The Golden Guitar isn’t the only thing glittering in Tamworth today – the NSW town synonymous with country music is now also home to a world-class hospitality winner, CH Boutique Hotel & Apartments, Ascend Hotel Collection, which has won 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 1 May 2025.
Best of Choice titles will be awarded each year to hotels that are the best performers in the company’s portfolio and have shown a commitment to providing superior service to guests. 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.
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“It is also a homegrown business success that has brought jobs, tourism, and economic benefits to local communities and the region.”
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 honor to be recognized by our guests as well as the global industry. 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 offer a genuine and personalised service, with an emphasis on comfort and quality sleep. We are different from other hotels because we focus on the food and beverages. Our menus feature New England’s finest produce in a modern Australian style.
“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 has been involved with Choice Hotels Asia Pacific since 1999 when the company started 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 a new reception and 34 rooms to the 29 rooms that were already there in 2018. Then, in 2022 they added 12 more apartments to the existing 29. This brings the total number of rooms to 74.
CH Hotel & Apartments now spans three buildings, with each offering a unique and distinct style accommodation to suit varying traveller preferences.
This heritage building from the 1930s faces Brisbane Street, a vibrant and lively main street. It exudes nostalgia and elegance. The building is also home to our multi-award winning DECO Wine Bar & Restaurant,” Jye explains.
We offer a special executive building for business travelers. 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.”
The apartment complex is ideal for extended stays in the entertainment district of Tamworth, whether you are a family, if you have pets, or if you want to stay for a long time.
CH Boutique Hotel & Apartments is close to shops, cafes, galleries, a cinema and many popular tourist attractions.
