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Luxury six-star global hotel brand earmarked for heart of Southbank

June 3, 2021 Hotel Developments No Comments
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After a 12-month process engaging top-end operators, Melbourne’s foremost developer Beulah has shortlisted a global hotel brand with branded residences, bringing their vision of a luxury urban sanctuary one step closer to fruition in the heart of Southbank.The overwhelming number of submissions Beulah received for this exclusive project, even amidst the COVID period, demonstrates high demand among the world’s leading hotel brands who received the targeted invitation, piquing the interest of those who historically would have been swayed by a Collins Street address.

What began as a five-star positioning in initial concept inception is now primed to become a six-Star Urban Resort once the process with the elite global operator completes, promising to appeal to global explorers and experience seekers alike, who appreciate design, art, sustainability, wellness, culture and social connection.

While Beulah is bound by confidentiality until full contracts are signed, what can be shared is that the shortlisted hotel brand is an established leader in the areas of sustainability, design, wellness, exemplary service, technology and innovation.

Beulah Executive Director Adelene Teh said Melbourne is long overdue for a world-class, leading hotel that is comparable to the best in the world; Southbank by Beulah will bring this to Melbourne.

“Our vision for Southbank by Beulah is to create nothing less than a landmark destination which will redefine our city’s retail, hospitality, commercial and residential landscape.

“It will also be a key destination for local Melbournians to enjoy, to use as a place to go after work, for a special occasion or for an event. Traditionally, and unlike global counterparts, hotels in Melbourne have not attracted locals. We are wanting to reverse this by creating spaces that locals want to go whilst at the same time, providing a destination for tourists wanting to experience Melbourne.

“The hotel represents a beautiful urban sanctuary within that vision, appealing to both the global explorer and the experience seeker. Designed by world class architects and integrated within the wider community, our dream is for the hotel to become the top destination when visiting Melbourne,” she said.

The success of the hotel’s submission was due in part to full alignment with Beulah’s vision for the experience, which includes being future-focused, having an integrated

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