Dennis Clark MDIA Founder

We specialise in furniture for hotels, motels, serviced apartments, resorts and refurbishments.

Call Dennis Clark now on 0421 384 212 dennis@hotelinteriors.com.au hotelinteriors.com.au • 1300 876 055

Issue 72 | Winter 2020 | AUD $16.50 incl GST | accomnews.com.auThe essential industry guide

Regi

ster

ed b

y A

ust.

Post

Prin

t Pos

t No.

1000

2463

5

City Edge Apartment HotelsService with an Edge®

City Edge Apartment Hotels – Service with an Edge®

City Edge Apartment Hotels have been known for two decades for friendly, efficient reliable and low-cost apartment solutions, servicing the needs of informed and value conscious travellers.

Founded by CEO Peter Cushen and Managing Director Irena Cushen in 2006, City Edge has now grown to over 7 locations in Australia including North Melbourne, Melbourne CBD, East Melbourne, Box Hill, Brisbane CBD, Dandenong Central and South Melbourne.

The driving force behind City Edge Apartment Hotels is a husband and wife duo with an intuition to grasp opportunity when they see it and the business acumen to realize it.

In 2002, Peter and Irena bought

a 20-room motel leasehold in the inner-Melbourne suburb of Brunswick. In 2003 they purchased the Treasury Motor Lodge in East Melbourne. About 200 metres away was City Edge East Melbourne Serviced Apartment Hotel. The City Edge name had obvious potential as a brand name, so that business was acquired too. At that stage, all three leaseholds traded under different names.

The City Edge words and logo were trademarked. The Brunswick motel was sold, and Treasury Motor Lodge was re-branded to City Edge East Melbourne Serviced Apartments. The die was cast, paving the way for an expanding presence in the Melbourne hotel scene. That presence has come a long way, with Peter as CEO and Irena as Managing Director. Expansion began in earnest in 2009, when they opened City

Edge on Elizabeth as a brand new property in Melbourne’s CBD, then added another new build, City Edge North Melbourne, the following year.

In 2015, the Explorers Inn in the Brisbane CBD was purchased and re-branded to City Edge Brisbane Hotel. In the same year, construction of City Edge Box Hill commenced, on a block of land purchased by Peter and Irena some years earlier. A planning permit had been sought and granted for a mixed use development of some 9 storeys, which at the time was one of the tallest buildings in Box Hill. This was the first purpose built City Edge, and it was an execution of the vision of what subsequent City Edges would be.

In 2018 City Edge Dandenong was added to the portfolio,

extending the reach from the CBD to 35 kilometres out to the east. City Edge offers self-contained apartments and hotel rooms featuring:

• Friendly staff with local knowledge

• Fully furnished studio, 1, 2 and 3 bedroom apartments and hotel rooms

• Kitchen/kitchenette

• Laundry facilities (in-apartment or within the property)

• Resident manager and CCTV security

• Secure, fast and efficient online booking

• Strategic and convenient locations

• Free WiFi

The latest and greatest – City Edge South Melbourne Apartment Hotel

Launched late February 2020, City Edge South Melbourne is an apartment hotel without compromise. The hotel comprises 69 4.5 star apartments in varying configurations.

The hotel franchise partners, Ronnie and John, were selected after passing City Edge’s rigorous selection process and immediately proved their worth in trying circumstances.

The hotel was opened just as the Covid-19 pandemic struck. Yet, in true City Edge form, the hotel thrived and turned a profit in only the second full month of trading.

Peter Cushen, CEO and co-founder of the City Edge chain said “the thing that sets City Edge apart from other hotel brands is its ability to adapt to changing economic conditions. We have a track record of finding new markets and revenue streams when the going gets tough. City Edge on Elizabeth was opened during the GFC, and City Edge South Melbourne opened during Covid-19. Our ability to innovate means that all seven of our hotels have remained open – and profitable - during the pandemic, and we are confident of surviving this difficult time.”

The environment and City Edge

Too much carbon in the atmosphere, caused by human activity, is altering the world’s climate.

