Accor & sbe introduces Hyde brand in Australia

In order to expand its partnership with sbe outside of the US, Accor is launching its luxury lifestyle hospitality brand Hyde in Australia. Hyde Paradiso, inspired by LA’s famous Sunset Strip, will be a fashionable playground for an endless summer.

Hyde Hotels and Residences is further planning to expand into the Middle East, with a hotel opening in Doha within 2020.

Simon McGrath, Chief Operating Officer of Accor Pacific, said, “We are extremely excited to open the first sbe venue for Accor in Australia, on Queensland’s Gold Coast. Our partnership with sbe and its Founder and CEO Sam Nazarian will combine the best of both our worlds to provide unparalleled lifestyle experiences for our guests. Hyde Paradiso will be a game changer for the Gold Coast, which is befitting of a sophisticated and energetic venue which will become the place to see and be seen by the sea.”

Sam Nazarian, Founder and CEO, sbe, added, “Everyone at sbe is hugely excited to expand our hospitality brands through the strategic partnership with Accor and to work closely with Simon McGrath and his talented team. Australia is such a welcoming, youthful, and dynamic market full of growth opportunities for our brands, and we couldn’t be more thrilled to launch Hyde on the Gold Coast. The sbe portfolio will grow to over 50 hotels by 2020, paired with tremendous expansion in the residential, culinary and entertainment venues, including over 150 global venues in the pipeline. We look forward to bringing more of our brands, dining and entertainment experiences to Australia and across the globe with Accor in the future.”