Paradox Hotels & Resorts is making its Australian debut on 1 July 2025 by rebranding one of Sydney’s best-known heritage hotels: the Radisson Blu Plaza. The sandstone icon at 27 O’Connell Street will soon be known as Paradox Sydney.
The rebrand brings a new global player into the Australian luxury market. Known for its design-led properties in Canada, Singapore, China and Thailand, Paradox will now add Sydney’s CBD to its expanding map.
The 364-room hotel isn’t new to transformation. Built in 1856, it’s had several past lives: first as the John Fairfax & Sons building, then the Bank of New South Wales, and since 2000, the Radisson Blu Plaza Hotel. TA Global has owned the building since 1997 and will continue to oversee its evolution under the Paradox banner.
The property will stay open during the rebrand, with a phased refresh planned over coming months to bring it in line with the Paradox aesthetic.
A building with stories to tell
The building’s history reads like a who’s who of Sydney institutions. Now, it’s turning the page once again.
“Since 1856, this landmark building has been shaped by three great custodians: The Sydney Morning Herald, the Bank of New South Wales and Radisson Blu,” Peter Tudehope, General Manager of Paradox Sydney said.
“Today, as Paradox takes the helm, we are excited to write the next vibrant chapter that celebrates its heritage while forging a fresh and inspiring future.”
What’s changing, and what’s not
While the name is changing, many of the hotel’s core features will remain:
- 364 guest rooms and suites
- State-of-the-art meeting and conference spaces
- A wellness centre
- A restaurant and bar offering
The last major refurbishment (a $13.5 million upgrade) was completed in 2015. The upcoming changes will focus on integrating the Paradox brand without disrupting guest experience. No closures or interruptions are expected.
Why trade should take note
Paradox Hotels & Resorts is a relatively young but ambitious hospitality group that positions itself at the intersection of local culture and international design. For agents and wholesalers, this means:
- A globally recognisable name entering the Australian market
- An option that blends business travel functionality with lifestyle-driven appeal
- A familiar property with new marketing potential for clients seeking a fresh take on Sydney stays
Paradox Sydney also gives the brand a central launchpad for further expansion in the region.
Looking ahead
Paradox Hotels & Resorts describes itself as offering “places with soul”. That positioning will be put to the test in Sydney, where competition is fierce and the expectations of international and domestic travellers continue to rise.
While full details of the rebrand’s design or service changes are yet to be revealed, Paradox is expected to lean into experiential travel, curated design, and cultural connection, trends that are increasingly driving high-end bookings.
KARRYON UNPACKS: Paradox’s entry into the Sydney market is a strategic move that places another globally minded player in Australia’s competitive five-star scene. For travel advisors, the sell is simple: a familiar address with a new story to tell, backed by uninterrupted service and refreshed positioning that leans into design, culture and lifestyle-led travel.
