S&S Group launches new luxury holiday brand for the southern Gold Coast

Esprit Holidays introduces the region’s first five-star self-contained accommodation south of Kirra

The southern Gold Coast has welcomed a new era of luxury tourism with the launch of Esprit Holidays, a premium accommodation brand set to redefine the visitor experience at Rainbow Bay.

Created by leading developer S&S Group, Esprit Holidays has officially launched within the company’s newly completed $160 million Esprit residences, introducing what industry leaders describe as the first luxury accommodation offering south of Kirra.

The launch coincided with this year’s Cooly Rocks On festival, placing the new accommodation brand in front of thousands of visitors arriving on the southern Gold Coast, while signalling a broader shift towards premium tourism experiences in one of the city’s most tightly held coastal precincts.

The launch follows the completion of Esprit at 217-227 Boundary Street, a landmark development delivered by Hutchinson Builders and designed by Cottee Parker Architects. The project comprises 94 luxury apartments across two interconnected buildings and represents another milestone in S&S Group’s $1 billion transformation of Rainbow Bay and Coolangatta.

Esprit Holidays offers 32 premium apartments for short-term stays, ranging from spacious two and three-bedroom residences to exclusive boutique apartments within the Little Esprit building.

Esprit Holidays spokesman Scott Carlin said the new brand filled a significant gap in the southern Gold Coast accommodation market.

“Esprit Holidays delivers a completely new level of luxury accommodation for the southern Gold Coast,” Mr Carlin said.

“For many years, visitors wanting a genuine five-star apartment experience have generally needed to stay further north. Esprit changes that by bringing premium, resort-style accommodation to Rainbow Bay while maintaining the relaxed coastal lifestyle that makes this part of the Gold Coast so special.

“Whether guests are visiting for an event like Cooly Rocks On, a surfing holiday or simply a beachfront escape, they’re now able to enjoy spacious apartments together with facilities that rival some of Australia’s leading luxury resorts.”

Experience Gold Coast Head of Visitor Economy and Corporate Relations Rachel Hancock said the launch represented an important addition to the city’s accommodation offering.

“This is the Gold Coast’s first luxury accommodation offering south of Kirra and comes at an exciting time for the southern Gold Coast,” Ms Hancock said.

“Coolangatta continues to record some of the city’s strongest occupancy rates and demand for quality accommodation continues to grow.

“Esprit Holidays provides visitors with another compelling reason to stay longer and explore everything the southern Gold Coast has to offer, while further strengthening the precinct’s reputation as a premium tourism destination.”

Managed in-house by S&S Building Management under the Esprit Holidays brand, the accommodation combines the flexibility of self-contained apartment living with facilities typically found in international five-star resorts.

Guests have access to an extensive rooftop wellness and recreation precinct featuring a 25-metre lap pool, spa, gymnasium, barbecue facilities, private dining space, outdoor cinema lawn, plus a dedicated wellness centre with a cold plunge pool, hot rock and infrared saunas, steam room and thermal room.

The development also introduces a fully digital guest experience, allowing visitors to access the building and their apartments through secure electronic entry, eliminating the need for traditional keys or access fobs.

The completion of Esprit follows the success of S&S Group’s Flow apartments and further cements the developer’s growing presence across Rainbow Bay and Coolangatta as it continues its long-term investment in the southern Gold Coast.