SilverNeedle Hotels

What It Is

SilverNeedle Hotels (operating as SilverNeedle Hospitality) is an Asia-Pacific hospitality company that manages and soft-brands boutique and independent hotels. Its portfolio spans multiple brand tiers — including the SilverNeedle Collection, NEXT Hotels, Chifley, Country Comfort, Australis, and Sundowner — across more than 60 locations in the Asia-Pacific region.

Who It Serves and How to Connect

SilverNeedle is tailored for independent boutique hotel owners who want access to professional sales, marketing, GDS distribution, and operational support without full brand conversion. Member properties gain access to SilverNeedle's GDS code ('SD'), global sales network, and booking engine platforms. Hotels can choose from a range of services from pre-opening support to ongoing management, making it a flexible solution for independent operators.

Specialty and Region

SilverNeedle specializes in the Asia-Pacific market, with a focus on boutique and lifestyle properties in Australia and across the broader region. Its soft-brand model makes it particularly attractive for independently owned hotels seeking enhanced global distribution — especially GDS reach — while retaining their own identity and branding.