Announced today, the Mitchell family—Phill, Anna, Chris, and Sigrid—are transforming the Alluna Motel in Armidale into a stylish mid-century modern retreat, set to reopen in mid-2025 as part of Choice Hotels’ Ascend Hotel Collection.
Located near New England’s renewable energy zones, the property will serve both corporate and leisure travellers.
Extensive renovations are set to commence early next year, with the intention of re-opening mid-2025 as part of Choice Hotels’ upscale Ascend Hotel Collection, a selection of soft-branded independent boutique, historic and resort hotels.
The renovations will introduce a wellness centre, bathhouse, and redesigned rooms with curated vintage elements, offering both locals and visitors a unique relaxation experience.
“We’re excited to bring something new and fresh to Armidale. We want to create an experience, so people leave feeling like they want to come back. There’s nothing like the wellness centre and bathhouse and it will give locals and visitors a new way to unwind,” says Phill Mitchell.
Trent Fraser, CEO of Choice Hotels Asia-Pac, adds, “The Mitchells’ return highlights the strength of our franchise model, helping businesses thrive in the evolving hospitality market.”
