Accor has recorded its best-ever performance for AFL Gather Round, with all nine of its Adelaide CBD hotels fully booked for the 10–13 April event. This milestone confirms April as one of the strongest months on record for the Group in the South Australian capital.
As the largest hotel operator in Adelaide, Accor’s presence includes renowned brands such as Sofitel, Pullman, MGallery, Peppers, Novotel, Mantra, BreakFree and ibis. The surge in bookings for Gather Round reflects the ongoing strength of major events in driving visitation to the state.
Events fuel Adelaide’s tourism economy
This bumper performance follows a strong run of high-impact events for South Australia, including Santos Tour Down Under in January and LIV Golf Adelaide in February. The AFL Gather Round has added another powerful boost, drawing thousands of fans, media and visitors to the city.
Adrian Williams, Chief Operating Officer for Accor’s Premium, Midscale & Economy division in the Pacific, said that major events are among the most effective drivers of tourism and economic growth.
“Events like the AFL Gather Round give people a great reason to travel to Adelaide and its surrounding regions,” said Williams.
“They generate energy, create jobs and deliver lasting benefits for our communities. This is tourism at its most impactful.”
Creating unforgettable stays
In celebration of the AFL partnership, ALL.com – Accor’s lifestyle loyalty program – ran a national promotion for a ‘suite AFL weekend’. The winner will enjoy a two-night stay at Peppers Waymouth Adelaide, where a five-star suite has been decked out in their team’s colours for a once-in-a-lifetime footy experience.
Williams praised his team’s dedication and creativity during this peak period, saying, “Our hotel teams have embraced the spirit of the event with themed activations and a warm welcome for guests. That energy is infectious and elevates the guest experience across the city.”
Strong outlook for 2025
With the AFL Gather Round coinciding with school holidays and a packed events calendar, Accor anticipates strong ongoing performance through the second quarter of the year.
“The momentum we’re seeing in Adelaide right now is testament to the extraordinary power of events to unite people and drive travel,” said Williams.
Government support makes a difference
South Australia’s Minister for Tourism, Zoe Bettison, acknowledged the commercial impact of the AFL weekend, saying, “The footy fanatics may be excited, but it is our hoteliers and hospitality owners who are the real winners this weekend,” she said.
“What this translates to is not only full hotels, but an electric city atmosphere, packed restaurants, and thousands of visitors discovering why South Australia is the events destination of the nation.”
