The Sebel

What The Sebel does

The Sebel is a premium hotel and serviced apartment brand operating 26 properties across Australia and New Zealand, spanning New South Wales, Queensland, Victoria, Tasmania, Western Australia, the Australian Capital Territory, and New Zealand. Founded in 1963 as The Sebel Townhouse, the brand positioned itself historically as a celebrity-friendly destination emphasizing discretion and personalized service. The portfolio blends urban CBD apartments, beachfront resorts, and regional retreats, with apartment-style accommodations offering kitchens, separate living areas, and self-catering facilities targeted at extended-stay leisure and corporate travelers. Properties operate under Accor's premium brand umbrella alongside Sofitel, Pullman, and MGallery, leveraging the parent's global distribution infrastructure including the all.accor.com booking platform and the ALL – Accor Live Limitless loyalty program.

The brand monetizes through three primary revenue streams: accommodation (room and apartment rentals), food and beverage (on-site restaurants and bars at most properties), and meetings, events, and weddings (venue hire, catering, and event services). Pricing is dynamic and quote-based, varying by property, season, and length of stay, with promotional levers including a 25% Early Booking Offer for 30-day advance reservations and up to 30% Long Stay Discounts for extended nights. Distribution channels include direct website booking, phone reservations, the Accor global platform, and corporate account bookings for business travelers and event planners.

Customer segments are horizontally diversified across leisure travelers (primary), corporate and event planners, and wedding couples. Several properties are affiliated with the Accor Vacation Club timeshare program, adding a recurring vacation ownership revenue layer. The brand does not disclose revenue, and it operates as a non-reporting sub-brand within Accor S.A., a French public limited company listed on Euronext Paris.

Name

The Sebel

Legal name

The Sebel (Brand operated by Accor S.A.)

Website

https://thesebel.com

Company type

Private

Founded year

1963

Operating status

Operating

Short description

The Sebel is a premium hotel and serviced apartment brand under Accor S.A., operating 26 properties across Australia and New Zealand with apartment-style accommodations, on-site dining, and event venues targeting leisure, corporate, and wedding segments.

Ownership category

akta.pro rank

Product category

Hotel and Serviced Apartment Accommodation

NAICS

Hotels (except Casino Hotels) and Motels (72111), Traveler Accommodation (7211), Other Traveler Accommodation (72119)

SIC

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

akta.pro primary industry

Urban & Downtown Full-Service Hotels (THAGAAAA)

akta.pro secondary industries

Business & Corporate Full-Service Hotels (THAGAAAE), Boutique Resorts (Small-Scale Resorts) (THAGADAJ)

Keywords

• Hotel accommodation
• Serviced apartments
• Hospitality services
• Event venues
• Extended stay lodging

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Accommodation Revenue: The primary revenue stream comes from renting hotel rooms and serviced apartments to leisure and business travelers. Properties offer various room types and apartment configurations with kitchen facilities for extended stays.
2. Food & Beverage: On-site restaurants and bars at various properties including The Croft House Town Kitchen Bar, Yves, Cienna Restaurant Bar, Market Square, Peaks Restaurant, Nouveau Restaurant, Aqua Lounge Bar, Margate Beach House, and other dining venues generate revenue from food and beverage sales.
3. Meetings, Events & Weddings: Venues are available for corporate meetings, conferences, exhibitions, incentives, weddings, and social events. Revenue generated from venue hire, catering, and event services.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

The Sebel operates a network of 26 premium hotels and serviced apartments across Australia and New Zealand, offering spacious rooms and apartments with fully equipped kitchens, on-site restaurants and bars, meeting and event venues, and wedding facilities. The brand combines hotel services with apartment-style independence for leisure travelers, extended-stay guests, corporate clients, and event customers, operating as a managed brand within the Accor hospitality group's premium portfolio.

Product overview

The Sebel is a premium hotel and apartment brand under Accor, operating 26+ properties across Australia and New Zealand. The portfolio comprises spacious, elegantly decorated apartments and hotel rooms offering privacy, kitchen facilities, and dining areas. Core offerings include accommodation (The Sebel Hotels & Apartments), meeting and event venues, bars and restaurants, and wedding facilities. Multiple properties feature dedicated restaurants and dining venues. The brand participates in Accor's loyalty program (ALL – Accor Live Limitless) and Accor Vacation Club.

