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Adelaide’s luxury hospitality scene to welcome a new player


Crystalbrook Collection, renowned for its focus on sustainable luxury hospitality, has announced plans to establish a new $130 million hotel in Adelaide. This marks an important expansion into South Australia for the company, bringing its portfolio to eight hotels across Australia. The upcoming hotel, named Crystalbrook Sam, is expected to open its doors in 2026, signaling a fresh wave of upscale hospitality in the state.

Owned by the prominent Adelaide-based Samaras Group, Crystalbrook Sam aims to introduce a new level of luxury and innovation, combined with a strong emphasis on sustainable practices. The hotel is designed to capture the essence of Adelaide’s growing tourism sector, offering unique experiences that highlight the best of the local culture, nature, and culinary offerings.

Ghassan Aboud, Founder and Chairman of the Ghassan Aboud Group and owner of Crystalbrook Collection, highlighted the investment in Australia. “Crystalbrook Sam is our eighth hotel in the Australian market, enhancing our distinctive collection of properties in Cairns, Port Douglas, Byron Bay, Sydney, and Newcastle. Crystalbrook Collection has invested in excess of $1bn in Australia where we operate close to 2,000 rooms, including those under development. We are delighted to expand our footprint into South Australia, delivering a new style of luxury, innovation, and sustainably-led hospitality to the state,” Aboud stated.

Jeff York, Chief Executive Officer for Crystalbrook Collection, detailed the strategic move to Adelaide. He pointed to the region’s fast-growing tourism market, boosted by its celebrated food and wine, nature experiences, and cultural events. With total visitor expenditure in Adelaide reaching $5.3 billion in the year ending June 2023, and predictions of international tourism recovery by 2025, the timing for the new hotel’s launch appears opportune.

The Samaras Group, known for their expertise in significant commercial and industrial developments, is backing the project. The 200-room hotel will feature over 200 sustainably designed guest rooms, along with a variety of amenities including a unique rooftop spa and bathhouse, restaurant and bar, meeting spaces, and a wellness centre. It will be located at 15 Halifax Street, in the Adelaide CBD.

Chris Samaras, Managing Director of the Samaras Group, expressed his company’s commitment to delivering a landmark destination. “We are pleased to announce our first hotel development that will be a world-class, luxury destination offering locals and visitors unique experiences that celebrate the best of what Adelaide and South Australia has to offer. We are excited to be working with Crystalbrook Collection in delivering a flagship property for Adelaide and an asset that the Samaras Group will proudly foster for generations to come,” said Samaras.

With construction set to begin in the third quarter of 2024, the announcement of Crystalbrook Sam heralds a new era for Adelaide’s luxury hospitality market, complementing the city’s rich tourism offerings with a focus on sustainability and innovative service.

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