Cre8tive Hotels & Lifestyle launches, advancing Australia’s lifestyle landscape
From one of the industry’s brightest and most respected voices in lifestyle and design, comes a new company name and an even sharper focus on developing lifestyle hotels that pack punch and redefine Australia’s hospitality landscape.
Last night at an intimate Launch event in Sydney, Andrew Taylor launched Cre8tive Hotels & Lifestyle, marking a shift away from former name Cre8tive Property, and moving headfirst into a renewed dedication to helping owners and developers navigate the nuances on what’s required to make a lifestyle hotel that can compete on a world stage.
Acting as a trusted advisor to the owner, Andrew and his team at Cre8tive Hotels & Lifestyle have developed a distinct strategy and process that takes owners, developers and funding partners, on an education journey, ticking off all the elements of lifestyle that will ‘move the needle’ in driving superior top-line performance in occupancy and rate, better profitability and a stronger overall ROI.
Cre8tive then work to match the best brands and operators on their knowledge and understanding of lifestyle with owners, stepping through each of the decision-making processes ensuring superior performance and greater accountability for the owners.
The concept of “lifestyle” focused hotels is hardly new, and globally, it’s a term which has become synonymous with some of the most successful and talked about hotels in the world – think Standard Highline NYC, The Ned London, Proper Santa Monica, 1Hotel Brooklyn Bridge.
The observation that Cre8tive has made is, locally, in Australia, the market is underserved in terms of having a depth of distinctive and world-class standard lifestyle hotels. Hence Cre8tive Hotels & Lifestyle’s new name and branding and focus on helping clients and the broader hotel community better understand what Cre8tive stands for as a business.
We are passionate about hotels and fostering community within, and over the years we have seen a distinct trend by developers wanting much greater levels of customisation for their projects to better reflect their vision and the neighbourhoods in which their projects are imbedded.
Rather than simply relying on an established hotel brand to “solve” their development, developers are wanting more influence and say on the type hotel they will deliver and ultimately put their name to; and that is where we come in. Andrew Taylor
In recent years, Andrew has worked closely with brands like Standard, Hoxton, Dream, RYSE and EAST Hotels to establish a presence down under. In 2018, he was responsible for bringing the W brand back to Australia, first via the Brisbane hotel and then with W Melbourne, where he worked directly with the owner Daisho for close to 3 years. Andrew’s insights are informed by not only his global perspective, but his background in law and then development for Mirvac Hotels & Resorts and Starwood for over 17 years.
A more discerning developer has emerged, with very strong interest in making sure that the hotel’s food and beverage attracts its own crowd and following. They are savvy and well-travelled globally and often have their own personal relationships in the culinary world and ideas on how to create ambience and community involvement in their hotel.
Our ability to attract new, exciting brands and operators to the Australian market and match them with the owners, is something we are really proud of. Many of these lifestyle brands are incredibly impressed with Australia and are eager to establish a presence here. Our role is to ensure that they understand the particular dynamics of Australia, both culturally and commercially and set all parties up for success.
After starting the business in 2017, I am really excited to be launching this next chapter of Cre8tive with my amazing team, and we’re looking forward to driving hard our role in delivering lifestyle on a global scale.
As part of Cre8tive Hotels & Lifestyle rebrand, this month, Andrew will launch the “Lifestyle Interview Series” - discussions with architects, designers, hotel owners, and other influencers who are shaping the future of lifestyle hotels. The first interview will be with Tracey Wiles, Principal of Woods Bagot and will go live in May. The interviews will be published via Cre8tive’s Youtube Channel here - https://www.youtube.com/@Cre8tiveHL.
In September 2024, Cre8tive Hotels & Lifestyle will take a small group to New York City to cover the newest and best lifestyle hotels in the world, providing a guided tour of successful lifestyle properties. To register interest, head to the Cre8tive website www.cre8tivehl.com.
