The Australian Open has provided a significant boost to Accor's Melbourne hotels, with occupancy rates nearing full capacity during the tournament's first week. The surge in demand began even before the event officially started, thanks to new activities at Melbourne Park that kicked off the tennis festivities early.
Between 19-21 January, Accor's holdings increased by an average of 12% compared to the same period last year, as fans, teams, media, and event crews arrived early to enjoy the tournament. This trend continued throughout the event, resulting in a stronger year-on-year performance for the hotel group.
Adrian Williams, Chief Operating Officer for Accor in the Pacific region, highlighted the impact of the Australian Open on Melbourne's tourism economy. "The uplift we saw during the first week, particularly the double-digit increase compared to last year, reflects how quickly demand intensifies when the city hosts events of this scale," he said. "It reinforces Melbourne’s position as a destination that consistently performs on the global stage."
Looking ahead, Accor anticipates continued strong demand with the upcoming Formula 1 Australian Grand Prix from 5–8 March. Bookings for this event are already tracking ahead of last year, indicating another successful period for Accor's Melbourne hotels as the city continues to leverage global events for tourism growth
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