New Zealand’s CPG Hotels Launches Boutique ‘Fable’ Branding

Main Photo: One of just 10 rooms at the Hotel Fitzroy curated by Fable

Date: July 2020

Location: New Zealand – North and South Islands

Name: Fable Hotels & Resorts – Hotel Fitzroy Curated by Fable in Auckland and the 50-room Fable Dunedin on New Zealand’s South Island

No. of Keys: 10 & 50

Seller: The Fable Dunedin was a hotel, the company refurbished. The Hotel Fitzroy was a residential house.

Buyer: A new boutique collection of five-star hotels has been launched in New Zealand by privately-owned accommodation operator, CPG Hotels, amid plans for the new label to grow to eight locations in the next two years.

The brand, known as ‘Fable Hotels & Resorts’ has kicked off with an initial two properties in the form of the 10-room Hotel Fitzroy Curated by Fable in Auckland and the 50-room Fable Dunedin on New Zealand’s South Island.

Fable Dunedin will occupy a four-storey heritage-listed hotel, originally built in 1862, with each room featuring specially-commissioned tartan blankets to pay homage to the building’s original Scottish heritage.

A further six properties across the country are in the middle of being refurbished and will soon relaunch under the Fable brand.

As part of the label, two sub-brands have been launched in an effort to further differentiate properties. The ‘Curated by Fable’ sub-brand aims to create a highly individualised experience loaded with personal touches such as dedicated host service and tailored activities to ensure guests have the best experience of New Zealand attuned to their tastes.

The second sub-brand, known as ‘Stay by Fable’, brings attention to unique interior designs and customised interpretations of luxury, with urban and youthful public spaces and a low-touch, highly-digital tech-based experience for guests.

CPG Hotels Director of Sales and Marketing, Lisa Breckon, said Fable was about creating something really special. “For our customers, one size most definitely does not fit all, so we also want to create space within Fable’s offering to cater to different people wanting differently balanced experiences as guests,” she said.

Key Fable staff members will also include Group Executive Chef, Jinu Abraham, who will design menus for each property based on local inspiration, whole foods and sustainable produce grown and raised locally.

“Fable is not just a hotel brand, it’s a passion for excellence and a thirst to seek out the interesting,” Breckon added. “We aim to bring that attitude through in STAY and Curated properties as well.”

Hotel Fitzroy will open in Auckland’s Ponsonby-Grey Lynn precinct at the end of August 2020, while no opening date has been set as yet for Fable Dunedin.

THPT Comment: A refreshing boutique hotel collections hits the NZ market…

First Seen: Hotel Management Australia

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