Armidale locals and hotel operators, siblings Phill and Anna Mitchell and their parents, Chris and Sigrid, are breathing new life into the Alluna Motel in Armidale  under the Choice Hotels Asia-Pac umbrella, transforming it into a stylish, relaxing retreat  with mid-century modern vibes and exceptional service.

Extensive renovations are set to  commence early next year, with the intention of re-opening mid-2025 as part of Choice  Hotels’ upscale Ascend Hotel Collection, a selection of soft-branded independent  boutique, historic and resort hotels.

“We’re excited to bring something new and fresh to Armidale. We want to create an  experience, so people leave feeling like they want to come back. There’s nothing like the  wellness centre and bathhouse and it will give locals and visitors a new way to unwind,” says Phill Mitchell.

“This motel is a key part of the broader economic growth in Armidale and the surrounding  New England region. The property’s proximity to New England’s renewable energy zones  means it is well-positioned to cater to the influx of workers in the area, as well as leisure  guests.”

The family’s previous Armidale property, which changed hands in 2023, enjoyed business success within the Choice Hotels portfolio, so joining Choice Hotels with Alluna was an  easy decision.

Hot on the heels of M&G Hotel Group introducing two new properties with  Choice Hotels, and current Choice Hotels franchisees Chris and Olivia Taylor launching  Bokarina Beach Apartments alongside their existing hotel, First Light Mooloolaba, the Mitchells are the third Australian franchisee this year returning to Choice Hotels to build  their business.

“Having worked with Choice in the past to successfully grow our previous regional  property, we were eager to re-enter the hotel market with Choice,” says Phill. 

“Being part of Choice Hotels gave us access to corporate markets in regional areas— something we couldn’t do alone. Business advice and support, especially through tough  times, including during COVID, was also a big plus.”

“The Mitchell’s decision to return to Choice Hotels is a great example of the enduring value  of our franchise system, which provides franchisees with the tools and support needed to help succeed in the fast-evolving hospitality landscape,” says Trent Fraser, CEO of Choice  Hotels Asia-Pac. 

“It’s all about being in business for yourself, but not by yourself. Our extended team, from  marketing to revenue management, our suite of proprietary cloud-based systems, our  award-winning Choice Privileges loyalty program, and everything in between, provide  franchisees all of the resources and expertise they need to help succeed.”

Mitchell and his team are keen to tap into Choice Hotel’s extensive national sales and  marketing reach to help grow the hotel’s visibility and attract new guests. 

"The corporate market is key, and Choice Hotels’ network helps us secure bookings from  larger national organisations, which is crucial in a regional setting like Armidale," says Phill  Mitchell. 

Mitchell also gives credit to Choice Hotels’ leadership network as a valuable source of  information, ideas and best-practice sharing. “Having Regional Leaders and market visits  by the Choice Hotels’ team means you can bounce ideas around, providing that extra  support to succeed. It helps to have someone from within the industry to help grow your  business and provide advice on areas of improvement and industry benchmarking.”

The renovation plans for Alluna Motel, tentatively scheduled to be completed in mid-2025,  include both cosmetic updates and the introduction of a wellness centre. Updating the  classic property will make it an appealing option for both corporate and leisure travellers,  with several rooms capable of accommodating small families or groups. 

The property’s retro swimming pool will be maintained, while the rooms will be overhauled  to reflect a mid-century modern aesthetic, with updated furnishings and curated vintage  crockery sourced from local op shops.

“We want to highlight a regional look through a  neutral colour palette and the introduction of wood and texture in the rooms, while at the  same time tapping into a 70s-inspired, mid-century look with curves and vertical tiles,”  Phill Mitchell explains.

In addition to the room renovations, the wellness offering being introduced will feature hot  and cold therapy areas and a bathhouse inspired by the latest designer trends. The  wellness facilities will be accessible to the public and will elevate the overall  accommodation offering, drawing in guests in search of relaxation and rejuvenation.

“Having multiple franchisees re-enter and expand within our network highlights the  strength of the Choice Hotels’ system,” says Fraser.

“This showcases the power of our franchise model, which provides business owners with  the tools they need to succeed independently, while being part of a broader community of  hotel owners and leveraging the power of the Choice Hotels brand.”

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