Melbourne, October 6 – Leading hotel group Choice Hotels Asia-Pac has expanded its portfolio with The George Hotel Launceston, an Ascend Collection Hotel – a stunning boutique hotel in Launceston, Tasmania, that seamlessly blends the city’s colonial heritage with contemporary design. Set within a National Trust-listed property dating back to 1847, The George offers a luxurious experience across four storeys and 38 thoughtfully designed rooms, including self contained apartments and king suites. Its prime location near the CBD places guests within easy reach of iconic attractions like Cataract Gorge, Seaport precinct, UTAS Stadium, and City Park, making it the perfect base for both leisure and corporate travellers. Owned and operated by Dale Pentland, who also manages Quality Hotel Colonial Launceston, the project is the result of a decade-long vision to create a standout hotel within Launceston’s Colonial precinct.
“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. We worked with architects at DDA Denman & Associates and used traditional red bricks, bluestone foundations and sandstone tones, to create a building that reflects the character of the surrounding heritage homes while seamlessly fitting into the streetscape.
“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.
“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 George Hotel Launceston masterfully blends timeless luxury with thoughtful sustainability. Interiors feature fluted Tasmanian timbers, rich walnut accents, and custom lighting designed for comfort and ambience. Italian Rosso Levanto marble elevates minibars and vanities, while bathrooms are adorned with European tiles, brushed gold trims, and arched shower screens. Guests are treated to Luxe linen, gold-thread curtains, leather furnishings, and pillowtop beds – every detail curated to enhance the guest experience. A standout design element is the bespoke 80% wool Axminster carpet, created by Melbourne designer Megan Park, which reflects the hotel’s refined aesthetic and ecoconscious values. The property is supported by energy-efficient systems, double glazing, full insulation, and integrated solar technology, delivering a stay that’s as responsible as it is refined. Guests can also enjoy modern conveniences including complimentary Wi-Fi, smart TVs, a fully equipped fitness centre and room service. Additional amenities such as onsite parking, elevators, and an EV charging station ensure a seamless experience for all travellers. The hotel is a short drive from Launceston Airport and offers easy access to Tasmania’s famous Tamar Valley wine region.
Choice Hotels Asia-Pac CEO Trent Fraser said “The George Hotel Launceston is a stunning addition to the city that continues to grow.
“Our goal is to drive awareness of this brilliant new build in Tasmania, promoting it to both corporate and leisure travellers. 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.”
The hotel also joins the Choice Privileges program, Choice Hotels’ award-winning travel rewards program, where members can earn and redeem points for reward nights at properties across more than 7,000 Choice-branded hotels, spanning a diverse portfolio of brands in 46 countries and territories.
The George Hotel Launceston, an Ascend Collection Hotel is located at 31A Elizabeth Street, Cnr George & Elizabeth Street, Launceston, TAS, 7250, AU.
For booking details or for more information, visit choicehotels.com.au.