Under the agreement Accor will provide the iconic resort and tourist attraction, which is managed by Voyages Indigenous Tourism Australia, a full range of services to complement its the day-to-day operations,

Accor’s priorities are to open up new markets for the resort, boost domestic leisure and conference demand, and help create career opportunities for Indigenous Australians.

Other initiatives under the agreement include:

•  First-ever charter flight from China (in January 2012), with most of the passengers from Guangzhou

•  Major promotion of the resort in emerging Asian markets

•  Opening of a new conference & exhibition centre in August 2012

•  Extensive refurbishment of the hotels, starting with Sails in the Desert Hotel

•  The launch of a new “under the stars” 5-star dining experience, called Tali Wiru

•  Introduction of new activities and experiences

Ayers Rock Resort is the largest integrated resort complex in Australia consisting of five hotels – Sails in the Desert, Desert Gardens Hotel, Outback Pioneer & Lodge, Emu Walk Apartments, and Lost Camel Hotel.  The hotels will retain their names, but will be aligned to corresponding brands in Accor’s portfolio.

The addition of Ayers Rock Resort will boost Accor’s Australian network to over 160 hotels, and add its Northern Territory presence, which currently comprises hotels in Darwin, Katherine and Alice Springs

Accor will also bring to Ayers Rock Resort its comprehensive sales, marketing and distribution network, a significant presence in the resort’s traditional markets, and a leading position in key emerging markets such as China and India.

The hotel group’s large network of hotels and resorts, as well as its loyalty programme, in Australia will boost the resort’s domestic tourism market.

Ayers Rock Resort will also leverage on Accor’s expertise in Indigenous employment. The latterr pioneered Indigenous employment in the Australian hotel industry when it launched its nationwide Indigenous Employment Programme in 2001. In the past decade the company has provided employment opportunities for over 600 Indigenous Australians, providing crucial job training programs.

Koos Klein, Voyages Indigenous Tourism Australia’s managing director (pictured right), said  Accor would play a key role in re-building and growing Ayers Rock Resort’s market both internationally and within Australia.

“Since the Indigenous Land Corporation purchased Ayers Rock Resort earlier this year we have been looking at a comprehensive range of measures to rejuvenate what is one of Australia’s most important tourism assets.”

He added that the company is developing a new vision for the resort, with new directions, new activities, a programme of major refurbishments and upgrades and a far reaching programme to involve far greater numbers of Indigenous Australians at the resort.

Accor Australia vice president, Simon McGrath, said the partnership with Ayers Rock Resort provided the company with an exceptional opportunity to help advance Australia’s tourism industry.

“Ayers Rock Resort is one of Australia’s greatest tourism assets and a fundamental driver for our inbound industry, so it is essential that we reposition the product and attract new markets.”