Flower Hotels

What Flower Hotels does

Flower Hotels is a privately-held, family-controlled hospitality group headquartered in Port Macquarie, New South Wales, Australia, operating 9-10+ wholly-owned venues across the Mid North Coast region — including Settlers Inn Hotel, Tacking Point Tavern, Lake Cathie Tavern, Hastings Hotel, Beechwood Hotel, Fernhill Tavern, Long Flat Pub, Little Shack, Birdrock Bar & Grill, Fredo Pub, and the 72-room 4.5-star Mercure Centro Port Macquarie. The group runs a multi-format portfolio spanning coastal pubs, country hotels, an upscale steakhouse and cocktail destination, an all-day waterfront café, and a branded hotel under the Mercure flag, with co-located Cellarbrations retail liquor outlets at Settlers Inn and Tacking Point Tavern.

The company operates a direct-to-consumer hospitality model across physical venues, supplemented by digital gift cards (powered by third-party platform Special), online booking, function and event bookings (birthdays, corporate events, weddings, wakes), and packaged experience products (Melbourne Cup packages, NRL Magic Round trips, Luke Combs VIP packages). Pricing is largely transaction-based with unit pricing on event packages ranging from A$40 to A$1500 per table. Distribution runs through walk-in venue traffic, online gift card e-commerce, the Mercure Centro booking channel, and dedicated function inquiry funnels.

Flower Hotels is deeply integrated into the Mid North Coast community, sponsoring 200+ local sports clubs and organizations (Port Macquarie Cricket Club, Wauchope Thunder Rugby, Lake Cathie Bonny Hills Junior Rugby Union, etc.) and running charitable initiatives including a 25% Nurses Week discount at Port Macquarie Base Hospital (now in its fourth year). The group has won Group Hotel Operator of the Year at the 2022 AHA NSW Awards for Excellence and the 2023 AHA National Group Hotel Operator of the Year, with 21 finalist nominations across 10 categories in 2024. Managing Director Alistair Flower and Director Renee Flower lead the business, supported by a venue-level management team of approximately 220+ staff across venues and head office.

Name

Flower Hotels

Legal name

Flower Hotels

Website

https://flowerhotels.com.au

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Flower Hotels is a privately-held, family-controlled hospitality group operating 10+ pubs, taverns, restaurants, and the 72-room Mercure Centro Port Macquarie hotel across the Mid North Coast of NSW, Australia, serving local community members, families, and travelers via direct-to-consumer F&B, accommodation, and event offerings.

Ownership category

akta.pro rank

Product category

Hospitality Services

NAICS

Hotels (except Casino Hotels) and Motels (72111), Accommodation (721), Drinking Places (Alcoholic Beverages) (722410)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Retail-Eating & Drinking Places (5810)

akta.pro industry

PRIMARYTHAGAAAD

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

Travel & Hospitality/Lodging & Accommodation/Hotels (Full-Service)

SECONDARYTHAFACAK

Special Occasion & Destination Restaurants

Travel & Hospitality/Foodservice & Beverage (Restaurants, Cafes, Bars)/Full-Service Restaurants (Casual & Fine Dining)

SECONDARYTHAGAHAB

Boutique Inns

Travel & Hospitality/Lodging & Accommodation/Bed & Breakfasts & Inns

Keywords

• Hospitality venues
• Food and beverage
• Hotel accommodation
• Function and events
• Regional hospitality

Headquarters

HQ city

Port Macquarie

HQ country

Australia

HQ region

Oceania

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Food and Beverage Sales: Core revenue from food and beverage operations across 9+ venues including restaurants, bars, taverns, and bistros. Each venue offers dining, drinks, and entertainment.
2. Accommodation Services: Mercure Centro Port Macquarie operates as a 4.5-star hotel with 72 rooms, generating revenue from hotel stays and related services.
3. Bottle Shop/Retail Liquor: On-site bottle shops at multiple venues including Cellarbrations at Settlers Inn and Cellarbrations at Tacking Point Tavern.
4. Gift Cards: Digital gift cards powered by Special, redeemable across participating venues.
5. Function and Event Hire: Revenue from hosting functions including birthdays, baby showers, corporate events, and special events with catering packages.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Flower Hotels operates a portfolio of hospitality venues across the Mid North Coast of NSW, including pubs, taverns, restaurants, a 4.5-star hotel, and function spaces. The group delivers food and beverage service, accommodation, retail liquor sales, event hosting, and gift card redemption through venues such as Birdrock Bar & Grill, Tacking Point Tavern, Lake Cathie Tavern, Beechwood Hotel, Mercure Centro Port Macquarie, Settlers Inn Hotel, Hastings Hotel, Fernhill Tavern, Long Flat Pub, Little Shack, and Fredo Pub.

