The Golden Guitar isn’t the only thing glittering in Tamworth these days, with the CH Boutique Hotel & Apartments brining home an International Best of Choice Award.
The coveted award was presented by Choice Hotels International – one of the world’s leading hotel companies, whose network boasts more than 7,500 properties in over 46 countries during a gala event at Mandalay Bay Resort and Casino in Las Vegas on May 1, 2025.
Best of Choice titles are awarded annually to top-performing hotels within the company’s global portfolio that have demonstrated exceptional guest satisfaction and dedication to superior service. The International Best of Choice Award is the highest honour presented, with guest ‘likelihood to recommend’ ratings playing a key role in the judging.
Choice Hotels Asia-Pac CEO Trent Fraser said it was wonderful to have an Australian business recognised on the world stage and that CH Boutique Hotel & Apartments is a worthy winner of the international accolade.
“CH Boutique Hotel & Apartments is a stand-out example of impeccable service and a credit to its management and staff, who have a genuine passion for hospitality and for consistently improving the guest experience,” Trent said.
“It’s also a great homegrown business success story that has brought employment, tourism and economic benefits to the region and local community.”
CH Boutique Hotel & Apartments’ Managing Director and CEO of Central Hospitality Group Jye Segboer said the whole team feels immensely proud to be recognised as ‘the best of the best.’
“It’s an honour to be recognised by both our guests and the global industry for our continued pursuit of excellence. It is a true testament to the dedication of our team members, from our leaders to front office, maintenance, guest services, housekeeping and admin – everyone plays a part in delivering an exceptional guest experience,” he said.
“We aim to provide personalised and genuine service with a strong emphasis on comfort, and quality sleep for our guests. Our focus on food and beverage sets us apart from traditional hotel dining by celebrating the New England region’s magnificent produce within modern Australian cuisine.”
“As cliché as it may sound, we really do aim to provide a home away from home, particularly for our longer-stay guests who are often here for business and staying with us for three or four nights per week.”
Jye’s involvement with Choice Hotels Asia-Pac traces back to 1999, when the company began investing in Flag Hotels. In 2014, Jye and partner Arnold Soriano purchased the historic art deco style Central Hotel (which the ‘CH’ in its current name stands for), transforming it into a beacon of luxury and comfort. They added 34 rooms and a new reception area to the existing 29 rooms in 2018, then a further 12 apartments in 2022, bringing the total offering to 74 rooms as it stands today.
CH Hotel & Apartments now spans three buildings, with each offering a unique and distinct style accommodation to suit varying traveller preferences.
“The circa 1930s heritage building faces onto the vibrant main street (Brisbane Street) and exudes nostalgic charm and elegance. This building also houses our multi-award-winning DECO Wine Bar & Restaurant,” Jye explains.
“For business travellers, we offer a dedicated executive building. While remaining true to the art deco style, this building is equipped with state-of-the-art technology and facilities to meet professional travel needs – whether you’re in town for a conference or corporate meeting.”
“Last but not least, our apartment complex offers spacious apartment living that is perfect for families, pet owners, or anyone looking for an extended stay in the central entertainment precinct of Tamworth.”
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