The Lancemore Group
The Lancemore Group is a family-owned Australian luxury boutique hotel operator founded in 1986, running eight properties across Victoria and Queensland with integrated restaurants, spa, conference and wedding venues, selling primarily through direct booking channels to leisure, family and corporate guests.
- Company typePrivate
- Founded1986
- HeadquartersMelbourne, Australia
- Headcount251–500
- GTM typeB2B and B2C
- OfferingServices
What The Lancemore Group does
The Lancemore Group (Lancemore Group Pty Ltd) is a privately held Australian hospitality company founded in 1986 by Peter and Jan Clark and still family-owned and operated. It runs a curated portfolio of eight award-winning luxury boutique hotels across Victoria and Queensland, split between the core Lancemore Hotels brand (six properties including Werribee Park, Lindenderry Red Hill, Milawa, Macedon Ranges, Crossley St. Melbourne and Alamanda Palm Cove) and the LMG Collection sub-brand (Cleveland Estate in Macedon Ranges and The Constance Hotel in Brisbane). Each property is individually positioned around its location - heritage gardens, vineyard settings, wine regions or beachfront access - rather than standardized branding.
The business operates through an integrated hospitality platform combining overnight accommodation (rooms typically A$345-1,000+ per night), on-site restaurants (Restaurant Merlot, Carriage House, Joseph's, The Dining Room), L.M. Spa wellness services at Palm Cove and Werribee Park, and purpose-built conference and wedding venues, most notably Cleveland Estate which can host up to 160 delegates. Ancillary revenue is generated through curated stay packages, gift vouchers valid across all properties, estate wine sales shipped via Australia Post, and a "Lancemore Insiders" loyalty newsletter.
Distribution is direct-first via the proprietary secure.lancemore.com.au booking engine (powered by Access Hospitality and SHR), supplemented by phone reservations, walk-in traffic and a dedicated conference sales team; there is no apparent third-party OTA dependency. Marketing combines SEO-optimized content, organic social (Instagram, Facebook, Pinterest), email, and earned PR positioning the group as an "award-winning" luxury boutique operator. The company is headquartered in Melbourne CBD and operates with 251-500 employees.
The Lancemore Group firmographics
Firmographics- Name
- The Lancemore Group
- Legal name
- Lancemore Group Pty Ltd
- Website
- https://lancemore.com.au
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- The Lancemore Group is a family-owned Australian luxury boutique hotel operator founded in 1986, running eight properties across Victoria and Queensland with integrated restaurants, spa, conference and wedding venues, selling primarily through direct booking channels to leisure, family and corporate guests.
- Ownership category
- akta.pro rank
The Lancemore Group industry classification
Industry- Product category
- Luxury Boutique Hotels
- NAICS
- Hotels (except Casino Hotels) and Motels (72111)
- SIC
- Hotels, Rooming Houses, Camps & Other Lodging Places (7000)
- akta.pro primary industry
- Resort-Area Full-Service Hotels (Non–All-Inclusive) (THAGAAAD)
- akta.pro secondary industries
- Wellness-Lifestyle Boutique Hotels (THAGADAF), Luxury Wellness & Spa Resorts (THAGACAG), Conference Retreat Hotels (THAGALAG), Beachfront & Island Luxury Resorts (THAGACAA), Travel & Services Membership Clubs (Ancillary Services-Led) (CRAEADAK)
Keywords
Where The Lancemore Group is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices9 records
Markets served
The Lancemore Group business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain
Revenue model
- Accommodation: Primary revenue stream from overnight hotel stays across 8 boutique properties. Room rates vary by room type and season, with rates ranging from approximately $345 AUD for standard rooms to over $1,000 AUD for premium suites.
- Food & Beverage: On-site restaurants at each property including Restaurant Merlot at Milawa, Carriage House Restaurant at Cleveland Estate, and other dining venues. Revenue from restaurant dining, bar services, and private dining events.
- Spa Services: L.M. Spa services at Palm Cove and Werribee Park locations, offering massage, skincare, and wellness treatments.
- Conferences & Events: Conference venues, meeting spaces, and event hosting at properties including Cleveland Estate and Lancemore Milawa. Revenue from day delegate packages, venue hire, and associated catering.
- Gift Vouchers & Packages: Sale of gift vouchers and curated packages including accommodation bundles with dining, spa, and experiences. Gift vouchers valid for 12 months from purchase.
