- Published on Thursday, 03 May 2012 09:29
Article Read: 825
Flair Hotel Group markets and manages a variety of properties throughout South-East Queensland - from boutique motels to large CBD corporate accommodation they have a variety of properties to appeal to a wide array of customers.
But while the properties may differ in size and location it seems their commitment to service and value for money remain the cornerstones of Flair Hotel Group's offering.
Flair Hotel Group is the umbrella brand created for the properties that are operated by the parent company Okapi Investments P/L. Okapi Investments is owned and operated by the Rae family. Having started in management rights some nearly 20 years ago, the Rae family business has owned a number of properties spanning the East coast of Queensland.
Currently the group comprises three properties – Evolution Apartments, Central Brunswick Apartment Hotel and Noosa Heads Motel.
Starting in Cairns the family business first expanded into Noosa and then took the leap from the leisure market into the corporate market by acquiring properties in Brisbane. The business has evolved and grown organically over the past 20 years - with all five members of the Rae family and even their spouses getting involved. Currently Ryan Rae, as managing director, operates the business on a day-to-day basis working with the general managers at each property to ensure the track record of strong returns at all their properties continues.
With Ryan returning to run the business after a seven year stint at Wotif.com where he was in charge of the Hotel Product Division for much of his tenure, the group now focuses much of its marketing and energy on Internet distribution.
Having spent much of his time working with and educating hotels on Internet distribution strategies, Ryan is now putting into practice what he previously preached with the family business by driving sales through the property websites and third party channels.
"Part of the strategy for Flair Hotel Group moving forward is a complete revamp of the property websites (currently underway), the introduction of a group website, improved SEO, targeted SEM spending and ramping up of social media activities," said Ryan. "We have some great external suppliers who will be assisting us to achieve these goals and we are excited about seeing these changes come to fruition in 2012.
"With each of these properties appealing to different markets and offering slightly different products to the customer, we have steered away from the idea of branding the properties with the Flair name. Instead we utilise the Flair brand for business-to-business activities and marketing allowing us to centralise a lot of processes along with leveraging group relationships and buying power," he said.
Ryan and his team constantly assess the performance of each property and the improvements that are being made not only in the returns to the owners but also to the property itself.
"Recently our proactive hands on approach and a good relationship with our committee lead to a complete refurbishment of the foyer area at Central Brunswick Apartment Hotel," explained Ryan. "This work included ripping up the old tiles and replacing with new, installing a new ceiling along with new lighting and new décor. The foyer has been transformed from its original 1990s form into a modern chic area more becoming of a four-star property. While another key initiative includes the roll out of in-room wireless broadband access across all their properties.
"With instant access to the Internet from any device now a necessity for any traveller we will be offering a high speed service to our customers so that they can comfortably browse the internet from anywhere within the apartment," said Ryan.
Flair Hotel Group is currently looking to acquire more properties into the portfolio however Ryan says they do plan to limit growth. "We feel that a personal touch from the owner of the management rights is needed in every property in order to be able to meet the expectations of all our stakeholders. We have looked at a number of different properties over the last year from off-the-plan to established businesses however after nearly 20 years in the sector we have a fairly strict set of criteria for acquiring any new property into our group," he said.
Evolution Apartments is ideally located in the heart of the Brisbane CBD. With spectacular views over the river and city, the 4½-star serviced apartments include studio, one and two bedroom apartments. Business centre facilities and a well equipped media room are available. Guests can also unwind in the Sky Lounge on the 36th floor with a billiard table or on the sixth floor recreation deck with a heated lap pool, spa, state-of the-art gym, garden deck and quiet library zone.
Central Brunswick Apartment Hotel is the natural choice for location, comfort and entertainment. Nestled behind the historical façade on Brunswick St in Brisbane's Fortitude Valley, Central Brunswick Apartment Hotel offers 3½ or four star self-contained, air-conditioned serviced apartments. While onsite facilities include a spa, sauna and roof top barbecue area along with a fully equipped gymnasium.
Specialising in affordable luxury overnight and short stay accommodation, the Noosa Heads Motel offers four star queen, twin or king style rooms. Only ten minutes walk to Hastings St the property features a large resort style heated swimming pool, cable television and undercover secure parking.