The Old Woolstore Apartment Hotel

What The Old Woolstore Apartment Hotel does

The Old Woolstore Apartment Hotel is a heritage-listed independent apartment hotel located in Hobart, Tasmania, Australia, founded in 1998 and operating with 37 employees. The property offers eight categories of apartment-style accommodation equipped with kitchenettes and laundry facilities, targeting both short-stay leisure travelers and extended-stay guests who prefer self-contained lodging over traditional hotel rooms. On-site revenue infrastructure includes the Stockmans Restaurant and Baaa Bar, dedicated event and conference spaces with capacity for up to 180–220 guests, and a curated set of tourism partnerships including a sister-property relationship with Hadley's Orient Hotel and collaborations with mountain biking operators such as Roll Cycles.

The business generates revenue through three principal streams: accommodation (the dominant component), food and beverage, and hosted events including weddings, conferences, and corporate functions. Distribution is managed via a direct Simplebooking engine supplemented by third-party OTAs, with editorial exposure through the Condé Nast Traveler Gold List 2024 and Australian tourism award circuits (2025 TAA Gold; Tasmanian Tourism Awards Hall of Fame in Business Tourism). The property holds EarthCheck sustainability certification, providing access to ESG-conscious corporate and leisure demand segments.

Strategic positioning centers on a heritage-asset moat in a mid-sized Australian city, with a growing niche in the mountain biking tourism vertical — a segment catalyzed by Tasmania's reputation as a premier cycling destination. The owner-operator structure, single-property footprint, and absence of disclosed capital raises indicate a stable, cash-generative independent operator rather than a venture-backed growth company. Competitive risk stems from limited room inventory scaling potential and exposure to Hobart's seasonal tourism cycle, partially offset by the apartment configuration's ability to capture extended-stay demand outside peak periods.

Name

The Old Woolstore Apartment Hotel

Legal name

The Old Woolstore Apartment Hotel

Website

https://oldwoolstore.com.au

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

The Old Woolstore Apartment Hotel is a heritage-listed independent apartment hotel in Hobart, Tasmania, founded 1998, serving leisure travelers, business events, and a growing mountain biking niche with self-contained apartments, on-site F&B, and event facilities.

Ownership category

akta.pro rank

Product category

Serviced Apartments / Apartment Hotel

NAICS

Hotels (except Casino Hotels) and Motels (72111), Traveler Accommodation (7211), Accommodation (721)

SIC

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

akta.pro primary industry

Mixed-use / residential-hotel serviced apartments (condo-hotel style) (THAMACAJ)

akta.pro secondary industries

Resort-Area Full-Service Hotels (Non–All-Inclusive) (THAGAAAD), Historic/Heritage Conference Hotels (THAGALAL)

Keywords

• Apartment hotel accommodation
• Self-contained apartments
• Meeting and event venues
• Wedding venues
• Group accommodation

Headquarters

HQ city

Hobart

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Accommodation Revenue: The hotel generates primary revenue from nightly accommodation across multiple room types: Hotel Rooms, Studio Apartments, One Bedroom Apartments, Two Bedroom Apartments, Two Bedroom Loft Apartments, Two Bedroom Connected Apartments, Three Bedroom Connected Apartments, and Deluxe Spa Apartments. Rooms are priced per night with standard and alternative bedding configurations. Extra persons are charged at $40 per night.
2. Food & Beverage: On-site Stockmans Restaurant serves breakfast (6:30am-10am) and dinner (6pm-9:30pm), while the Baaa Bar opens daily from 4pm with Happy Hour (5:30pm-6:30pm). Room service is available 24 hours from Stockmans. The Lion's Den private dining space and catering for events contribute to F&B revenue.
3. Meeting & Events Venue Hire: Revenue from hiring event spaces including the Merino Room (193 sqm), Half Merino Room, Wapping Room, Drovers Room, Shearers Room, MacArthur Room, Roberts Boardroom, Rivulet Boardroom, and Lions Den. Catering packages include Day Delegate Packages, Standard Room Hire Packages, and End of Year event packages. Capacity up to 180 guests.
4. Group Accommodation & Corporate Packages: Competitive group rates for bookings of more than five rooms, with dedicated Group Accommodation Coordinator. Includes discounted breakfast, lunch, and dinner inclusions, complimentary on-site parking, and streamlined check-in with key packs. Catering for events, weddings, and conferences.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

The Old Woolstore Apartment Hotel operates a heritage-listed apartment hotel in Hobart's CBD offering eight categories of self-contained accommodation (Hotel Rooms, Studio, One Bedroom, Two Bedroom, Two Bedroom Loft, Two Bedroom Connected, Three Bedroom Connected, and Deluxe Spa Apartments) with full kitchens and laundry facilities. The property also runs on-site food and beverage operations (Stockmans Restaurant and Baaa Bar), nine meeting and event spaces, full-service wedding hosting, and a group accommodation programme. Specialized mountain bike facilities (EPA-approved wash station and secure lock-up) serve the adventure tourism segment.