Differentiator

Problem solved

Functional benefit

Brands

• Quay West Suites Sydney: Luxury Sydney apartments in The Rocks area
• Accor Vacation Club

Products and services

• The Sebel Hotels & Apartments Premium hotel and apartment accommodation brand offering spacious, elegantly decorated apartments with kitchen facilities across 26 properties in Australia and New Zealand, combining independent apartment space with hotel services for leisure travelers and extended-stay guests.
• Meetings, Events & Weddings Event specialist services including meeting venues, conference rooms, function spaces, corporate getaways, and wedding venues across The Sebel properties, with venue hire, catering, and event services for corporate meetings, conferences, exhibitions, incentive trips, and wedding ceremonies and receptions.
• Bars & Restaurants Dining experiences including fine dining restaurants, casual eateries, poolside bars, and cocktail lounges at various The Sebel properties across Australia and New Zealand, generating food and beverage revenue for the brand.
• SOL Wellness Centre Wellness centre at The Sebel Yarrawonga offering spa and wellness treatments to hotel guests and visitors.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• AccorcoreStrategic or Co-development PartnerThe Sebel is a brand within the Accor hotel group. Accor provides the operational infrastructure including booking platforms, loyalty program (ALL – Accor Live Limitless), reservation systems, marketing support, and brand standards. The Sebel operates under Accor's premium brand portfolio alongside Sofitel, Pullman, MGallery, and other brands.
• Accor Vacation ClubcoreStrategic or Co-development PartnerAccor Vacation Club provides vacation ownership and timeshare services. Several The Sebel properties are affiliated with Accor Vacation Club, offering vacation ownership opportunities at properties like The Sebel Swan Valley The Vines, The Sebel Busselton, and The Sebel Melbourne Flinders Lane.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Quest Apartment Hotels: Australia and New Zealand's largest serviced apartment network, operating apartment-style accommodations with kitchens targeting both corporate extended-stay and leisure guests. Competes head-to-head with The Sebel across most AU/NZ markets.
• Adina Apartment Hotels: Australian premium serviced apartment operator offering apartment-style accommodations with kitchens across major AU cities. Directly comparable to The Sebel's apartment-with-hotel-service positioning in the same geography and guest segments.
• BreakFree Apartments: AU-focused serviced apartment and hotel brand offering accommodations across resort and city destinations. Targets the same leisure and corporate guests as The Sebel's apartment-style properties in AU/NZ.
• Oaks Hotels, Resorts & Suites: Major AU/NZ apartment-style accommodation operator offering hotel rooms and apartments across city and resort destinations including Sydney, Melbourne, Brisbane, and the Gold Coast. Most directly comparable competitor in the AU/NZ premium apartment-hotel segment.
• Park Regis Hotels & Resorts: AU-based premium hotel and apartment operator with properties across Australia and key Asian gateways. Comparable mix of hotel rooms and apartments targeting corporate and leisure travelers in the AU market.
• Mantra Group: AU/NZ hotel, resort, and apartment operator (now part of Accor) offering premium accommodations across business and leisure destinations. Sister-brand within Accor's portfolio targeting overlapping corporate and leisure demand.

Broad incumbents

• Sofitel Hotels & Resorts: Accor's luxury hotel brand operating premium full-service hotels across AU/NZ including Sydney and Melbourne. Sister brand at the upper end of Accor's premium tier, competing with The Sebel for premium leisure and corporate guests.
• MGallery Hotel Collection: Accor's boutique premium hotel collection offering distinctive full-service hotels in AU/NZ destinations. Sister brand targeting similar premium leisure and corporate guests with overlapping positioning to The Sebel's boutique-leaning properties.
• Pullman Hotels & Resorts: Accor's premium global hotel brand operating across AU/NZ with full-service hotels targeting business and leisure travelers. Sister brand within Accor's premium tier competing for overlapping corporate and premium leisure demand.

Others

• Meriton Suites:

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/accor

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries34 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 Sebel