Published on : Tuesday, September 16, 2014
With four properties under its management rights belt and number in the pipeline, the Asia Pacific arm of The Holiday Club (THC) has launched ULTIQA Resorts as part of an intensified growth phase throughout Australia.
With its regional head office based on the Gold Coast, THC Pacific is part of the South African-based The Holiday Club formed in the early ‘80s with over 100,000 timeshare members who can access over 4500 resorts around the world.
The Pacific subsidiary, headed by Managing Director, Mark Henry entered the management rights business in 2010 following the acquisition of the beachfront 5-star Air on Broadbeach (left) on Queensland’s Gold Coast.
The purchase was followed by a further three acquisitions comprising the canal-front 230 apartment Freshwater Point Resort in Broadbeach’s convention and entertainment precinct; Brisbane CBD boutique hotel, Rothbury on Ann (59 apartments) and Shearwater Resort (62 apartments) at Kings Beach on Queensland’s Sunshine Coast, acquired in April 2014.
All resorts are being rebranded to ULTIQA, a name that was derived from ‘ultra-modern, boutique apartments’ to reflect the brand offering of leisure, business and conferencing options.“We plan to continue to focus on growth through the acquisition of new properties each year while also broadening our reach to business and conferencing guests through improved online marketing channels and maintaining our existing business channels,” Mr Henry said.
“By establishing the ULTIQA brand, we are creating an identity that is both aspirational and attainable and a name that is synonymous with consistent quality, desirable locations and most importantly, lifelong memories.“We are extremely excited about the future of the ULTIQA brand and will continue to actively seek opportunistic accommodation management rights purchases and management contracts of product that meets our brand offering and promise to business and leisure markets,” Mr Henry added.
ULTIQA Resorts has embarked on a strategic sales and marketing campaign to introduce the brand, which includes partnering with popular 4 Ingredients author and founder, Kim McCosker who is currently launching her new Cook 4 A Cure recipe book with proceeds raised donated to the National Breast Cancer Foundation.