Product overview

The Old Woolstore Apartment Hotel operates as a multi-module accommodation and hospitality platform offering self-contained apartment living in Hobart, Tasmania. The core product portfolio spans eight distinct accommodation types: Hotel Rooms, Studio Apartments, One Bedroom Apartments, Two Bedroom Apartments, Two Bedroom Loft Apartments, Two Bedroom Connected Apartments, Three Bedroom Connected Apartments, and Deluxe Spa Apartments—each targeting different traveller segments from solo guests to large groups. These accommodation modules are complemented by on-site food and beverage offerings (Stockmans Restaurant and Baaa Bar), comprehensive meeting and event venue services (Merino Room, boardrooms, and function spaces for up to 180 guests), wedding services, mountain biking packages with specialized bike facilities, and group accommodation packages. The integrated accommodation-plus-hospitality model allows guests to book lodging alongside dining, events, and activities as bundled or standalone services.

Differentiator

Problem solved

Functional benefit

Brands

• Stockmans Restaurant: On-site restaurant serving modern Australian cuisine with Tasmanian influences, open daily for breakfast and dinner.
• Baaa Bar
• Lions Den
• The Rose Garden
• Merino Room
• Wapping Room

Products and services

• Studio Apartment Self-contained apartment with queen bed, kitchenette, dining area, lounge, mini refrigerator, minibar, and shower-only ensuite for solo travellers and couples close to Hobart city and waterfront.
• Hotel Room Hotel room with queen bed (accommodating up to four guests), ensuite with shower, air conditioning, and access to on-site car parking and 24-hour room service, for couples and solo travellers.
• One Bedroom Apartment Self-contained apartment with separate bedroom, ensuite, full kitchen (oven, four hot plates, microwave, minibar, dishwasher), living room with leather and Tasmanian Oak furnishings, Juliet balcony, and separate toilet.
• Two Bedroom Apartment Spacious self-contained apartment with one queen and two single beds (up to five guests), full kitchen, laundry facilities, and living/dining area for families, friends, and groups near Hobart waterfront.
• Two Bedroom Loft Apartment Loft-style apartment with one queen and two single beds upstairs, open-plan living with leather seating and Tasmanian Oak furniture, full kitchen, and laundry facilities accommodating up to five guests.
• Two Bedroom Connected Apartment Secure shared entrance apartment combining a Hotel Room and One Bedroom Apartment with one queen bed in each room and alternative bedding options, for families and groups seeking privacy with shared space.
• Three Bedroom Connected Apartment Expansive living space combining a Hotel Room and Two Bedroom Apartment with secure shared entrance, one queen bed in each room, accommodation for up to six guests, and modified bathrooms for wheelchair access.
• Deluxe Spa Apartment Top-floor accommodation with king bed, ensuite with shower and large corner spa bath (TV viewable from spa), full kitchen, living and dining room with leather and Tasmanian Oak furnishings, and luxurious bathrobes, for a maximum of two guests.
• Stockmans Restaurant On-site restaurant serving modern Australian cuisine with Tasmanian influences, open daily for breakfast (6:30am-10am) and dinner (6pm-9:30pm), with 24-hour room service and event catering.
• Baaa Bar On-site lobby bar offering Tasmanian wines, spirits, and premium beers, open daily from 4pm with Happy Hour between 5:30pm-6:30pm for pre- and post-event beverages.
• Meeting and Event Spaces Nine event spaces (Merino Room, Half Merino Room, Wapping Room, Drovers Room, Shearers Room, MacArthur Room, Roberts Boardroom, Rivulet Boardroom, Lions Den) with integrated AV, on-site IT support, and hybrid meeting capabilities for up to 220 guests.
• Merino Room Primary 193 sqm event space for dinners, meetings, or cocktail parties with capacity for 120 seated or 220 standing, dual ceiling-mounted HDMI projection, Apple Airplay, private serviced bar, dance floor, and wheelchair accessibility.
• Wedding Services Full wedding services including outdoor Rose Garden ceremonies, Merino Room receptions for up to 120 guests, custom catering from Stockmans Restaurant (a-la-carte, buffet, or set menus), and discounted group accommodation for wedding guests.
• Mountain Biking Packages Specialized bike accommodation with secure lock-up area, EPA and Hobart City Council approved bike wash using recycled water, Steadyrack wall mounts, CCTV surveillance, and electronic key-entry, plus partner discounts with Roll Cycles (10% off rentals), Tasmanian Mountain Bike Adventures, and Mountain Shuttle.
• Car Parking On-site car parking available to guests, pre-bookable through Reception, with additional discounted rates for group bookings and event attendees.
• Group Accommodation Competitive group rates for bookings of more than five rooms, with a dedicated Group Accommodation Coordinator, Keypack check-in with city maps and FAQs, optional discounted breakfast/lunch/dinner inclusions, porterage, and discounted on-site parking.