Product overview

Flower Hotels is a hospitality group operating a collective of venues across the Mid North Coast of NSW, Australia, serving the region since 2017. The portfolio includes premium dining (Birdrock Bar & Grill), casual waterfront dining (Little Shack), coastal pubs (Tacking Point Tavern, Lake Cathie Tavern), country hotels (Beechwood Hotel), luxury accommodation (Mercure Centro), function and event spaces, and digital gift cards. The venues offer food and beverage services, live entertainment, community events, and hospitality experiences ranging from fine dining to traditional pub meals.

Differentiator

Problem solved

Functional benefit

Products and services

• Birdrock Bar & Grill

Quantifiable outcome

• 21 finalist nominations at 2024 AHA NSW Awards across 10 categories
• +2 more outcomes

Named customers8 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered minor and core.

• Port BusminorChannel Partner/ Reseller/ Distributor · 1 January 2025Transportation partner for the Hastings Hotel Luke Combs VIP package, providing return luxury bus transfers from Port Macquarie/Wauchope to Sydney.
• Carlton & United BreweriescoreChannel Partner/ Reseller/ Distributor · 1 January 2024Major beer supplier and competition partner. Provided tickets and support for NRL Magic Round competition, contributing to customer engagement initiatives.
• SpecialcoreTechnology or IntegrationGift card platform powering digital gift cards across Flower Hotels venues. Enables digital delivery and wallet integration for recipients.
• 200+ Local Sports Clubs and Community OrganizationscoreOthersFlower Hotels provides significant sponsorship funding to local community groups and sporting organizations. Supported clubs include Port Macquarie Cricket Club, Wauchope Thunder, Lake Cathie Bonny Hills Junior Rugby, Camden Haven Junior Board Riders, and many more.
• AHA (Australian Hotels Association)coreOthersIndustry association. Flower Hotels participates in AHA NSW Awards for Excellence, winning Group Hotel Operator of the Year in 2022 and receiving 21 finalist nominations in 2024.

Scale indicators8 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Endeavour Group: ASX-listed parent of ALH Group plus a major retail liquor network (BWS, Dan Murphy's). Comparable as the broader incumbent in the pub/hotel space with overlapping beverage and venue strategies.
• Event Hospitality & Entertainment: ASX-listed operator of hotels, cinemas, and entertainment venues. Comparable in Australian hospitality and entertainment operations, with broader portfolio breadth.
• Accor (Mercure parent): Global hotel operator that owns the Mercure brand under which Flower Hotels operates the Mercure Centro Port Macquarie. Comparable as a partner/incumbent in the same accommodation category.

Direct peers

• ALH Group (Australian Leisure and Hospitality): Australia's largest portfolio operator of pubs, taverns, and hotels with 330+ venues. Most directly comparable peer to Flower Hotels given identical multi-venue hospitality model and similar regional pub/hotel mix.
• Redcape Hotels: ASX-listed (RDC) regional pub and hotel operator with ~30 venues across NSW and Queensland. Closely comparable portfolio composition (regional pubs, hotels, bottle shops) and similar community-engagement strategy.
• Drummonds Group: Family-owned multi-venue hospitality group operating pubs, clubs, and hotels across regional NSW. Matches Flower Hotels' family-controlled, multi-venue regional operating model.
• Roundhouse Hotel Group: NSW-based regional pub and hotel operator with multiple venues. Comparable mid-sized multi-venue operator in similar regional markets.

Regional players

• Moama Bowling Club / Murray Group: NSW/Victoria border regional hospitality group with multiple venues. Comparable multi-venue regional hospitality operator, though focused on the Murray River region.
• Lewis Group of Hotels: Western Australia-based multi-venue hospitality operator with hotels, pubs, and taverns. Comparable in multi-venue regional model but primarily operates in WA rather than NSW.

Others

• Special (Gift Card Platform): Australian digital gift card platform that powers Flower Hotels' gift card program. Enabler/technology partner rather than direct competitor, but adjacent as a hospitality commerce enabler.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/flowerhotels

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries11 records

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 Flower Hotels