The Observatory Apartments

What The Observatory Apartments does

The Observatory Apartments (legal name: Observatory Self Contained Apartments) is a privately held, single-property self-contained accommodation provider operating from 30-36 Camperdown Street in the Jetty precinct of Coffs Harbour, New South Wales, Australia. The portfolio spans five accommodation types — Ocean View King Studios, Park View and Ocean/Water View two-bedroom apartments (including accessible ground-floor and spa variants), and three-bedroom townhouses — each with full kitchens, laundries, private balconies, reverse-cycle air conditioning, and Smart TVs. Supporting infrastructure includes a salt water pool, two Tesla destination EV chargers, QR-code digital guest compendiums, and refillable amenity bottles.

The business runs on the RMS Cloud platform, powering a direct-to-consumer booking site (book-directonline.com), a dedicated corporate portal, a guest portal, and phone reservations, with an explicit best-rate direct-booking emphasis. Revenue is generated through nightly and weekly accommodation rentals across three seasonal tiers (Low, Mid, High), supplemented by extended-stay discounts, flat corporate rates with no minimum-stay or blackout-date restrictions, gift vouchers (3-year validity), and ancillary services (meeting space for up to eight, AV/catering hire, late check-out fees, beach towel rental). Customer segments include family holidaymakers, couples, corporate/business travelers, group bookings, senior travelers, and wedding parties, with demand amplified through event-driven partnerships (notably the Balter Festival of Golf) and tourism marketing with Destination NSW.

The Observatory positions itself on location (walking distance to Jetty Beach, marina, restaurants, and the train station), sustainability credentials (Return and Earn recycling program raising over $7,500 for the Can Do Cancer Trust as of August 2025, 75,000+ containers diverted, paperless operations), and service quality (TripAdvisor Recommended, BC Housekeeping Award, Best Value — Canada). It is an independent, locally owned operator with no parent company, no subsidiaries, no disclosed funding, and no M&A history.

Name

The Observatory Apartments

Legal name

Observatory Self Contained Apartments

Website

https://theobservatory.com.au

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

The Observatory Apartments is a privately held, single-property self-contained apartment accommodation provider in the Jetty precinct of Coffs Harbour, NSW, Australia, serving leisure families, couples, corporate travelers, and groups via direct booking, a corporate portal, and event-driven tourism partnerships.

Ownership category

akta.pro rank

Product category

Serviced Apartment Accommodation

NAICS

Hotels (except Casino Hotels) and Motels (72111), Accommodation (721), All Other Traveler Accommodation (721199)

SIC

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

akta.pro primary industry

Resort-Style Extended-Stay Properties (THAGAEAL)

akta.pro secondary industries

Corporate Extended-Stay Hotels (THAGAEAA), Large Group & Event-Friendly Homes (THAMAAAM)

Keywords

• Self-contained apartments
• Holiday accommodation
• Corporate accommodation
• Serviced apartments
• Extended stay rentals

Headquarters

HQ city

Coffs Harbour

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Accommodation Rental: Nightly and weekly rental of self-contained apartments and townhouses. Revenue varies by season (low, mid, high), room type, and length of stay. Includes corporate rate contracts for business travelers.
2. Extended Stays: Multi-night stays with volume discounts including 3-day specials, 5-night packages, and longer corporate assignments
3. Corporate Contracts: Flat corporate rates for approved business travelers with no minimum stay restrictions and no blackout dates
4. Gift Vouchers: Gift vouchers sold in any amount, valid for 3 years from purchase, redeemable for accommodation
5. Ancillary Services: Meeting/conference space hire for up to 8 people with AV equipment and catering available, early/late check-out fees, beach towel rental

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

The Observatory Apartments operates a self-contained apartment accommodation property in the Coffs Harbour Jetty precinct, renting studio, one, two, and three-bedroom apartments and townhouses on nightly and weekly bases to leisure and business travellers. Beyond short-stay accommodation, the property sells corporate accommodation packages with flat rates, hosts small meetings for up to 8 people, and offers gift vouchers redeemable against future stays.

Product overview

The Observatory Apartments is a self-contained holiday accommodation property offering multiple apartment types. The portfolio includes Ocean View King Studios (some with spa facilities), one and two-bedroom Park View and Water View apartments (with accessibility options), Ocean View two-bedroom apartments, and three-bedroom townhouses. The property provides corporate accommodation packages, meeting facilities for up to 8 attendees, and gift voucher services. All units feature full kitchen facilities, private balconies or patios, reverse cycle air conditioning, and Smart TVs. The property is positioned near Coffs Harbour Jetty and caters to both leisure and business travellers.

