Unveiling a new brand: “Independent collection by Event”


Leading hospitality, entertainment and leisure company, Event Hospitality & Entertainment (EVENT) has announced the launch of a new brand designed exclusively for independently branded hotels in Australia and New Zealand; Independent Collection by EVENT.

Independent Collection by EVENT offers affiliate and management solutions for independently branded hotels. Over the past 18 months, EVENT has secured a number of agreements for iconic independent hotels such as the Oval Hotel in Adelaide and the Victoria Hotel in Melbourne, which will form part of this portfolio.

Every hotel in the collection will celebrate its own individual brand and unique guest experience, powered by the extensive experience and expertise of the EVENT group. The collection of properties will be categorised under four pillars and provides a platform for growth;

  • Luxe, featuring exceptional luxury hotels
  • Style, featuring lifestyle hotels that are fashionable, unique and creative
  • Classic, featuring hotels that epitomise superior quality
  • Comfort, featuring hotels that are affordable and comfortable.

The Independent Collection by EVENT will sit alongside EVENT’s other leading brands; Rydges Hotels, QT Hotels & Resorts, Atura Hotels and JUCY Snooze. The brand provides even greater flexibility for hotel owners; delivering a solution that retains their independent hotel brand while maximising the profitability and growth potential that comes from EVENT’s combined distribution, marketing and sales power, to deliver awareness and visibility in the market and strong performance.

Norman Arundel, Director of Hotels and Resorts at EVENT, said, “The launch of The Independent Collection is reflective of our ambitions to continue to innovate, offer tailored options and maximise asset value for owners. The initiative responds to an emerging opportunity that we have the capability and expertise to respond to, delivering market leading results for owners.

“We own and operate our own hotels and provide our services under a range of management agreements under our award-winning brands so we understand that every hotel and owner has different goals and needs. Our expanded offer allows us to accommodate the unique requirements of independent hotel owners looking for highly flexible partnerships and strategies, meaning we can now offer and deliver management solutions for any type of hotel across Australia and New Zealand, either under our brands or under an existing independent brand.

“Hotels in the Independent Collection by EVENT can tap into our customer database – Australia and New Zealand’s largest – our strong distribution power and online presence, gain access to cost savings through our purchasing power and preferred agreements and benefit from a local management team who understand the specific opportunities and challenges of the Australian and New Zealand market and travel industries, to deliver agile and tailored support.”

The Independent Collection launches with the following properties:

  • Luxe
    Oval Hotel
  • Style
    The Ultimo
  • Classic
    The Victoria Hotel The Tank Stream Yarra Valley Lodge
  • Comfort
    Pensione Hotel