Exciting News: Marriott’s AC Lifestyle Brand Set to Launch in Gold Coast in 2026!

Marriott Set to Launch AC Hotels in Queensland

Marriott International is bringing its AC Hotels brand to Queensland, marking an exciting first for the region. The former Vibe Gold Coast hotel, recently acquired by KS Hotels and Resorts, will undergo a complete renovation, reopening as the AC Hotel Gold Coast in mid-2026.

Located in the heart of Surfers Paradise, this upscale hotel will boast 202 guest rooms, a stylish all-day dining restaurant, an AC Store, an AC Lounge and bar, a swimming pool, a gym, and a meeting space for 120 people. It’s designed for both business and leisure travelers, focusing on elegant and functional spaces.

Richard Crawford, Marriott’s Vice President of Hotel Development for the region, expressed excitement about this new venture. “Queensland is a market we know well,” he said, highlighting the success of Marriott’s other properties in the area, such as the JW Marriott Gold Coast Resort and Sheraton Grand Mirage Resort.

AC Hotel Gold Coast is set to be the second AC Hotel in Australia, following the Melbourne Southbank installation that opened in 2022. Currently, the AC brand features 235 properties worldwide, with a robust pipeline of over 170 planned for the future.

Recent data shows a growing trend in hotel rebranding. Crawford noted that nearly 40% of Marriott’s hotel signings in 2024 were existing hotels seeking to join their network. This reflects a larger shift in the industry as owners look to leverage Marriott’s global reach to stay competitive.

With plans for 50 hotels across Australia, New Zealand, and the Pacific by 2027, the Gold Coast is poised to play a crucial role in Marriott’s expansion strategy. It’s clear that AC Hotels will cater to the rising demand in the hospitality market, blending modern design with practical amenities.

As travel rebounds, hotels are adapting to new traveler preferences. Recent surveys indicate that guests increasingly prioritize flexible booking options and quality experiences, something Marriott seems keen to offer.

The AC Hotels brand aims to provide a refreshing alternative in the Gold Coast, especially for the 228 million Marriott Bonvoy members seeking a new experience at a varied price point.

This development not only marks a milestone for Marriott but also illustrates the constant evolution in the hospitality industry as it reacts to shifting consumer demands.

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