Panache Hotel Group (PHG) has marked a major milestone in its expansion, announcing the signing of The Sebel Sydney Chatswood, its first Sydney property.
From 12 November, PHG will assume management of the apartment hotel, strengthening its partnership with Accor and adding another renowned brand to PHG’s growing portfolio alongside Peppers Docklands in Melbourne and Mantra on Hay in Perth.
Located in the heart of Chatswood – one of Sydney’s most dynamic commercial and cultural hubs – The Sebel Sydney Chatswood offers spacious one-, two- and three-bedroom apartments, along with a swimming pool, gym and meeting spaces.
Its location provides direct access to Chatswood’s bustling thriving business precinct, the retail powerhouse of Westfield and Chatswood Chase, and the city’s celebrated dining scene. With the Sydney Metro on its doorstep, guests can reach the CBD in under 15 minutes, making the hotel a strategic base for corporate travellers, extended stays, and leisure guests alike.
Wilson Bao, Chief Executive Officer of Panache Hotel Group, added: “Sydney has always been key to our growth story, and we are proud to establish our presence here with The Sebel Chatswood. Panache is all about agility, innovation, and performance – values that resonate strongly in a market as competitive as Sydney. This debut not only strengthens our relationship with Accor, but also demonstrates the confidence hotel owners have in our ability to unlock value and create standout guest experiences. We see Chatswood as the perfect launchpad for our expansion into Australia’s largest city.”
Thomas John (TJ), Vice President – Strategy & Development at Panache Hotel Group, said: “The signing of The Sebel Chatswood is an important step for Panache as we expand into Sydney, Australia’s largest hotel market. This property is perfectly aligned with our strategy of revitalising assets in high-demand locations, and its position in the heart of Chatswood makes it an exciting addition to our portfolio. Our management approach ensures we can unlock fresh value for both the owner and Accor while delivering a superior experience for guests. It’s a strong signal of the momentum we’re building as we continue the journey to double our portfolio by 2026.”
PHG has established a strong track record of repositioning and turnarounds, delivering measurable improvements in profitability, guest satisfaction, and owner returns. Its dedicated offshore support network across Australia, Malaysia, the Philippines, and China enables scalable back-of-house solutions – driving efficiency and maximising value for owners.
The signing builds on PHG’s successful partnership with Accor, which now spans three properties across Australia. It also reflects PHG’s intent to continue growing its portfolio through both branded and independent collaborations with leading hotel companies across Australia and New Zealand.
Guests will also enjoy the signature Sebel experience and can sign up to become a member of ALL Accor, Accor’s lifestyle loyalty programme, to unlock a range of exclusive benefits.
This Sydney debut underscores PHG’s growth momentum, as the group accelerates towards its ambition of doubling its portfolio by end the end of 2026.
