The Matador Motel are Hall of Fame inductees after winning Motel of The Year at the Victorian Accommodation Awards for excellence three times.
The Matador Motel is located in the heart of Sale, known for creating memorable and comfortable guest experiences, it’s no surprise they won the Motel of the Year category at the Victorian Accommodation Awards for Excellence in 2022, 2023 and 2024.
Family owned and operated, the Australasian Hospitality Group (AHG) is built on the promise of providing the very best regional motel experience in Australia. This promise has rung true since the AHG took over the Matador in 2016. Now one of four locations, each property pushes the boundaries of what is expected from regional accommodation providers.
The AHG proudly note that their difference is their people, every staff member is committed to providing a stay that is easy and effortless, where the customer can refresh and relax. This dedication to service excellence and commitment to understanding what their guests value is what sets The Matador apart.
We spoke to Craig Frith, Operations Manager, to discuss The Matador’s participation in the Victorian Accommodation Awards for Excellence and current regional travel trends and expectations.
What has it meant to your team to win the Motel of the Year award three times and be inducted into the Hall of Fame?
Winning Motel of the Year three times and being inducted into the Hall of Fame has honestly meant the world to our team. It’s not just a trophy on the shelf, it’s a recognition of everything we pour into this place every single day. Our staff work incredibly hard, some of them have been with us for over eight years and this kind of recognition just makes it all feel worth it. It’s a real moment of pride. We’re not a big chain with endless resources, we’re a team that shows up, pays attention to the little things, and genuinely cares about our guests. So to be recognised at this level… it’s huge.
It also pushes us to keep lifting our standards. We don’t want to rest on past wins — we want to keep growing, keep improving, and keep giving our guests something special every time they walk through the door.
More than anything, it’s a reminder of why we do what we do, to create warm, memorable experiences for the people who choose to stay with us. We now get to say we’re a part of the Hall of Fame, which is fantastic.
Why do you think motels are making such a resurgence? Particularly in the Victorian accommodation market.
Motels are making a real comeback in Victoria, and I believe the resurgence is driven by a mix of market changes and how well motels, especially ours, have adapted to meet evolving guest needs. We’ve seen it firsthand. We’ve purchased and rebirthed four motels in regional Victorian towns, all in central CBD locations. After carefully renovating and giving each property a new lease on life, we’ve created spaces that are not only comfortable and stylish, but also positioned perfectly. They are all within walking distance of everything the town has to offer. That convenience and local connection is something guests really value.
There’s also been a noticeable shift in how people view accommodation. While platforms like Airbnb surged for a time, we’re now seeing a plateau— and even a pullback in that market. Guests have grown tired of unpredictable experiences, higher cleaning fees, and the lack of service. In contrast, when they book with us, they know what they’re getting – clean, consistent rooms, a central location, and most importantly, genuine, face-to-face service.
What is the biggest draw card of the Matador? What do guests remember you by?
The biggest draw card of The Matador is that it just feels different. It’s not just a place to sleep, it’s an experience. Guests always comment on the atmosphere. From the Spanish-inspired design to the original features we’ve lovingly restored, there’s a real sense of character. Predominantly we cater for a corporate clientele, however, we didn’t want that bland, corporate look. We’ve kept things like the vaulted ceilings, ornate door handles, the grand staircase, and even had the original cabinetry restored. Then there’s the shield and sword chandeliers, and of course, the big painting of Christopher Columbus in reception. People love it, it’s such a talking point.
But it’s the small things that guests really remember. Chocolates in the room, Australian-made bathroom products, no single-use plastics, and our complimentary breakfast – which we’ve made into something special. It’s continental and has everything; fresh fruit, yoghurt and berries, cold meats, muffins, toast, Nespresso coffee machine – it’s a proper start to the day, not just an afterthought. Our central location in the Sale CBD is a huge bonus too, we’re within walking distance to The Wedge, the Gippsland Art Gallery, Sale Botanic Gardens, Lake Guthridge, and the Port of Sale. Guests love being able to park the car and explore on foot – it makes their stay that much easier and more enjoyable.
Honestly, what sets us apart is our team. We’ve got staff who have been with us for over eight years, and that says a lot. There’s a real sense of pride in what we do, and I think guests feel that the moment they arrive.
They know they’re being looked after by real people who care. The Matador leaves a mark because it’s not just clean and comfortable, it’s full of soul, and that’s what people remember.
Why should we be getting out to Sale? What does your suggested dream day in Sale look like?
Morning
Start with a healthy complimentary continental breakfast at The Matador, then head to the Sale Art Gallery to enjoy contemporary and regional artworks. While you’re there, enjoy a coffee overlooking the Port of Sale.
Midday
Take a scenic stroll around Lake Guthridge and enjoy a picnic in the surrounding parklands. Alternatively, venture out to Golden Beach or Seaspray along the stunning Ninety Mile Beach for some fresh sea air and wide-open coastal views. Or for the wine buffs, take a short drive to Avon Ridge Vineyard for lunch and a tipple.
Afternoon
Explore the historic Sale Botanic Gardens or take a relaxing cruise on the Rubeena from the Port of Sale to the iconic Swing Bridge and back. Knowledgeable locals share stories about the area’s early European settlers and the rich culture of the Gunaikurnai people.
Evening
Dine at one of Sale’s renowned restaurants, then catch a performance at The Wedge Performing Arts Centre which is located across the road from The Matador.
Already started planning your trip to Sale? We know the perfect place to stay…
The Matador
68-78 Raymond Street, Sale
(03) 5144 1422
www.thematador.com.au