A location appears to have been found for the first Anantara property in Australia with more details to be announced within the year as Minor Hotels embarks on an ambitious plan to shake up the country’s luxury sector.
The next five years will see the Bangkok-headquartered hospitality firm open “two to three” Anantara properties across the country, Minor Hotels Chief Operating Officer Australasia, Craig Hooley revealed toLATTE.
The move follows growing momentum around the luxury brand which is currently one of the fastest growing in the world. Global recognition of Anantara as a leading luxury hotel brand is also mounting, with a burst of awards and accolades.
“We’re really making a lot of traction with Anantara, which is very exciting, because we’ve been dying to bring Anantara into Australia,” Hooley said. “I can tell you that Minor will announce its first Anantara before the end of the year.”
Anantara’s expansion reflects a broader confidence in the Australian luxury sector. “We think luxury in Australia is ready for growth.
“There’s not enough good luxury in Australia,” Hooley stated.
“We’re targeting a number of opportunities at the moment, and all of them have very unique destinations and unique experiences. They will sit at the top end of this country in terms of accommodation.”
Planned Anantara properties are being carefully curated to join the ranks of Australia’s most renowned luxury stays with Hooley highlighting Freycinet Lodge, Southern Ocean Lodge and the former One&Only Wolgan Valley as comparable offerings.
With each Anantara designed with its location in mind, a defining feature of Anantara’s Australian approach will be its deep connection to nature and narrative, according to Hooley. “The main selling point for luxury in Australia is natural beauty,” he said. “But saying that, there is an overlay of other stories that will support that. It’s important with luxury that it’s not a single-dimensional story.”
Each Australian Anantara site will therefore integrate historical and cultural storytelling into the guest experience. “In each of these locations, there’s some really, really cool stories that overlay what we want to share as part of that journey,” he said.
For luxury, in his view, must meet three key standards: “Luxury has to be authentic. It has to be personalised. You have to be able to be part of the story. And it has to be efficient.”
However, ease of access remains a logistical challenge in Australia, he pointed out, particularly for high-end international guests. More effort is required on the infrastructure side to ensure the success of Minor’s future high-end projects. “If a client flies in business class into Sydney, then they’ve got to jump on a train or something to go somewhere, then it’s not going to work,” he said.
Beyond ultra-luxury, Minor Hotels is also expanding just below that tier. The upcoming NH Sydney, opening in the first half of next year with 254 rooms, will add diversity to the portfolio. “That’s got a great story around Wentworth Avenue in Surry Hills. The hotel is on top of a clay kiln where all the bricks were made for Sydney,” they said. “We’re going to run a beautiful fine dining concept restaurant in there, there’s going to be a spa, and we’re bringing our Seen rooftop concept.”
The company will also open an NH Hotel at Sydney Airport in 2026.
With multiple projects underway, Minor’s Australian portfolio looks set to dramatically evolve over the coming years. “Lots happening in that luxury space for us here in Australia,” Hooley said. “So yes – positive future., lots happening. Stay tuned.”
