Choice Hotels Asia-Pac has welcomed a boutique Tasmania property to its Ascend Collection.
The George Hotel Launceston, completed this year, is set within a National Trust-listed property that dates back to 1847.
Owner-operator, Dale Pentland, who also manages Quality Hotel Colonial Launceston, spent 10 years crafting his vision to create a hotel within Launceston’s Colonial precinct.
Located at 31A Elizabeth Street, the 38-room hotel, which includes self-contained apartments and king suites, blends the city’s colonial heritage with contemporary design.
“We are pleased to be able to bring something different to Launceston with our maximalist interiors juxtaposed against the traditional exterior – which is where our ‘where colonial meets contemporary’ tagline originated from,” Pentland said.
“This property injects a sense of fun setting the tone for our visitors’ Launceston experience.”
Choice Hotels Asia-Pac CEO, Trent Fraser, said The George Hotel Launceston is a “stunning addition” to the city.
“Our goal is to drive awareness of this brilliant new build in Tasmania, promoting it to both corporate and leisure travellers,” Fraser said.
“As part of the Ascend Collection, this property reflects our desire to welcome more boutique hotels that retain their own identity and bespoke experiences guests crave while benefiting from the Choice Hotels’ global reach.
“The response so far has been overwhelmingly positive, particularly in how the building integrates within the local landscape and the exceptional quality of its design. The George Hotel Launceston sets a new benchmark for accommodation and is a much-needed addition for the city that will inspire travellers to visit more often to stay longer.”
Architects at DDA Denman and Associates used traditional red bricks, bluestone foundations and sandstone tones to create a building that reflects the character of the surrounding heritage homes.
Interiors include fluted Tasmanian timbers, rich walnut accents, and custom lighting, with Italian Rosso Levanto marble used for minibars and vanities, and bathrooms adorned with European tiles.
“For the interiors, we worked with Crisp Interior Designs to develop contemporary spaces that celebrate individuality while honouring traditional English Renaissance influences, with a palette of rich wine tones and crisp whites,” Pentland said.
“We are particularly proud to have been able to bring this project to market and to have supported so many local professionals and tradespeople during the course of the build. I am also very pleased to be expanding my portfolio with Choice Hotels.”
The property is supported by energy-efficient systems, double glazing, full insulation, and integrated solar technology.
The hotel also features a fully equipped fitness centre, onsite parking and an EV charging station.