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New Zealand’s first greet hotel isn’t a new build, and its owner wants guests to notice the difference.
Dr Bryan Ngoi’s 82-room Auckland CBD property has been reborn under Accor’s feel-good budget brand. It has a redesigned lobby, refreshed rooms and phone-based room keys.
“The hotel previously operated as Ascotia Off Queen. The transformation into greet Hotel Auckland Off Queen represents more than a rebranding exercise; it is part of a broader vision to revitalise the property and introduce a more contemporary, innovative and guest-focused hospitality experience,” Bryan says.
“We have undertaken a comprehensive redesign of the lobby and reception areas, alongside significant improvements to the hotel’s common spaces. We are also progressively refreshing the guest rooms to create a more inviting, comfortable and distinctive environment.
“A key part of the transformation is our investment in technology. We are replacing the entire door-locking and card-access system with a modern solution that will support Apple Wallet and smartphone-based digital room keys. This will provide guests with a more seamless and convenient check-in and room-access experience. Our objective is to create a hotel that combines character, comfort and technology while delivering excellent value for today’s travellers.”
There isn’t a figure on the work, but Bryan says the spend has been targeted.
“We have taken a considered approach to the investment, focusing on improvements that will make a meaningful difference to the guest experience, operational efficiency and the hotel’s long-term competitiveness. Rather than simply changing the hotel’s name and branding, we want to ensure that the transformation delivers tangible improvements in both the physical environment and the way guests experience the property.”
He says greet won him over with the freedom it gives owners.
“One of the key attractions of greet is the flexibility and creative freedom the brand offers hotel owners. We see greet as an opportunity to think differently, challenge conventional hotel concepts and create something with its own personality and character, rather than simply following a traditional hotel formula.
“The brand’s emphasis on individuality, creativity, sustainability and responsible hospitality aligns with our vision of developing a hotel that is distinctive, commercially sustainable and relevant to the changing expectations of travellers. We believe there is considerable potential to bring fresh ideas and innovative operating concepts into the greet experience, while benefiting from the international reach, distribution network and loyalty platform of Accor.”
The hotel sits next door to Bryan’s other Accor property, Mercure Auckland Queen Street, with both run by independent management company 1834 Hotels.
“We see the two hotels as complementary businesses rather than competitors. Their close proximity presents a significant opportunity to create operational synergies, improve efficiency and offer guests greater choice,” he says.
“Mercure Auckland Queen Street caters to guests seeking a more traditional full-service hotel experience, while greet Hotel Auckland Off Queen will offer a more contemporary, individualistic and value-conscious alternative. Together, the two properties can cater to a broader range of travellers, budgets and accommodation preferences, while leveraging shared resources, operational expertise and sales opportunities.
“Having two distinctive hotel brands operating side by side also allows us to better respond to different market segments and changing customer demands. Ultimately, our vision is to build a stronger hospitality offering in Auckland’s CBD, where both hotels complement each other, deliver a consistently positive guest experience and create greater value through collaboration.”
greet joins a large and growing Accor network in New Zealand.
“Accor currently operates 50 hotels across New Zealand, with a further 18 properties in the development pipeline,” says Adrian Williams, chief operating officer of Accor in the Pacific region.
“Our network spans major cities including Auckland, Wellington and Christchurch, as well as key regional destinations such as Tauranga, Hamilton, Rotorua, Taupō, New Plymouth, Lake Tekapo, Queenstown and Invercargill.”
Adrian isn’t naming cities for a second greet yet, but says the brand has a future here.
“We’re excited about the opportunities for greet in New Zealand and believe the brand has strong long-term potential in the market. While its still early days following the brand’s Auckland debut, we’re taking a considered approach to growth, working closely with our existing network to identify locations where greet is the right fit. The brand’s flexible conversion model creates exciting opportunities, and we look forward to exploring this over time.”
He says Auckland travellers are still hunting for value.
“We are seeing continued demand for affordable, quality accommodation in Auckland, with travellers increasingly focused on value without compromising on comfort or convenience. This creates opportunities for brands like greet.”
As for who the brand is pitched at, Adrian says the net is wide.
“greet appeals to a broad mix of value-conscious travellers looking for quality accommodation at an accessible price. The brand is particularly suited to guests who appreciate simplicity, without paying for unnecessary extras.”
To mark the opening, rooms start from $115 a night via ALL.com.
