AUSTRALIA | Despite the recent floods, Accor’s hotels in Queensland recorded a 30 percent increase in Easter long weekend bookings when compared to the same time leading up to Easter in 2024.
Accor is Australia’s largest hotel operator with over 350 hotels, resorts and apartments nationally and over 100 in Queensland.
Cairns lead Queensland destinations with a 63 percent increase in Easter bookings compared to 2024. Tropical North Queensland is 43 percent ahead of last year, and the Gold Coast – which Tropical Cyclone Alfred heavily impacted – is ahead 32 percent of last year.
Extensive promotion of Cairns, the Sunshine Coast, and the Gold Coast through Tourism & Events Queensland’s ‘Too Great to Wait’ campaign, complemented by discount airfares launched by all three major carriers, saw a surge in bookings as the destinations rebuilt their markets for Easter and the school holidays.
Queensland is not the only state enjoying strong growth over the Easter period.
Accor’s hotels in the national capital, Canberra, have recorded 103 percent growth in bookings compared to 2024, with visitors enticed by the last fortnight of the blockbuster Pompeii exhibition and the National Folk Festival, which is expected to draw up to 40,000 visitors.
Victorian hotels were also highly popular, with 39 percent growth year-on-year. Melbourne hotels are enjoying an autumn renaissance, with 41 percent growth in bookings, driven by events such as the Melbourne International Comedy Festival and a series of high-profile AFL games.
Sydney’s extensive range of Easter holiday attractions, including the Sydney Royal Easter Show, has helped push bookings up 14 percent for Accor’s Sydney hotels.
Accor Pacific Chief Operating Officer PM&E, Adrian Williams, said the strength of Queensland bookings was particularly encouraging.
“The coordinated efforts of Tourism Events Queensland and Experience Gold Coast, supported by airlines and hotel groups like ours, have been instrumental in driving a strong Easter holiday period for the tourism industry,” said Williams.
“While Tropical Cyclone Alfred and floods in northern Queensland initially impacted bookings across the east coast, a swift and widespread promotional push - combined with attractive airfares and highly competitive hotel packages - has successfully reignited travel demand.”
He added that with two consecutive long weekends plus school holidays, Queensland has a prime opportunity to recover some of the estimated AUD 300 million in lost revenue caused by recent weather events. This surge in demand was an excellent sign for the region’s resilience and ongoing recovery.
“Across Australia, we continue to see the incredible impact of major events in driving leisure travel. Sport, in particular, is proving to be a powerful catalyst for weekend occupancies, and with the British and Irish Lions rugby tour set to take place over winter, we expect this trend to gain even more momentum.
With growing consumer confidence, Accor has strong optimism for hotel performance throughout 2025.