Differentiator

Problem solved

Functional benefit

Products and services

• Ocean View King Studio Self-contained studio apartment featuring a king-sized bed, ocean views, private balcony, full kitchen facilities, and reverse cycle air conditioning; some units include a spa bath. Targeted at couples and solo travellers.
• Park View 2 Bedroom Apartment Spacious two-bedroom apartment overlooking the park, with full kitchen, laundry facilities, separate living areas, and private balcony; some units include a spa bath and easy access features. Targeted at families and small groups.
• Water View 2 Bedroom Apartment - Ground Floor Ground floor accessible apartment with water views, walk-in showers for easy access, full kitchen, and living areas. Designed for guests requiring accessibility features and seniors.
• Ocean View 2 Bedroom Apartment Two-bedroom apartment offering panoramic ocean views from private balconies, with full kitchen, laundry facilities, and spacious living areas suitable for families or groups.
• 3 Bedroom Townhouse Spacious three-bedroom townhouse featuring a full kitchen with dishwasher, laundry facilities, private BBQ, two bathrooms, and double lock-up garage. Designed for large families or group bookings.
• Corporate Accommodation Packages Tailored accommodation packages for business travellers featuring flat corporate rates, no minimum stay restrictions, no block-out dates, free priority WiFi, work desks, and access to a corporate portal for self-managed bookings.
• Gift Vouchers Accommodation gift vouchers available in any amount, valid for three years from purchase, redeemable against any stay and deliverable via email or as physical vouchers.
• Meeting and Conference Facilities Space for intimate conferences and meetings of up to 8 people, with options for audio-visual equipment hire and catering, suitable for product showcases or small corporate events.

Quantifiable outcome

• Over $7,500 raised for Can Do Cancer Trust through recycling initiatives
• +2 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Can Do Cancer TrustminorStrategic or Co-development Partner · 1 August 2025Charitable partnership through Return and Earn recycling program. Guests can leave bottles and cans in designated bins and The Observatory donates proceeds to the Can Do Cancer Trust, supporting North Coast Cancer Institute patients and families. Raised over $7,500 as of August 2025 with 75,000+ containers recycled.
• Take 3 for the SeaminorStrategic or Co-development PartnerEnvironmental initiative partnership encouraging guests to collect 3 pieces of rubbish from beaches and parks. As thank you, guests receive Pure Pops ice blocks. Supports keeping Coffs Coast pristine.
• Balter Festival of GolfcoreGTM or Marketing PartnerLong-standing accommodation partner for the annual Balter Festival of Golf. Offers 10% discount to event participants and serves as preferred accommodation provider during the event running 19th-26th October.
• Destination NSWminorGTM or Marketing PartnerTourism marketing partnership featuring The Observatory in Destination NSW promotional content and social media posts for Coffs Coast region marketing.
• Pure PopsminorGTM or Marketing PartnerSustainability partnership providing ice block rewards to guests who participate in Take 3 for the Sea initiative.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Adina Apartment Hotels: Operates upscale apartment-style hotels across Australia and Europe with kitchens, laundry, and on-site amenities. Comparable by aparthotel format and dual leisure/corporate demand.
• BreakFree: Australian apartment and resort accommodation brand (part of Accor) offering self-contained apartments in leisure destinations. Comparable by apartment-style product and leisure focus.
• Oaks Hotels & Resorts: Australian apartment-hotel chain offering self-contained one, two, and three-bedroom apartments in leisure and corporate destinations. Directly comparable for townhouse/large-group inventory and mid-tier pricing.
• Meriton Suites: Australian owner/operator of large-suite apartment hotels with full kitchens and laundry, primarily serving city and leisure markets. Comparable self-contained apartment product and multi-night stay orientation.
• Mantra Hotels: Major Australian hotel and apartment accommodation group (acquired by Accor) with properties across leisure destinations and city locations, offering hotel rooms and self-contained apartments. Comparable in serving both leisure and corporate markets.
• Quest Apartment Hotels: Australia's largest serviced apartment / aparthotel chain offering self-contained apartments for both corporate and leisure stays, with similar extended-stay positioning and corporate rate programs. Most directly comparable by product type and customer mix.
• Veriu Hotels & Apartments: Australian serviced apartment operator with apartment-style properties in leisure and corporate locations. Comparable by self-contained apartment model and segmentation into leisure and corporate guests.
• Punthill Apartment Hotels: Australian aparthotel chain offering self-contained apartments targeted at corporate and leisure travelers with kitchen facilities and flexible stays. Highly comparable by product offering and corporate strategy.

Broad incumbents

• Wyndham Destinations: Global vacation ownership and rental network with Australian serviced apartment inventory. Comparable in operating nightly rental apartments for leisure travelers, though at significantly larger scale and broader geography.

Regional players

• Pacific Bay Resort: Resort-style accommodation located in Coffs Harbour itself, competing directly for the same leisure and corporate guests in the local market. Most direct local competitor by geography and customer segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/theobservatory
• Facebookfacebook.com/TheObservatoryCoffsHarbour
• LinkedInlinkedin.com/company/the-observatory-apartments

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Observatory Apartments