Quantifiable outcome

• EarthCheck assessed — exceeds best practice benchmarks for Energy Consumption, Greenhouse Gas Emissions and Potable Water Consumption (2024)
• +3 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• Roll Cycles ServicesminorGTM or Marketing PartnerRoll Cycles Services is a bicycle retail, rental, and workshop service located in Hobart and Launceston. Old Woolstore guests receive a 10% discount on all bike and car rentals by quoting their Old Woolstore booking number. Roll Cycles provides MTB rental services and repairs, supporting the hotel's mountain biking niche.
• Tasmanian Mountain Bike AdventurescoreGTM or Marketing PartnerFully licensed and accredited 5-Star rated tour operator offering mountain bike hire, coaching, self-guided and guided Hobart rides, tailored tours, multi-day statewide tours, and MTB shuttle service. MTB shuttle and Hobart Airport transfers available with pickup/drop-off at The Old Woolstore. This is a key partnership for the hotel's MTB adventure segment.
• Mountain Shuttle (kunanyi/Mt Wellington Explorer)minorGTM or Marketing PartnerMountain Shuttle drops guests and their bikes at the summit of kunanyi/Mt Wellington for self-guided downhill adventures, with regular city departures. Supports the hotel's adventure/mountain biking guest segment.
• Hadley's Orient HotelcoreStrategic or Co-development PartnerHadley's Orient Hotel is The Old Woolstore's sister property, located in the heart of Hobart. It serves as an extension of The Old Woolstore's event offerings — providing alternative venues (Orient Bar, Atrium) for welcome cocktail events, private dinners, and Murder Mystery Afternoon Tea. Hadley's also presents the Hadley's Art Prize ($100,000 acquisitive Australian landscape prize) which drives joint art tourism to the area. Special accommodation rates can be arranged for Old Woolstore event delegates.
• Doone Kennedy Hobart Aquatic CentreminorGTM or Marketing PartnerAll Old Woolstore guests receive free access to the Doone Kennedy Hobart Aquatic Centre, located a 10-minute walk from the hotel. This is part of the hotel's value proposition for leisure and family guests.
• Pennicott Wilderness JourneysminorGTM or Marketing PartnerAward-winning tour operator offering six tour options in Tasmania's south. The hotel promotes Pennicott tours on its 'Things to Do in Hobart' page as a recommended local experience for guests.
• Drink Tasmania Premium ToursminorGTM or Marketing PartnerPremium beer, cider, wine, whiskey, and gin tour operator offering full or half day tours to Hobart's finest producers. Featured on the hotel's local attractions page for guests seeking food and beverage experiences.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• MACq 01 Hotel: Premium Hobart waterfront hotel with strong storytelling concept, F&B, and events. Directly competes for the same corporate event and high-end leisure demand in Hobart CBD.
• Hotel Grand Chancellor Hobart: Full-service Hobart CBD hotel with conference and event facilities. Competes directly for the same corporate events and group accommodation segments.
• Crowne Plaza Hobart: International brand full-service hotel in Hobart CBD with extensive MICE facilities. Direct competitor in the corporate, conference, and group accommodation segments.
• Wrest Point Hotel & Casino: Iconic Hobart hotel and Tasmania's largest conferencing venue. Competes for leisure and major MICE bookings across the broader Hobart market.
• Hadley's Orient Hotel: Heritage-listed Hobart CBD hotel and sister property to The Old Woolstore. Directly comparable as a Hobart heritage accommodation with F&B, events, and art-tourism positioning; cross-sells with the subject property.
• Somerset on the Pier Hobart: Serviced apartment property on Hobart's waterfront offering self-contained apartments with kitchenettes. Closest like-for-like competitor on the apartment-hotel model in Hobart.
• Quest Waterfront Hobart: Serviced apartment operator in Hobart offering apartment-style accommodation. Directly comparable on the self-contained apartment model targeting extended-stay corporate and leisure travelers.
• Mantra Collins Hotel Hobart: CBD Hobart hotel offering studio and apartment-style rooms. Competes in the Hobart apartment-hotel segment for leisure and corporate demand.
• Travelodge Hotel Hobart: Mid-scale Hobart CBD hotel targeting value-conscious corporate and leisure travelers. Competes in the same Hobart accommodation pool, especially for group and event overflow.

Regional players

• MONA Pavilions: Luxury boutique accommodation in Hobart operated by the Museum of Old and New Art. A Tasmania leisure-tourism comparable for high-end experiential stays, though differentiated by art-tourism focus and slightly removed location.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/the-old-woolstore-apartment-hotel

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 The Old Woolstore Apartment Hotel