Reimagining luxury in the heart of Brisbane

With the Olympic Games on the horizon in a city booming with opportunity, Amora Brisbane has undergone a $30 million refurbishment and is redefining luxury in Queensland, according to the hotel’s general manager, Tom Bloomfield.

In business, timing is everything. Making big changes to increase business volumes or appeal to a new market inevitably brings many considerations. Is now the right time? Can we maintain the loyalty of our existing clients and appeal to new ones? Will the investment provide a return?

In the context of the recent $30 million refurbishment of Amora Brisbane, our Thai family owners had the advantage of many years operating in Australia, and an appreciation of the future opportunities Brisbane presents. In many ways, the timing was perfect.

Queensland’s gateway city has commenced one of its most ambitious periods of development – Queen’s Wharf, Cross River Rail and the Eagle Street waterfront precinct – all aimed at enhancing Brisbane’s reputation as a commerce and tourism cauldron well in advance of the 2032 Olympic Games.

With this recently purchased and well-established hotel, our owners saw an opportunity to capitalise on Brisbane’s relatively low future hotel development pipeline and increasing demand for luxury accommodation and conference venues. They have invested strongly in repositioning the formerly mid-scale property into a 5-star product. What has emerged is more than a mere facelift.

Amora Brisbane general manager Tom Bloomfield. Photo: Supplied.

The project commenced in April 2023 and proceeded in carefully planned stages while the hotel continued to welcome guests. Selected spaces were progressively revealed, with finishing touches completed in late December. The feedback from guests – including many longstanding clients – as they appreciated the scale of the transformation, gave us great confidence for the hotel’s future as a uniquely designed expression of luxury in Brisbane’s hotel landscape.

With a full renovation of 296 guest rooms, 11 conference venues, food and beverage outlets, and other guest spaces, architects Cottee Parker produced a design embodying relaxed luxury, featuring earth tones and natural materials accented by brass highlights. These elements combine to create a calming oasis overlooking the city, with abundant natural light and greenery. Conference delegates can select from spaces across two levels, including a sublime al fresco podium terrace – the perfect venue for sunset cocktails and canapes.

We are delighted to welcome new and established clients to the rejuvenated Amora Brisbane. The timing is right, and we know this next chapter will be our best yet. n

This story appears in the Autumn issue of Spice, as part of our annual Hot Seat feature, which shines a spotlight on the MICE industry’s movers and shakers, and outlines what’s in store for the next 12 months.

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