14 Apr 2020
Words Ben Hall Informer Issue 97

HOTEL PROFILE: CRYSTALBROOK COLLECTION

With the demand for design driven accommodation experiences reaching new levels, it’s little wonder that the Crystalbrook Collection is on a tear with new launches and acquisitions taking place at regular intervals.

The upstart brand recently added the Byron at Byron Resort (in Byron Bay of course), one of Australia’s most awarded properties, to its portfolio from previous owner Gerry Harvey in a reported $42 million deal. In securing the deal, Crystalbrook transformed itself from a boutique operator in a niche market, into a serious player in the industry.

“We are building a global brand – a brand that can operate anywhere in Australia and eventually, anywhere in the world,” says Katie Malone, Group Director of Marketing at Crystalbrook.

 “Despite only launching our first hotel in 2018 and now having six either open or under development, we are committed to expansion.

“We’re open to all opportunities that are right for our brand. So far, this has been hotel and resort developments and acquisitions along the east coast of Australia however our focus right now is Australia and New Zealand.”

Its modern designs, bespoke furniture and artworks have been curated with the help of local designers, architects and others to create a “hyper-personalised” experience for its guests.

Each of its properties has its own distinct identity and this has helped Crystalbrook reinvigorate the modern hospitality experience.

“Crystalbrook is like a family; each hotel or resort like a child, unique in nature and an advocate of the group’s core values,” Malone says.

Our mission is to bring out the individual personality of each hotel and make it shine. From interiors, art, design, music, food and technology to clever guest touch-points, we want who we are, and what defines us, to play a big role.

“We also embrace technology and innovation, both operationally and for customer service, to deliver on its core promise of responsible luxury. We offer fast and free Wi-Fi, in-room Apple iPads, Staycast by Google for video streaming, and hundreds of complimentary movies.”

It's also a hotel group that has embraced the concept of being environmentally conscious while retaining its sense of inclusiveness and fun. 

“Our goal is to be an Australian leader in sustainable tourism through attitude, design, technology and a passion for a better world – or what we call responsible luxury,” Malone says.

“At any of our hotels or resorts, you’ll find no plastic straws, no plastic water bottles, recycled wooden key cards, bags and takeaway containers made from corn, sugar cane and environmentally friendly and fully degradable materials.

“We have large pump amenity bottles (saving more than 1.2 million plastic bottles a year), 80 percent of produce from within a three-hour drive, even the coat hangers had a previous life made from recycled pressed cardboard.”

So what type of guest is the Crystalbrook experience aimed at - city types on a weekend getaway, romantic couples, affluent solo travellers?

“We believe just as no two people are the same, no two hotels are the same. We’re attracting guests with varying needs, wants and aspirations to our properties by appealing to their personal travel style.

“Our guests are luxury travellers who love the five-star lifestyle yet are environmentally passionate and searching for a remarkable experience, something new and exciting.”

In an increasingly crowded market place for accommodation operators, Crystalbrook has embraced the trend towards design driven experiences and its rapid expansion is being driven by consumer demand.

“Every room and space has been thoughtfully curated to suit the traveller. Each of our hotels has a completely different physical style and this has been well-noted by our guests,” Malone says.

“In fact, design is one of the most common comments in our guest reviews. The other part of it is social.

“Guests document their travels through journals, photos and videos. Having aesthetically-beautiful and bespoke design-led accommodations has become a key player in the traveller's decision-making process."