24 August 2018

Geocon's Abode Group rebrands as Iconic Hotels to reflect new direction

| Ian Bushnell
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Abode Kingston is to open on 1 September. Photos: Supplied

Independent hotel operator Abode Group has rebranded itself as Iconic Hotels in a restructure it says more closely aligns the company with its future projects.

A division of Geocon – the largest independent construction, development, hotelier and employer in the ACT – Iconic Hotels owns and operates six hotels in Canberra and the surrounding region, and two food and beverage outlets.

Geocon said two more hotels in Canberra’s inner-south and north were due for completion and opening by September 2018 and July 2019 respectively, as well as the development and delivery of West Block – a luxury hotel and hospitality offering, located within the Parliamentary Triangle set to welcome guests by 2020.

West Block in Parkes is due to take its first guests in 2020.

Abode Hotels will still be the flagship four-star hotel portfolio for Iconic Hotels, with the opening of a new 63-room Abode Hotel in Kingston on 1 September 2018, and a 180-room hotel on Northbourne Avenue in Braddon next year.

A 150-room establishment in Belconnen set to open as part of the Republic development in 2020, and two food and beverage outlets, Braddon Merchant and Midnight Bar, will open in Braddon.

Three sites have been secured for a new luxury hotel and hospitality offering, including West Block, the Kingston Arts Precinct, which Geocon is developing, and the proposed five-star hotel in Garema Place in the city.

“As a result of these key property developments, planned brand diversification and hotel portfolio growth forecast for the next five years, a shift in organisational focus and a rebrand to Iconic Hotels was necessary,” a spokesperson said.

Abode Braddon on Northbourne Avenue will open next year.

The rebranding of Abode Group to Iconic Hotels was a ‘natural transition’, with it bringing more high-end establishments in prestigious Canberra sites on line.

Geocon founder Nick Georgalis said Iconic Hotels was setting the pace for hotel development and delivery in the ACT.

“With continued success across our flagship hotel brand, Abode Hotels, we look forward to delivering new hotel and hospitality offerings and unique commercial and retail opportunities to the Canberra community,” he said.

“Our new luxury accommodation brand is an exciting project which will provide an unparalleled luxury experience for guests travelling to Canberra. The brand will respond to market demand and exceed and extend the current market offering.”

The Belconnen hotel, part of Geocon’s huge Republic development, is set to open in 2020.

General manager Rien Donkin said that with new hospitality products and services in the pipeline, “key property developments and hotel portfolio growth forecast for the next five years required a shift in organisational focus and branding”.

“Iconic Hotels speaks to the broader goals and upcoming brand deliverables for the organisation. We are excited for these changes and look forward to continued growth and development within the sector,” he said.

By 2020, Iconic Hotels will manage over 1000 hotel rooms across Canberra and region, complemented by a diverse range of food and beverage offerings.

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I’m not surprised they’ve finally changed the name. Many people thought it was Adobe, and I’ve even heard it pronounced “Arbor Day”.

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