Yarra Valley Lodge is located around an hour drive from Melbourne.

Independently branded hotels in Australia and New Zealand will be grouped in one of four categories to maximise sales and marketing reach under a new brand launched today by Event Hospitality.

The new ‘Independent Collection by Event’ brand is designed for hotels eager to plug into Event Hospitality’s established sales, marketing, distribution, management and loyalty structures, whilst maintaining their individual branding.

The affiliate program will aim to amplify the unique guest experience delivered by each property while improving property awareness and taking advantage of Event Hospitality’s preferred supplier agreements and purchasing power.

The Parkland King Suites at Oval Hotel.

Properties will be classified as either ‘Luxe’, ‘Style’, ‘Classic’ or ‘Comfort’ depending on pre-determined qualifying criteria, whether a luxury hotel, lifestyle and creative, superior quality or affordable and comfortable.

A number of independent hotels have already been signed to the new brand, including Adelaide’s Oval Hotel; Victoria’s Yarra Valley Lodge and the Tank Stream Hotel in Sydney, among others.

Event Hospitality Director of Hotels and Resorts, Norman Arundel, said the brand provides great flexibility for owners while retaining their independent hotel brand and maximising profitability and growth potential.

Tank Stream Hotel features 280 rooms and sits within Event Hospitality’s ‘Quality’ tier.

“The launch of The Independent Collection is reflective of our ambitions to continue to innovate, offer tailored options and maximise asset value for owners,” he said.

“The initiative responds to an emerging opportunity that we have the capability and expertise to respond to, delivering market leading results for owners.

“Hotels in the Independent Collection by Event can tap into our customer database – Australia and New Zealand’s largest – our strong distribution power and online presence, gain access to cost savings through our purchasing power and preferred agreements and benefit from a local management team who understand the specific opportunities and challenges of the Australian and New Zealand market and travel industries, to deliver agile and tailored support,” Arundel added.