An artist impression of the new Atura hotel in Blacktown, NSW. Picture: Supplied Source: Supplied A NEW hotel brand launching in Australia this week will offer families and business travellers a value designer accommodation option in urban and industrial areas.
Atura Blacktown, in Sydney's western suburbs, will be the first hotel in the group to open on Tuesday, with up to six more properties to follow around the country in the next two years.
The hotels will be owned and managed by Amalgamated Holdings Limited - the same group behind the innovative QT Hotels and Resorts, Art Series Hotels, Rydges Hotels, Event Cinemas and Moonlight Cinemas.
Just off the M4 motorway, Atura Blacktown is close to several Business Park precincts and the new Wet & Wild Water Park, opening in December.
It is on the same property as the Blacktown Drive-In cinema, which is also being revamped with a Happy Days-style diner, next to the 110-year-old Royal Cricketers Arms Hotel.
"The real point of difference is this style of hotel going into this sort of location," Atura Hotels and Resorts director of operations and development Geoffrey York said.
"It's a real departure from anything being done in industrial precincts.
"There's lots of little quality touches that you don't usually get in the mid-market range."
These include free Wi-Fi, free in-room movies, a business centre with Apple iMacs, coffee pod machines in every room and Malin+Goetz toiletries, which are also offered in business class on Qantas flights.
The Palm Springs-style pool behind the drive-in screen at the Blacktown Atura. Picture: Supplied Source: News Limited The open-plan lobby area at the Atura Blacktown has a pool table, bar and restaurant with an open kitchen.
A wall of floor-to-ceiling glass doors opens on to a Palm Springs-style pool with a barbecue area.
The 122-room, L-shaped hotel is decorated with bright, contemporary furniture and has an urban, industrial feel with exposed concrete ceilings and walls and exposed air vents.
Every room has a kitchenette with a microwave and a fridge, an ensuite bathroom, king bed, sofa bed and a desk.
Interconnecting rooms are available for families and seven rooms are wheelchair accessible.
There is also a small retail area near reception where guests can buy such things as microwave meals, toothpaste and sunscreen, a gym and
on-site parking.
Atura Blacktown has a $145 a night opening special for stays until December 15.
Prices will be from $175 a night thereafter.
Ph (02) 9421 0000 or see aturablacktown.com.au
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An artist impression of the Atura hotel in Blacktown, NSW. Picture: Supplied Source: Supplied 
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