and is set to deliver industrial-style spaces and value to urban travellers across the country.

Atura is responding to a growing demand for mid-market hotels in major international cities for guests seeking affordable accommodation without missing out on quality amenities.

Following a market slowdown in both tourism numbers and hotel construction in recent years, mid-market hotels have found a niche between high-end luxury and budget hotels.

This style of hotels focus on interior design, cutting edge technology and inner city locations while welcoming a growing number of business travellers who are under pressure to cut travel costs but are still seeking corporate facilities.

Palm Springs Inspired Pool

Owned and operated by Amalgamated Holding Limited (AHL), which also owns Rydges and the characteristic QT Hotels & Resorts, Atura’s new home will be in Blacktown, Sydney. The location is only 45 minutes from the CBD and is close to the soon to be opened Wet ‘n’ Wild Sydney water park and Skyline Drive In.

“Atura brings a fresh approach to the local Australian accommodation industry,” said David Seargeant, AHL’s group managing director.  “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.”

The hotel features 122 rooms that AHL describes as “urban industrial, art inspired guest rooms.”

Nic Graham was commissioned for the building’s design and Anna Roberts, hotel stylist and consultant, chose the hotel ornaments.

Colourful Business Centre

Graham is also behind the personable designs of AHL’s QT Hotels & Resorts and followed Atura’s urban/industrial design brief by featuring exposed concrete ceilings and walls, flexible, multi-use open spaces, natural light and floor to ceiling glass doors in the hotel. Colourful and contemporary furniture and “outdoor” materials such as brick can also be found within the spaces.

In terms of services, Atura has focused on complimentary amenities including free Wi-Fi throughout the entire hotel, a feature that will appeal to business guests who are accustomed to paying for high internet connectivity in other city hotels.

Other business facilities include five meeting and event rooms, a business centre containing iMacs, a gym, a Palm Springs-inspired pool and an outdoor courtyard which offers additional space for occupants to socialise or conduct meetings.

Inside an Atura Room

Each room contains a kitchenette, a sofa bed, work desk, coffee machine, controlled air conditioning, Foxtel and an extensive mini-bar.

Atura will be the first Australian hotel to use RFID (Radio Frequency Identification) NFC (Near Field Communication) door locks, allowing hotel occupants to use a smartphone device to access their hotel rooms.

NFC is a short range wireless technology which can communicate with another device up to 10 centimetres away without a Bluetooth pairing.

NFC door locks

The technology is still very new and was used in a pilot last year at the Clarion Hotel in Stockholm conducted by hotel key card company VingCard Elsafe, part of the Assa Abloy group.

VingCard Elsafe has also partnered with BMW to develop new technology that will see drivers book hotel rooms on the go and give them the capability to access their hotel rooms using their car keys upon arrival.

AHL will look to roll out the mid-market hotel brand across Australia over the next few years.

Source: Sourceable, 24 October 2013