First look: Accor ‘confident’ in Melbourne market ahead of St Kilda opening
Led by owner ERDI, The Saint Kilda Beach Hotel transformation spans across its 80 guest rooms as well as a new conference and events facility for up to 140 guests, plus a new flexible co-working space, and is on track for completion by its October debut.
“The transformation of this landmark property into Novotel St Kilda reflects the continued strength of Accor’s network across the Pacific and our confidence in the Melbourne market,” said Adrian Williams, Chief Operating Officer of Accor in the Pacific region.
“Novotel is a globally recognised brand that continues to evolve in step with the needs of today’s travellers. Grounded in its Longevity Everyday philosophy, the brand is designed to support renewed energy, connection and everyday wellbeing through simple, intuitive experiences. We are confident this positioning will resonate strongly in St Kilda and contribute positively to the hotel’s next chapter. We look forward to working closely with our valued partners at ERDI to bring this new vision to life.
The transformation will feature a contemporary coastal palette to create calming spaces, and central to the property, a reimagined internal garden atrium will introduce natural light and openness.
The hotel will also launch Urban Kitchen & Bar – St Kilda, taking Novotel’s food and beverage philosophy to life. Designed as a lively dining destination for both guests and locals, the venue will seat up to 120 guests and include several private dining spaces.
Interior designer Rebecca Trenorden of Versa led the design for the project and said it “celebrates the eclectic character of Fitzroy Street, where cosmopolitan culture meets the coast”.
Ricky Jeffs, CEO and Executive Director of ERDI, said the transition to Novotel represents an exciting milestone for the business and its growing partnership with Accor.
“This is a very exciting moment for our team and for the future of the hotel. Joining the globally recognised Novotel brand allows us to bring a completely refreshed guest experience to St Kilda while leveraging the strength and reach of the Accor network.
“We’ve seen the success of the Novotel brand across our portfolio with Novotel Geelong, alongside Pullman Melbourne City Centre and Mercure Welcome Melbourne, and we’re incredibly proud to continue building ERDI’s partnership with Accor. The reopening of Novotel St Kilda will bring a fresh energy to this iconic location, and we’re confident it will play a positive role in welcoming more visitors to St Kilda and supporting the local community,” Jeffs said.
The project will also make a local impact, and is in partnership with Sacred Heart Mission, where furniture and fittings from the existing hotel were redistributed by ERDI to support those in need. ERDI has also committed financial support to several local charities, including Sacred Heart Mission, The Mirabel Foundation, and St Kilda Mums, which rehomes new and pre-loved baby goods and nursery equipment to families that need some support.