Crowne Plaza Adelaide

WORDS: LUCY BREWER

Crowne Plaza Adelaide is housed in Adelaide’s tallest building - Frome Central Tower One. The ambitious project was conceived over three years ago, sparked by a brand refresh of Australia’s Crowne Plaza hotels.

According to General Manager Sarah Goldfinch, the hotel’s target demographic is the modern business traveller, a group with a “lifeaholic” mindset.

“It's a new world out there for these travellers; more digital, more flexible, more mobile, more connected as the line between work and life is blurred and blended,” says Sarah.

“Today’s modern business travellers crave a hotel experience that blends work and restoration; they are looking to embrace new opportunities and see business travel as an inspiring break from their routine.”

Crowne Plaza Adelaide re-entered the state’s hotel market in November of last year, with the redevelopment built by the Kyren Group. The hotel’s design embraces marble, brass, and timber veneers, creating a sense of warmth as guests move through the ground floor porte-cochère and rise to check in at reception on Level 10.

When guests reach reception, they are treated to a panoramic view of Adelaide, a view that can also be enjoyed from the Plaza Workspace, a new take on the hotel lobby. The Plaza Workspace is primed for coworking, with power and high-speed WiFi.

The hotel oozes class, and Sarah says the service style is intended to bring humanity to business travel, with the East End location ideal for an “all-new, modern, design-led hotel with outstanding facilities.”

The Crowne Plaza Adelaide also features the premier Koomo Restaurant, built to lean into the East End’s reputation for industry-leading dining experiences.

“Nowhere in Adelaide offers quite this experience … East End dining with incredible views of the city and beyond,” says Sarah.

“Koomo is attracting predominately non-hotel guests which indicates the buzz around the restaurant … Adelaide’s dining scene is progressive and exciting and we’re positioning Koomo within this.”

“The hotel oozes class, and Sarah says the service style is intended to bring humanity to business travel, with the East End location ideal for an “all-new, modern, design-led hotel with outstanding facilities.”

Indeed, the functionality and uniqueness of Level 10 is what Sarah believes sets the hotel apart from its competitors.

“This is where guests check-in, utilise the Plaza Workspace, swim in the outdoor heated infinity pool, workout 24/7 in our fully-equipped gym and enjoy our two dining outlets, Koomo Restaurant and Luna10 bar. Level 10 welcomes guests with magnificent and unique views of the city and Adelaide Hills,” she says.

“Luna10 is such a unique offering to Adelaide; a rooftop pool side bar and cocktail lounge.”

In recent months, given the impact of COVID-19, the team at Crowne Plaza Adelaide has embraced the leisure market.

“We’re seeing guests really relax and enjoy themselves while they take that well-earned break with a dip in the pool and a cocktail in hand at Luna10,” Sarah says.

Whilst international travel is currently restricted due to COVID-19, Sarah says the traditional European markets will be a focus once the borders open, as will the Chinese and wider Asian inbound market.

“Savvy holiday makers are seeking flexibility in their accommodation offering... A specific example is the Crowne Plaza Adelaide’s allowance for guests to ‘Tailor their Time,’ enabling checking in and checking out of their hotel room anytime within a 24-hour period.”

Crowne Plaza Hotel is the third largest hotel in Adelaide, and has 329 guest rooms. It is clear the central location is an incentive for guests, with Sarah remarking on its convenience.

“We’re a short, two-minute walk to the tram line which will take you to Adelaide Oval, Adelaide Convention Centre, the Art Gallery and Museum,” she says.

“We’re also located diagonally across from the beautiful Botanic Gardens and the city’s new innovation hub, Lot Fourteen, so we’re really excited to be in such close proximity to such an inspiring space.”

As for the future, Sarah is confident in the innovation of Crowne Plaza Adelaide.

“Savvy holiday makers are seeking flexibility in their accommodation offering and Crowne Plaza Adelaide has adapted to suit,” she says.

A specific example is the Crowne Plaza Adelaide’s allowance for guests to ‘Tailor their Time,’ enabling checking in and checking out of their hotel room anytime within a 24-hour period.

“Travellers are now more than ever conscious of losing precious time and spending money on excess coffees while in transit and waiting for their accommodation room to be ready,” says Sarah.

“We see a great opportunity here to support efficient business travel.”