Jeremy Samuels has been appointed General Manager of Sofitel Adelaide, marking a new chapter in his distinguished career with Accor. He assumed the role in January 2026 and will lead the luxury property’s overall operations, brand positioning, and guest experience strategy in South Australia’s capital.
Samuels brings more than two decades of international hospitality experience, including nearly 14 years with Accor across luxury, upscale, and midscale brands. Prior to this appointment, he served as General Manager of Sofitel Queenstown Hotel & Spa from 2017 to 2025, where the property achieved exceptional industry recognition under his leadership. During his tenure, the hotel received multiple prestigious awards, including New Zealand Hotel of the Year (2021–2024), Australasian Hotel of the Year (2023), and New Zealand Hotel General Manager of the Year (2022), among others.
Earlier in his career, Samuels held senior leadership roles across Australia, New Zealand, and the Maldives. These include General Manager of ibis Adelaide, where the hotel earned multiple national and regional awards for performance and sustainability, Executive Assistant Manager at Mercure Sydney, and Director of Revenue at Sofitel Sydney Wentworth, where he was named Tourism Accommodation Australia Revenue Manager of the Year. His background also includes revenue and operations roles with Hilton Worldwide, IHG Hotels & Resorts, and Marriott International, reflecting a strong foundation in both commercial strategy and hotel operations.
In addition to his executive roles, Samuels served as a Board Member of Destination Queenstown Inc, contributing to destination-level tourism development and stakeholder collaboration.
With deep expertise in luxury hospitality, revenue management, and operational excellence, Jeremy Samuels is well positioned to further strengthen Sofitel Adelaide’s market presence and elevate its guest experience.
Tourism Insights congratulates Jeremy Samuels on his appointment as General Manager of Sofitel Adelaide and wishes him continued success in his new role.
