1834 Hotels: From SA to the World

Local success story 1834 Hotels is now moving into international markets as a boutique third party operator (TPO).

The South Australian-based company has built a national portfolio of hotels, motels and resorts - and is now expanding into New Zealand and exploring opportunities across Southeast Asia.

With approximately 60 hotels under management, over 1,500 staff and a turnover around $250 million, it has quietly become one of Australia’s leading TPOs.

1834 Hotels offers “white label” support for independent and branded accommodation providers. Services include strategic, operational, finance, WHS, sales, marketing and revenue management.

Securing new work in New Zealand represents the first step in an international phase for the business.

“We’ve just gone into Auckland and we’re looking at a couple of other opportunities there,” according to CEO Andrew Bullock.

“We’re also starting to look at Southeast Asia. That’s the next horizon for us.”

He said the move offshore is driven by opportunity and scale.

“With scale comes the ability to attract and retain top-tier talent; people who can deliver high-level outcomes at hotels that otherwise wouldn’t have access to that kind of expertise.”

He cited the example of a 60-room hotel in regional SA.

“Such a hotel could never normally afford a national-level revenue specialist, but because they’re in our network they get access to that expertise.”

National Growth Story

1834 Hotels has been operating nationally for years and now runs properties in every state except the Northern Territory.

It was originally built as a boutique third-party operator, working behind the scenes to manage independent and branded hotels on behalf of owners, franchisors and investors.

While some growth has come organically, a major shift occurred during post the pandemic.

“When the Elanor portfolio came back into the mix, that enhanced the offer quickly,” Andrew said.

Before COVID, 1834 Hotels had managed Elanor’s properties, which due to challenges during Covid was in-housed by the Elanor group. But when the ASX-listed fund looked to exit the hotel space and started selling down, 1834 Hotels was wellpositioned to take over operations and support the divestment process.

“They were looking to divest hotels which in turn would lose scale for their in-house operations, while we had scale and could expand,” Andrew said. This was further supported by the opportunity for 1834 to take over a number of the in-house team members from Elanor, giving us access to some amazing talent which further fuelled our opportunity to grow.

The Elanor portfolio added 18 hotels to the group initially, substantially increasing staff, systems and operational complexity - but it also reinforced the group’s capacity to operate at scale.

The company's footprint now includes head offices in Adelaide and Sydney, staff in Melbourne, Tasmania and Asia, and a decentralised team supported by cloud-based systems and AIpowered platforms.

“Post-COVID, we’ve proven we can work from anywhere,” said Andrew. “Teams and technology let us operate nationally, without being tied to one city.”

How 1834 Hotels Operates

1834 Hotels is one of Australia’s few genuine white-label hotel operators - a model far more common in the US and Europe, where third-party management accounts for up to 80% of the market.

The company works under franchise agreements, management contracts or owner-direct models, offering tailored support.

“We’re the original white label in Australia,” said Andrew.

“Others have entered the market in the last decade but we’ve been doing it the longest.”

Each hotel receives a tailored approach.

“We’re not one-size-fits-all,” said Andrew. “Every owner has different goals. One might want to hold staff and invest. Another might be cashstrapped and cutting costs.

“We work with them individually.”

The model is particularly effective for regional and mid-market hotels. These properties don’t have the internal resources to compete with major city properties - but still want strong performance and professionalism.

International Influence

The US and European markets are driving inspiration for the company’s future.

“In the US, the third-party operator model is absolutely dominant. It’s a brand-focused market but the operations are nearly all handled by TPOs,” Andrew said.

“That’s where we’re heading in Australia and as a company, we’re well ahead of that curve.”

Ai And Automation

Another way 1834 Hotels is staying ahead is by embracing technology, particularly AI.

“We’ve reduced entire departments through intelligent automation,” Andrew said. “Not because we wanted to cut people but because it allows us to reallocate our people to do more meaningful work.”

Guest communication, checkins, upgrades, room access and upselling are now all handled through kiosks and apps.

“You can now check in, get your key, upgrade your room, and buy a bottle of champagne - all before you step into reception.”

“Anyone saying the jury’s out on AI just doesn’t understand it. It’s not coming, it’s already here.”

Looking Ahead

1834 Hotels is clear about its position: boutique, responsive and expanding. While its base remains in South Australia, its reach is international - and growing.

“We’re still tailored. We’re still boutique. But we now have the scale to compete with anyone.”

Representing Regional Australia

Andrew was recently appointed to the board of Accommodation Australia, where he is a voice for regional and independent operators. He is also Chair of Accommodation Australia’s South Australian Division.

He said it was important that the board reflects the full diversity of the sector — not just five-star hotels in Sydney and Melbourne.

“The world of accommodation doesn’t end at the borders of the Sydney CBD.

“Yes, that’s a hot market, but the heavy lifting is being done in regional Australia.”

He said regional hotels play a vital role in their communities, not just in terms of beds but in employment and local economic flow-on.

“These are the places that keep communities alive. They offer jobs for young people, working mothers, semi-skilled and unskilled workers.

“Holding communities together is a really important part of what pubs do.

“Accommodation provides an additional layer to that because it's a net exporter; tourists are spending money that we otherwise wouldn’t have.

“Every time we bring somebody to a regional area, that provides revenue for a local community and creates jobs from the local hairdresser, the town’s supermarket and so on.”

Migration : A Key Workforce Strategy

1834 Hotels is a strong supporter of targeted migration and uses the Designated Area Migration Agreement (DAMA) to bring skilled workers into Australia.

“We’re huge advocates for it,” Andrew said.

“Yes, we need chefs but we also need housekeepers, receptionists, back-of-house staff etc.”