Atura Hotels

What Atura Hotels does

Atura Hotels is the mid-market lifestyle brand of EVT Ltd (ASX-listed entertainment-hospitality conglomerate), operating five hotels across New South Wales, Victoria, and South Australia: Atura Oran Park, Atura Blacktown, Atura Albury, Atura Dandenong, and Atura Adelaide Airport. The brand is positioned around urban, industrial, and art-inspired design at value price points, with the EVT Stays loyalty program (cross-brand across 84+ EVT hotels plus cinema rewards) anchoring direct booking. Ancillary revenue streams include on-site food and beverage, meetings and events (powered by EVT's centralized celebration-venue platform), weddings, and GIFTO gift cards; the brand also extends into Dream Beds, a direct-to-consumer sleep-product line sold in Australia and New Zealand.

The technology stack is standard hospitality commerce: an online booking platform integrated with EVT's broader hotel ecosystem, four payment processors (PayPal/Braintree, Stripe, Windcave, Karta), and a marketing-automation layer (Braze, ROKT, Movio, Facebook pixel) supporting personalized offers and member conversion. Headcount is approximately 55, with the brand relying on EVT Group for centralized corporate, loyalty, and technology functions. The go-to-market is direct-to-consumer via aturahotels.com, supplemented by the EVT Stays program and a corporate-travel program.

Revenue mechanics are transactional: room-night bookings at property-level rates, supplemented by ancillary spend, with members receiving a guaranteed 10% discount on best rates and ongoing promotional offers (20-30% off, kids stay & eat free, stay-longer discounts). Customer segments span leisure travelers, families, business travelers, and event planners. As a wholly-owned subsidiary, Atura has no independent listing, no funding history, and no publicly disclosed financials; strategic and capital-allocation decisions sit with EVT Ltd.

Name

Atura Hotels

Legal name

Atura Hotels and Resorts Pty Limited

Website

https://aturahotels.com

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Atura Hotels is a mid-market lifestyle hotel brand operating five properties across Australia, owned by EVT Ltd. It offers urban and art-inspired accommodation plus dining, events, and weddings, distributed direct-to-consumer via website booking and the EVT Stays loyalty program.

Ownership category

akta.pro rank

Product category

Hotel Accommodation

NAICS

Hotels (except Casino Hotels) and Motels (72111), Traveler Accommodation (7211)

SIC

Hotels & Motels (7011), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Art & Culture (Gallery/Museum) Hotels (THAGADAC)

akta.pro secondary industry

Resort-Area Full-Service Hotels (Non–All-Inclusive) (THAGAAAD)

Keywords

• Hotel accommodation
• Hospitality services
• Meetings and events
• Wedding venues
• Hotel loyalty program

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Supply Chain

Revenue model

1. Accommodation: Hotel room bookings across 5 Atura properties in Australia - urban, industrial and art inspired hotels
2. Food and Beverage: On-site restaurants, bars, and dining services at hotel properties
3. Meetings and Events: Conference facilities and event hosting services for corporate and private events
4. Weddings: Wedding venues and event planning services
5. Gift Cards: GIFTO branded gift cards available for purchase

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Atura Hotels operates five urban, industrial and art-inspired hotel properties across Australia (Atura Oran Park, Atura Blacktown, Atura Albury, Atura Dandenong, and Atura Adelaide Airport), providing accommodation, on-site dining, meetings and events hosting, weddings, and branded gift cards. The brand positions itself as high on character, service and value, with the EVT Stays loyalty program offering members a guaranteed 10% discount on best direct rates plus perks across stays and dining.

Product overview

Atura Hotels is a fresh collection of urban, industrial, and art-inspired hotels operating across Australia as part of the EVT Group hospitality portfolio. The offering consists of 5 Atura-branded properties (Atura Oran Park, Atura Blacktown, Atura Albury, Atura Dandenong, and Atura Adelaide Airport) providing accommodation services characterized by high character, service, and value. The product portfolio includes core accommodation services supplemented by Meetings & Events hosting capabilities powered by EVT's celebration venue platform, on-site dining offerings, wedding services, and gift cards. The EVT Stays loyalty program provides membership benefits including guaranteed 10% best-rate discounts for direct bookings. The brand also extends to Dream Beds (Australia and New Zealand) sleep products marketed through the hotel network. Atura positions itself as offering more than typical hotels with surprises and character-driven experiences.

