Cre8tive’s rebranding emphasizes the goal of expanding Australia’s lifestyle offerings

Hotel development leader Andrew Taylor is making waves in the industry with the launch of his new company, Cre8tive Hotels and Lifestyle. This rebrand marks a strategic shift towards focusing on lifestyle hotels, a segment that Taylor believes is currently underserved in the Australian market.

At a recent event in Sydney, Taylor unveiled the new direction for his company, which will now act as an advisor to owners, developers, and funding partners in the creation of world-class lifestyle hotels. According to Taylor, developers are increasingly seeking greater levels of customization for their projects to better reflect their vision and the surrounding neighborhood.

With a background in law and development for major hotel brands like Mirvac Hotels and Resorts and Starwood, Taylor has a wealth of experience in the industry. In recent years, he has worked closely with international brands such as Standard, Hoxton, and W Hotels to establish a presence in Australia. He was instrumental in bringing the W brand back to the country with the opening of W Brisbane and W Melbourne.

Taylor notes that developers are now more discerning, with a strong interest in creating unique experiences for guests through food and beverage offerings that attract a loyal following. He emphasizes the importance of matching owners with exciting lifestyle brands and operators to ensure success in the Australian market.

As part of the rebrand, Cre8tive Hotels and Lifestyle will launch a “Lifestyle Interview Series” featuring discussions with industry influencers shaping the future of lifestyle hotels. The first interview, with Tracey Wiles of Woods Bagot, will be available on Cre8tive’s Youtube Channel in May.

Looking ahead, Taylor plans to take a small group to New York City in September 2024 to tour the newest and best lifestyle hotels, further expanding his company’s global reach. With a focus on fostering community and delivering unique experiences, Cre8tive Hotels and Lifestyle is poised to make a significant impact on the hospitality industry.

Overall, Andrew Taylor’s dedication to creating innovative lifestyle hotels and his commitment to excellence in the industry make Cre8tive Hotels and Lifestyle a company to watch in the coming years. With a strong team and a clear vision, Taylor is set to continue shaping the future of hospitality in Australia and beyond.