Gurner Group commissioned us to assess the market and commercial opportunity for a hotel within the landmark Elysium Fields development.
Our approach: Following a site inspection, we examined Docklands’ evolving business, residential, events and leisure markets and benchmarked contemporary urban lifestyle hotels. The analysis considered not only hotel performance but also public-space activation, ancillary spending, residential support and the role of an international brand.
Services provided: Market demand and supply assessment; lifestyle hotel positioning; facilities and design advice; branded residence considerations; food and beverage and public-space activation; operator and brand strategy; and five-year financial forecasts.
Docklands, Melbourne, Victoria.
We defined a commercially grounded lifestyle hotel concept capable of serving both hotel guests and the wider Elysium Fields community. The study also provided an operating and financial framework to guide design development, operator discussions and investment decisions.
The study demonstrated how the right hotel can operate as social and commercial infrastructure, adding value to a mixed-use development well beyond its rooms business by helping activate the wider precinct.