City Edge has embarked on a program to reduce its carbon footprint, the ultimate aim being carbon neutral. City Edge is committed to the sustainable use of renewable and recyclable energy and consumables and the reduction of waste on an ongoing basis.

The City Edge franchising program

The City Edge franchise program, launched in 2014 after some two years in development, always involves with the selection of a premium location, followed by exhaustive due diligence. Only after a very vigorous process is an agreement to lease executed.

Peter and Irena never sign a lease they would not be prepared to operate under themselves. This approach gives prospective

franchise partners confidence that they are buying into a business with the highest possible prospect of ongoing profitability.

Every time City Edge opens a new hotel, an opportunity presents itself for hands on, motivated individuals who aspire to own and operate an efficient, effective and profitable accommodation business.

Franchise partners are responsible for delivering a pleasurable and rewarding accommodation experience leading to the development of loyalty, referral and repeat business for the City Edge brand.

City Edge believes that the success of the brand lies inherently in a mutually beneficial relationship between the franchisor and franchise partner.

Because of this understanding, the City Edge model has been developed to ensure that its operators achieve their personal and financial goals whilst at the same time, promoting and growing the City Edge brand.

As the franchise partners succeed, the relationship strengthens, and business success is further enhanced.

City Edge on Elizabeth, in the heart of Melbourne’s CBD, is retained under Peter and Irena’s direct ownership. This means they keep some “skin” in the game and use it as a training hotel for new franchise partners. “We are first and foremost hoteliers, and we never want to stray too far from the reason we entered the accommodation industry in the first place, which is being hands on operators, as we expect our franchise partners to be”, says Irena.

City Edge values

Our core values are driven by

a desire to deliver exceptional, efficient and affordable accommodation experiences, and always at the best value, for people traveling for business, leisure or any other purpose.

Loyalty – A dedication to driving loyalty to the City Edge brand at every opportunity.

Guest experience – A devotion to clean, safe and rewarding accommodation experiences for every guest.

Stakeholders – A commitment to ensuring that all stakeholders achieve the best possible return on their investment.

Innovation – A passion for engaging audiences through innovative and empowering online experiences

Why City Edge

• Lots of flexibility – stays from just one night to weeks or months

• Kitchens/kitchenettes with hotplates, microwave, crockery, cutlery and glassware. Laundry facilities with washer/dryer and iron/ironing board enabling guests to save on hotel restaurant bills & laundry costs

• More living space – a whole apartment with separate bedroom/s, bathroom & living areas & many have desks so you can work, rest and play

• Cheaper rates than many traditional hotels of a similar standard/location due to minimal or no servicing – especially when staying medium to longer term

• Freedom to come and go as you please with a relaxing, Comforts of Home® atmosphere – great after a hard day’s work

Trade Marks

City Edge takes great care to protect the reputation of the brand. The City Edge trademarks are:

Registration No. 1203282

The Comforts of Home

Registration No. 1248786

CITY EDGE

Registration No(s). 1251359/1793857

Service with an Edge

Registration No. 1434996

Registration No. 1530352

for savvy travellers

Registration No. 1530462

Go anywhere. Stay here

Registration No. 1841068

City Edge quick facts• The City Edge name has been

in business since 1995

• City Edge has been offering franchises since 2014

• City Edge boasts a loyal customer base (60% repeat)

• Market Segment FIT Travellers (40%)

• Market Segment Corporate Travelled (40%)

• Alliances with Travel Agents and GDS

• Access to Consortias and RFPs

• Centralized PMS, CRS, mail server, website with booking platform

• Central Reservations, Central Support Office, Group Marketing Support

• City Edge enjoys relatively stable occupancy

• City Edge does not suffer from seasonal fluctuations and industry downturns

• City Edge is the first choice for hospitals, groups and savvy corporate travellers

• City Edge leads the way with online technology

• City Edge has superior intellectual property with seven registered trademarks

• City Edge is growing its Average Room Rate, however, we are still significantly better value than most of our main competitors - by up to 15% for comparable accommodation.