Primus Sydney Becomes Kimpton In October 2021

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IHG Hotels and Pro-invest will reflag Primus Sydney hotel under a Kimpton brand in October 2021.

The hotel is in the Central Business District (CBD) and has 172 rooms and suites. Primus Sydney hotel opened in late 2015.

You can access IHG’s page for Kimpton-brand here and Primus Sydney here.

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Location:

The location is good for someone that has been to Sydney numerous times and doesn’t “need” to stay in the world-famous harbor.

TripAdvisor Rating:

The TripAdvisor reviews and ratings for Primus Sydney are good.

Photos of the Hotel:

It looks like a perfect fit to be reflagged as Kimpton. Very boutique feel.

Rooms & Suites:

The hotel has six room types, of which four are in the suite category.

Here’s the announcement from IHG:

Pro-invest Group and IHG launch Kimpton Hotels & Restaurants in Australia with 2021 Sydney debut

Pro-invest and IHG Hotels & Resorts to reopen Primus Sydney as Australia’s first Kimpton Hotel in October 2021

IHG’s boutique luxury brand has been growing rapidly around the world and finally arrives Down Under

After years of anticipation, Kimpton Hotels & Restaurants will arrive in Australia in 2021, with IHG Hotels & Resorts and Pro-invest Group planning to convert and reposition Sydney’s Primus Hotel as Kimpton Sydney.

As the industry pioneer that first introduced the boutique concept in the US in 1981, Kimpton Hotels & Restaurants is renowned for its signature heartfelt service and creating guest experiences that foster genuine human connections. Today, its playful brand philosophy is celebrated worldwide, delivered through thoughtful perks and amenities, inventive meetings and events, distinctive, design-forward interiors, and lifestyle elements including the nightly Social Hour.

As a heritage-listed 1930s Art Deco revival of inter-war period architecture, and a history as the former Sydney Water Board Building, the Primus Sydney property almost sings with Kimpton personality. Its bold design, iconic red columns and boutique luxury personality will embody the brand perfectly and, once it has completed the revamp of its lobby, guest rooms and F&B, it will be undoubtedly a brand-defining flagship product for the region.

Kimpton Sydney will open this October with 172 unique design led rooms and suites, a rooftop swimming pool, conference and event spaces that are bathed in natural daylight, as well as a range of innovative culinary experiences that are built on Kimpton’s legacy of locally loved restaurants – including a lobby bar, rooftop restaurant and a café.

The brand’s lifestyle programming – part of Kimpton’s DNA – will be delivered through various complimentary experiences that can include: a morning kickstart coffee and tea, yoga lessons, bike rentals, and Kimpton’s iconic Social Hour – where the brand’s vision to enable human connections comes to life as guests mingle with locals over complimentary wines in the evening. Furry, four-legged friends are also welcome, with Kimpton’s pet-friendly approach and dialled-up pet offerings (“If it fits in the elevator, come on in!”)

Leanne Harwood, IHG’s Managing Director – Australasia, Japan & Pacific, said:

“I can’t tell you how excited we are to finally bring the Kimpton Hotels & Restaurants brand to Australia. We are very mindful of how special the Kimpton brand is, and that’s why it’s been so important to us that we only bring it to market with the right owner and when we have the perfect property to bring it to life. The Primus Sydney property oozes Kimpton character, as soon as we saw it, we knew it had to wear the Kimpton badge, and we are so glad Pro-invest agrees and has put its full weight behind the brand.”

“We are so proud to have such a great long-term partnership with Pro-invest that already includes 13 open or pipeline hotels across three IHG brands, and we look forward to continuing that growth together.”

Jan Smits, Co-CEO at Pro-invest,

“Such a uniquely beautiful and historic hotel called for a brand that would bring the guest experience to life, and as each Kimpton hotel is a hotel-of-one, individually designed to blend the surrounding environment with local culture, offering guests an authentic and playful experience, we knew it was the right choice.”

IHG and Pro-invest have a long partnership that started with Pro-invest opening Australia’s first Holiday Inn Express in Sydney’s Macquarie Park in 2016. Since then, the portfolio has grown to include 7 Holiday Inn Express branded hotels and, together, they are expanding the partnership to include new brands, with 6 hotels in the pipeline under the voco, Hotel Indigo, Holiday Inn Express and now Kimpton brands.

Kimpton sits apart from the stereotypical CBD luxury hotel mould, and the trendy midtown precinct location of the Sydney hotel is the perfect fit for Kimpton’s guest profile – with the State Theatre and Capitol Theatre both a stone’s throw away, along with the heritage-listed QVB retail precinct, performing arts centres and International Convention Centre.

The Kimpton brand has been growing rapidly around the world over recent years, with 73 Kimpton Hotels now open globally and 32 in the pipeline. Australia is the newest market for the brand, continuing the recent growth trajectory with hotels opening around the world.

IHG Hotels & Resorts currently has 60 hotels operating under six brands in Australasia, including InterContinental, Crowne Plaza, Hotel Indigo, voco, Holiday Inn and Holiday Inn Express, with another 35 in the pipeline, including Kimpton.

Conclusion

Based on Primus Sydney’s information on its website and the photos, it appears that it is a perfect fit for IHG’s Kimpton brand.

The location in the CDB is good for business travelers and those that have been city a few times previously and don’t need the “harbor view” (you can never get tired of it).

I am glad to check the hotel out once Australia reopens for international arrivals without a quarantine. Let’s hope that it happens sometime in 2022.

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