International travel bans as a result of the pandemic greatly impacted bookings for luxury hotels. In an attempt to control the spread of COVID-19, Australia introduced a ban on the arrival of all non-citizens or permanent residents from 20 March 2020, with the exception of an air bubble with New Zealand towards the end of the year.
Hotels have had to use different strategies to generate cashflow and fight for survival during COVID-19. For instance, Marriott Australia & NZ’s Pier One Hotel remained opened during 2020 but implemented safety measures to ensure customers’ stays are comfortable and safe.
Conversely, other hotels were closed during the country-wide lockdown in the second quarter of 2020 or used the opportunity for renovations and maintenance at their establishments. Versace SpA’s Palazzo Versace Gold Coast, for example, was closed during the initial lockdown, from the start of April until June 2020 and closed again for maintenance until the beginning of August.
As with experiential luxury, COVID-19 affected luxury hotels in Australia negatively in 2020 and the category is not expected to recover over the forecast period. However, both health and safety became a new luxury during the pandemic.
The luxury hotel industry is heavily reliant on international travel and tourists. Therefore, as a result of international border closures, which are not expected to open in the first half of 2021, luxury hotel occupancy rates are expected to continue suffering despite Australians travelling within the country more than ever.
The luxury Fairmont hotel brand announced plans for opening a luxury hotel in Port Douglas, Queensland in 2023. This will be Australia’s first Accor Fairmont hotel with construction of the AUD300 million resort commencing early in 2021.
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Understand the latest market trends and future growth opportunities for the Luxury Hotels (5-star plus) industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Luxury Hotels (5-star plus) research and analysis database.
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