Hotel chain Accor will launch its new look premium apartment hotel brand, Sebel, in Melbourne following the signing of an agreement with hotel developer and investor, MAB Corporation (MAB).

The new Sebel hotel will be located in Melbourne’s Docklands waterfront precinct.

The $60 million hotel development on NewQuay’s waterfront promenade is near many of the major corporate institutions and has easy access to the shopping and leisure based attractions in the Docklands.

The hotel has seven levels all with water views across Victoria Harbour. The new build is set among a vibrant selection of restaurants, cafes, bars and has a shopping strip and marina next door.

With 96 self-contained studios, one and two bedroom apartments with private balconies, The Sebel Docklands will be the first new build Sebel hotel in Australia since 2009. The Sebel Docklands will join a network of 16 Sebel hotels and apartments across Accor’s Australia and New Zealand portfolio.

“The arrival of new upscale apartment product will be a key development for Melbourne,” said chief operating officer Accor Pacific, Simon McGrath.

“The growth opportunities for serviced apartments have steadily been on the rise over the last 15 years, and, what is different about Sebel is that it has invested extensively in giving a premium apartment experience to provide guests with the facilities and freedom they desire, particularly for those in the long-stay category.

“The hotel’s launch will cater to a wide range of sectors, but particularly solo business travellers and leisure travel with families and groups who seek an independent and self-sufficient stay. The Sebel brand is highly respected and known throughout Australia and in just a few months this brand will have even greater visibility in the region,” added Mr McGrath.