- Wine Sales: Sale of wine from estate vineyards, including direct shipping within Australia. Freight charges apply based on quantity ordered.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Best Available Rate - Room Only |
| Hybrid | Pay-as-you-go | Bed & Breakfast Package |
| Hybrid | Pay-as-you-go | Stay, Park & Breakfast Package |
| Hybrid | Pay-as-you-go | Wine & Dine Package with Longrain |
| Unit Pricing | Multi-year contract | Full Day Delegate Conference Package |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
The Lancemore Group product offering
Product offeringCore offering
The Lancemore Group operates a portfolio of eight award-winning boutique hotels across Victoria and Queensland, Australia, offering luxury accommodation complemented by on-site dining, L.M. Spa wellness services, dedicated conference and event facilities, and wedding venues. The group also sells curated stay packages, gift vouchers, and estate-grown wines through its online shop.
Product overview
The Lancemore Group is a collection of eight award-winning luxury boutique hotels across Victoria and Queensland, Australia, founded in 1986 by the Clark family. The portfolio is organized into two brand tiers: Lancemore Hotels (Lancemore Mansion Hotel Werribee Park, Lancemore Lindenderry Red Hill, Lancemore Milawa, Lancemore Macedon Ranges, Lancemore Crossley St. Melbourne, and Alamanda Palm Cove) and LMG Collection Hotels (Cleveland Estate Macedon Ranges and The Constance Hotel Brisbane). Each property offers luxury accommodation as the core product, supplemented by integrated services including L.M. Spa wellness experiences, on-site restaurants (Restaurant Merlot, Carriage House Restaurant, Joseph's, The Dining Room), conference and event venues with state-of-the-art audiovisual facilities, and wedding venues. The group also operates ancillary offerings including curated stay packages (Stay Park & Breakfast, Bed and Breakfast, Wine & Dine), an online wine shop, and gift vouchers redeemable across all properties.
Differentiator
Problem solved
Functional benefit
Brands
- L.M. Spa: Spa service with locations in Palm Cove and Werribee Park, offering wellness experiences for mind, body, and spirit.
Products and services
- Lancemore Mansion Hotel Werribee Park A heritage luxury hotel set within historic Werribee Park gardens, featuring the 1870s Chirnside family home, award-winning dining at Joseph's restaurant, and L.M. Spa wellness facilities for guests.
- Lancemore Lindenderry Red Hill A vineyard setting hotel in Red Hill on the Mornington Peninsula, featuring The Dining Room restaurant with hatted dining experience overlooking lush gardens and vines.
- Lancemore Milawa A boutique hotel in the heart of King Valley wine country, adjacent to Brown Brothers winery, offering Restaurant Merlot and versatile function spaces for events.
- Lancemore Macedon Ranges A retreat set on 274 acres of Victorian bushland, one of regional Australia's most distinctive properties offering conference and event facilities.
- Lancemore Crossley St. Melbourne A boutique hotel in Melbourne's Theatre District, positioned between Chinatown and Bourke Street, featuring contemporary rooms, rooftop terrace, and Lobby Bar.
- Alamanda Palm Cove by Lancemore A beachfront property on Palm Cove, positioned between Cairns and Port Douglas with access to Great Barrier Reef, featuring L.M. Spa facilities.
- Cleveland Estate, Macedon Ranges An LMG Collection property sitting among Macedon Ranges vineyards with cellar doors and local produce, featuring Carriage House Restaurant, conference venues (Daniel Room, Dunsford Room, The Great Room, Harvest), and Fireside Feasting experiences.
- The Constance Hotel An LMG Collection property located in Fortitude Valley, Queensland, offering boutique accommodation in Brisbane's vibrant entertainment precinct.
- L.M. Spa A spa brand with locations in Palm Cove and Werribee Park, offering massage, skincare, and wellness treatments to hotel guests and day visitors.
- Conference and Meeting Venues State-of-the-art conference facilities across multiple properties including Cleveland Estate with venues like Daniel Room (up to 110 delegates), Dunsford Room (up to 80 guests), The Great Room (up to 160), and Harvest room (up to 30), plus boardrooms and breakout spaces for corporate clients.
- Wedding Venues Boutique wedding venues across the portfolio including winery settings at Cleveland Estate, heritage buildings at Werribee Park, and picturesque locations in King Valley, Mornington Peninsula, and Macedon Ranges for ceremonies and receptions.
- Restaurant Merlot An on-site restaurant at Lancemore Milawa offering gourmet dishes crafted from local produce, paired with regional wines in the King Valley.
- Carriage House Restaurant A restaurant at Cleveland Estate overlooking vineyards, lake and rolling countryside, showcasing seasonal regional produce and estate-grown wines for conference lunches, executive dinners, and celebratory gatherings.
- Gift Vouchers and Gift Packages Digital and physical gift certificates available for purchase, valid for 12 months, redeemable for accommodation, dining, spa, and experiences across all Lancemore properties.
- Wine Sales Online wine shop featuring estate-grown wines from Lancemore properties with shipping via Australia Post, with freight charges based on quantity ordered (free over $550).
