New Tasmania Hotel Welcomes First Guests

. June 09, 2010

JUNE 8, 2010 - Australia's newest luxury hotel, Saffire, located on the picturesque East Coast of Tasmania near Freycinet, is now open.

Saffire is considered by its developers to be an iconic development for the Australian tourism industry. Its concept and design are like no other current hotel in the country, capturing the essence of the unique region and connecting with the environment to bring an authentic and enriching experience to guests.

“This project is one of great significance for our company, and is the culmination of years of market research and careful planning,” Mr. Greg Farrell, Tasmania Managing Director, said. “We wanted to ensure we built a development that was sympathetic to this beautiful area and its environs, yet still offers guests the most unforgettable experiences in accommodation, food and wine, activities and most of all, Saffire Service.”

Tasmania's Minister for Tourism Michelle O'Byrne said the state's tourism industry would benefit greatly from Saffire's opening. “Saffire delivers a new world-class ultra premium Tasmanian experience that will showcase the very best of our island state. I am confident that this experience will set new benchmarks in the premium tourism marketplace and rival the best in the world.”

Distinct in its design, exclusive in its features and set apart by its approach to individually tailored experiences and service, Saffire's approach is not constrained by traditional five-star ratings and standards, but instead sets a bold new direction for holidays and accommodations in Australia.

Saffire features 20 luxury suites, each offering sweeping views of Great Oyster Bay and the Hazards Mountains with complete privacy from the neighboring suites. Tasmania's freshest produce and finest wines and beers will be showcased in Palate restaurant and The Lounge bar. All guests can restore their well-being in the premium spa facilities and on-site gym. Exclusive Signature Experiences have been developed accessing little-known areas of the Freycinet Peninsula, and a range of other activities can be tailored to suit guests' desires.

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Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.