Royal Pines becomes Crowne Plaza Royal Pines

The Gold Coast’s iconic Royal Pines Resort hotel has become the Crowne Plaza Royal Pines Resort following completion of last month’s agreement between InterContinental Hotels Group and Morgan Stanley’s MSREF fund.

Unveiling the hotel’s new Crowne Plaza signage at a recetn event to mark the changeover, InterContinental Hotels Group Chief Operating Officer Australia, New Zealand and South Pacific, Keith Barr spoke of the importance of the agreement and the inclusion of Royal Pines Resort into the Crowne Plaza brand portfolio.

“Royal Pines Resort is the latest in a string of recent additions to the Crowne Plaza brand portfolio throughout the region – including Hunter Valley and Queenstown, New Zealand – that demonstrate our strategy of establishing the brand in primary locations for leisure and meetings.  It is one of the best examples in Australia today of how these two areas of the hotel business can be combined to best effect, and we are delighted to be establishing the hotel as the fourteenth Crowne Plaza hotel in the Country”.

“This rebranding also adds another link between between the Crowne Plaza brand and golf, which is a critical element when it comes to residential meetings and incentives.  It creates natural synergies with the new Crowne Plaza Hunter Valley and other international initiatives, including international tournament sponsorships in Asia and the United States.

“We are also excited to be partnering with Morgan Stanley and its management arm Panorama Hospitality at a point where a major refurbishment programme is nearing completion, and will be encouraging our regular Crowne Plaza leisure and meeting guests to experience the new product as soon as possible,” Mr Barr said.

More than $16 million is being invested in the property, with the transformation of all public areas including reception, coffee lounge and lobby bar already complete and the refurbishment of all guest rooms underway.  Still to come is the expanded day spa which will be relaunched as an Angsana Spa in March 2007, and redevelopment of the buffet restaurant, outdoor pool area and kids play area which is due for completion by the end of July.

Morgan Stanley’s Australian Vice President, David Gribble echoed Keith’s sentiments, highlighting the potential offered by the Crowne Plaza brand to extend awareness and opportunities for the facility.

“By establishing the hotel and convention centre at Royal Pines Resort as a Crowne Plaza, we will be tapping into InterContinental Hotels Group’s global sales, marketing and reservations resources to open it up to new markets from around the world.  We also anticipate that the brand’s reputation in meeting and conferencing will see us capture a greater share of this sector, not to mention new opportunities to promote Royal Pines Resort as a leisure destination.”

Panorama Hospitality’s Chief Executive Officer, Robert Wilson added: “We are delighted that another of our properties is today joining the Crowne Plaza brand portfolio.  Their strength in the Asia Pacific region in particular will only complement the solid presence the hotel already has in the domestic market..

The 331-room Crowne Plaza Royal Pines Resort is situated on a championship 27-hole golf course and more than 200 hectares of landscaped gardens, midway between the beaches of Surfers Paradise and the rainforests of the Hinterland.  It offers a purpose-built convention centre, four restaurants, three bars, a café and extensive recreational facilities including indoor and outdoor swimming pools, seven tennis courts and an extensive health club. 

Report by The Mole