Cool, upscale new hotel is hidden beyond a three-star classic

The hotel

George Hotel Launceston

Check-in

When the Uber pulls up, I wonder if I’m in the right place. The sign reads Quality Hotel Colonial, but I’m looking for the Tasmanian second city’s newest accommodation, George Hotel Launceston. My driver assures me this is it, so I head through the three-star Colonial (housed in a former boys’ grammar school) to find the check-in. At reception, I’m reassured this is the right place. I move from the traditional dark wood and red carpet of the lobby into a modern wing built over the former car park. Both properties sit under the Choice Hotels Asia-Pac umbrella. While the Colonial is a classic, the George has joined the upscale Ascend Hotel Collection, designed to be a standout. Its tagline, “where colonial meets contemporary”, feels accurate the second I step inside my room.

The look

There’s no mistaking that this is something new. Clean lines and a lighter, more playful look with reflective panels and wood-panelled balconies work well alongside the attached, grey facade of the 1847 National Trust–listed building.

The room

Across four floors, the 38 rooms range from king to self-contained suites. Rooms on levels two and three have Juliet balconies, while level-one rooms have a small external space. Everything is designed with maximalism in mind, starting with the bespoke Axminster carpet, a floral masterpiece crafted from 80 per cent wool by Melbourne designer Megan Park. Tasmanian timber-lined walls and furnishings are a necessary anchor to break up the patterns. The bathrooms scream European Renaissance, with marble walls, arched shower screens, brushed gold trims, and patterned floors. It’s loud, perhaps “too busy” for some, but it works because it’s unexpected, like this hotel.

Food + drink

The George lacks its own restaurant, instead offering the Quality Hotel’s standard breakfast buffet downstairs. But with Launceston crowned a UNESCO City of Gastronomy, it would be a missed opportunity not to sample the local fare. Within walking distance is Du Cane Brewery & Dining Hall, which brews on-site and serves fresh pizzas topped with wallaby salami. The space, a former outdoor supplies store, retains its original charm with the old Allgoods sign above the door and hiking packs lining the walls. It’s a favourite for outdoorsy travellers, who can even pick up fishing permits while they’re here. For a caffeine fix, Susie’s Kingsway is a local favourite, just an eight-minute walk away.

Out + about

Everything you want to see, eat, shop and do is either within walking distance or a short drive away. On Saturday mornings, head to the Harvest Market to meet local growers and makers of honey, jams and vinegars, or grab a coffee and pastry and wander as you explore. Stillwater, a restaurant that put this city on the culinary map, is a 20-minute walk, as is the waterfront. From here, you can stroll the Cataract Gorge Reserve, hop on a Tamar Cruise, or join a guided kayak tour. With a car, the Tamar Valley wine region is within easy reach, ideal for tasting pinots at Utzinger Wines or a long lunch at Josef Chromy.

The verdict

First things first: who doesn’t love a hotel room with a bit of personality? Then there’s the balcony, looking out over a patchwork of heritage red rooftops – very cool. And the location is surrounded by cafes and restaurants.

The essentials

From $249 a night for a superior room. Continental breakfast costs $25, full breakfast $30. There is one accessible room. George Hotel Launceston, 31a Elizabeth Street (corner of George and ELizabeth streets), Launceston, Tasmania. Ph 03 6331 6588. See the georgehotel.com.au

Our rating out of five

★★★★

Highlight
A built-in ironing board – why isn’t this universal? The bed is soft in that melt-into-it way.

Lowlight
The breakfast offering is fairly basic, and check-in might throw some people at first. If your Uber driver says this is the place, trust them.

The writer stayed as a guest of Tourism Tasmania.