Differentiator

Problem solved

Functional benefit

Products and services

• Atura Oran Park Atura branded hotel property located in Oran Park, Sydney NSW, offering urban, industrial and art-inspired accommodation as part of the Atura portfolio.
• Atura Blacktown Atura branded hotel property located in Blacktown, Sydney NSW, offering best price guarantee and member discounts.
• Atura Albury Regional Atura branded hotel property located in Albury, NSW, serving the regional NSW market.
• Atura Dandenong Atura branded hotel property located in Dandenong, Melbourne VIC.
• Atura Adelaide Airport Atura branded hotel property located at Adelaide Airport, South Australia.
• Meetings & Events Conference facilities and event hosting services at Atura properties for corporate and private events, powered by EVT's celebration venue platform.
• Weddings Wedding venue and event planning services at Atura hotel properties for couples and milestone celebrations.
• GIFTO Gift Cards GIFTO branded gift cards available for purchase, redeemable across Atura Hotels and other EVT properties for stays and dining.
• EVT Stays Loyalty Program Free membership loyalty program for EVT hotel brands including Atura, offering a guaranteed 10% discount on best direct rates, instant discounts on stays and dining, and member-only offers.
• Dining at Atura Hotels On-site dining offers, restaurants and bars at Atura hotel properties, available to guests and visitors with member discounts via EVT Stays.

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• EVT GroupcoreOthersAtura Hotels is operated by Atura Hotels and Resorts Pty Limited (ACN 163 225 321) which is owned and operated as part of EVT Ltd and its related bodies corporate. EVT Group owns and operates entertainment, hospitality and leisure businesses including cinemas, hotels, resorts, and loyalty programs.
• Rydges HotelscoreOthersSister brand under EVT Group. Both Atura and Rydges are operated as part of the EVT hotel portfolio. Cross-brand benefits available through EVT Stays loyalty program.
• QT Hotels and ResortsminorOthersSister brand under EVT Group representing the premium/luxury tier of the EVT hotel portfolio.
• Independent CollectionminorOthersCollection of independent hotels under the EVT umbrella, cross-referenced on Atura website.
• LYLOminorOthersEVT Group brand offering road trip vehicle rentals, cross-promoted with hotel stays.
• GIFTOminorOthersEVT Group gifting business offering gift cards that can be used across Atura Hotels and other EVT properties.
• EVT StayscoreGTM or Marketing PartnerFree loyalty program for EVT hotel brands including Atura. Members receive guaranteed 10% discount on best rates, instant discounts on stays and dining, and access to exclusive member-only offers.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Emerging players

• Veriu Hotels & Suites: Boutique Australian hotel group with locations in Sydney, Melbourne, and regional NSW. Comparable as an emerging design-led mid-market competitor with similar regional footprint to Atura.

Direct peers

• Adina Apartment Hotels: Operates apartment-style hotels across major Australian and New Zealand cities, targeting business and leisure travellers seeking apartment amenities. Comparable Australian mid-market lodging peer with overlapping corporate travel and family segments.
• Vibe Hotels: Design-led Australian hotel brand focused on contemporary style at mid-market price points. Closely comparable to Atura in targeting design-conscious travellers seeking differentiated experiences without luxury pricing.
• Ovolo Hotels: Boutique design hotels in Australia (Sydney, Melbourne, Brisbane) plus Hong Kong, emphasising distinctive interior design and lifestyle positioning. Comparable as a design-led boutique competitor targeting experiential travellers in the same geographies as Atura.
• Rydges Hotels & Resorts: Sister brand under EVT Group operating full-service hotels across Australia and New Zealand. Most directly comparable to Atura as both are mid-to-upper mid-market hotels within the same EVT portfolio, sharing the EVT Stays loyalty program and corporate infrastructure.
• Art Series Hotels: Australian boutique hotel collection themed around local artists, positioned at upper-mid-market price points. Highly comparable to Atura's art-inspired positioning and target guest profile.
• Travelodge Hotel Australia: Operates limited-service hotels across Australian capital cities and key regional locations, targeting value-conscious business and leisure travellers. Directly comparable mid-market Australian lodging peer competing for the same price-sensitive segments Atura serves.

Peers

• Accor Hotels (Australia):

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/aturedhotels
• Instagraminstagram.com/aturedhotels
• LinkedInlinkedin.com/company/atura-hotels

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Atura Hotels