Companies that use The Lancemore Group
Customer profileSegments6 records
Ideal customer profiles4 records
The Lancemore Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
The Lancemore Group partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights5 records
The Lancemore Group competitors and assessment
Company assessmentDirect peers
- Crystalbrook Collection: Australian-owned luxury hotel collection operating multiple boutique and lifestyle properties (Bailey, Kingsley, Albion, Vincent) in similar premium destinations, with comparable food-and-beverage-led positioning and direct booking focus.
- Art Series Hotels: Australian boutique-hotel collection (The Olsen, The Chen, The Fantauzzo, etc.) pursuing a curated, brand-themed positioning targeted at leisure and business travelers in Melbourne, Sydney and Gold Coast — directly comparable in scale and segments served.
- Ovolo Hotels: Independent boutique hotel group headquartered in Australia with properties in Sydney, Melbourne, Brisbane and Bali, targeting design-led leisure and business travelers with F&B-forward experiences — directly overlaps on customer segments and direct-channel model.
- Jackalope Hotels: Australian luxury boutique hotel brand known for design-forward, experiential properties (Jackalope Mornington Peninsula) closely comparable to Lancemore's Mornington Peninsula positioning and aspirational F&B-led luxury guest.
- Hamilton Island Enterprises: Australian family/private-investor-owned luxury resort operator (qualio, Beach Club, Reef View Hotel) on the Great Barrier Reef — directly comparable on resort-area luxury positioning, F&B-led experience, and significant dependency on Queensland tourism.
- Luxury Lodges of Australia: Collection of independently-owned luxury lodges and hotels across Australia including several properties in wine regions (e.g. Cape Lodge) — directly comparable curated boutique-luxury positioning, premium pricing, and F&B-led guest experience.
Broad incumbents
- TFE Hotels (Adina, Vibe, Hotel Kurrajong): Australia-headquartered multi-brand hotel group operating multiple full-service and boutique brands with conference venues — operates at larger scale than Lancemore across apartment-style and lifestyle hotels in Australia and NZ.
- Accor Pacific (luxury & lifestyle brands): Largest hotel operator in the Pacific region including Sofitel, MGallery, Art Series and Pullman — broad incumbent overlapping with Lancemore on luxury full-service properties, conferences and weddings across the same Australian geographies.
- Marriott International (Luxury Collection, Tribute Portfolio): Global hotel giant operating luxury and 'soft-brand' boutique collections in Australia (Sydney, Melbourne, Brisbane) — comparable on conference, wedding and leisure segments, with substantially larger scale and loyalty infrastructure.
Regional players
- Capella Hotels and Resorts: International luxury boutique hotel group (Singapore headquarters) with design-led properties across Asia-Pacific — comparable on curated-luxury positioning and experiential F&B, though primarily operating outside Australia.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
The Lancemore Group social profiles
Digital presenceThe Lancemore Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Lancemore Group leadership team
Management profileNumber of profiles
Profiles2 records
The Lancemore Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Lancemore Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Lancemore Group
What does The Lancemore Group do?
The Lancemore Group operates a portfolio of eight award-winning boutique hotels across Victoria and Queensland, Australia, offering luxury accommodation complemented by on-site dining, L.M. Spa wellness services, dedicated conference and event facilities, and wedding venues. The group also sells curated stay packages, gift vouchers, and estate-grown wines through its online shop.
Is The Lancemore Group a public or private company?
The Lancemore Group is a private company. It is classified as family owned and is currently operating.
When was The Lancemore Group founded?
The Lancemore Group was founded in 1986. It employs 251 to 500 people.
Where is The Lancemore Group based?
The Lancemore Group is headquartered in Melbourne, Australia, in the Oceania region.
How does The Lancemore Group make money?
Six revenue lines are on record. Accommodation is the primary driver. The others are food & Beverage, spa Services, conferences & Events, gift Vouchers & Packages and wine Sales.
Who are The Lancemore Group's main competitors?
Direct peers on record are Crystalbrook Collection, Art Series Hotels, Ovolo Hotels, Jackalope Hotels, Hamilton Island Enterprises and Luxury Lodges of Australia. Broad incumbents are TFE Hotels (Adina, Vibe, Hotel Kurrajong), Accor Pacific (luxury & lifestyle brands) and Marriott International (Luxury Collection, Tribute Portfolio). Capella Hotels and Resorts is listed as a regional player.
Does The Lancemore Group have an API?
No public API is recorded for The Lancemore Group.
What industry is The Lancemore Group in?
The Lancemore Group's product category is Luxury Boutique Hotels. Its primary akta.pro industry code is THAGAAAD, Resort-Area Full-Service Hotels (Non–All-Inclusive), with a secondary code of THAGADAF, Wellness-Lifestyle Boutique Hotels. Its NAICS code is 72111 and its SIC code is 7000.