FRASER Island’s Kingfisher Bay Resort is set to join the prestigious Accor Hotel chain.
From May the tourist hot spot will be known as Mercure Kingfisher Bay Resort Fraser Island.
Only the hotel rooms are included under the franchise agreement, meaning the villas, houses and wilderness resorts will remain Kingfisher Group branded.
General manager Gary Smith said the decision to team up with Accor allowed the resort to access the chain’s global branch reach and buying power and was sure to make it more visible in an increasingly competitive market.
He also said it was a welcome boost for the tourism industry and its operators who had faced tough challenges during the past few years and could expect more to follow in the coming months.
“We are tapping into the global distribution power of one of the biggest hotel brands – but doing so in a way which allows us to maintain the unique character of the resort and the expertise of our local staff,” he said.
“It has become increasingly difficult for stand alone properties to cut through in the international and domestic leisure markets.
“This is an exciting time for us and the region and we look forward to joining the Accor family.”
The venture is a positive step for the Kingfisher Group which faced criticism from local operators when it moved its entire mainland transport service from the Urangan Boat Harbour to River Heads last year.
While the name would change, the resort would continue to be managed by the current executive team.
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