The arrival in Australia of the JW Marriott brand on the Gold Coast was designed in response to a growing demand for more sophisticated and luxury accommodation in the region, according to Marriott International’s Sean Hunt.
The luxury brand, named after the company’s founder J. Willard Marriott, will debut on the Gold Coast in December 2020 following a $35 million conversion and refurbishment of the current Surfers Paradise Marriott hotel. The 223-room resort is currently in the middle of a major renovation project which will elevate the standard of guest accommodations and introduce a number of new restaurants and guest services to the property.
Speaking exclusively to HM, Hunt said the JW Marriott brand was the perfect fit for the Gold Coast redevelopment and that the company was always seeking opportunities to bring its brands to the Australian market.
“On this occasion, we’re absolutely delighted to have found the perfect opportunity to debut the JW Marriott brand in Australia with the renovation and rebrand of the Surfers Paradise Marriott Resort & Spa, and we’ll continue to seek further opportunities for the brand’s expansion as the demand from the luxury segment continues to rise,” Hunt said.
Marriott International’s Area Vice President, Australia, New Zealand and Pacific, said the Gold Coast has been crying out for a more elevated standard of accommodation to cater to high-spending travellers seeking luxurious stays in the area.
“The JW Marriott brand is designed to cater to sophisticated travellers seeking opportunities that allow them to be fully present, take in the moment and reconnect to what matters most,” Hunt added.
“The Gold Coast is a very complementary environment for this – with its beautiful coast and peaceful Hinterland surroundings, it’s a place that naturally allows you to be present and revitalise.”
Hunt added the response to the announcement among Marriott Bonvoy members had been “overwhelmingly positive”.
“There is a real need for this level of luxury and accommodation experience on the Gold Coast. The addition of a luxury brand and hotel to the area will only increase the area’s appeal to the high-end traveller and we expect to see continued growth in the luxury segment and experiences to meet their needs in the area.”