At least one expert believes a revamp could not have come at a better time.

“While it’s still on the bucket list for some, I think that position has been eroded over time and it’s really up to the current team to showcase the hotel in a different light,” Griffith Business Lab director Graeme Hughes said.

“We’ve seen celebrities, including Beyonce and J.Lo, come through but as of late we’ve seen A-listers choose to stay elsewhere, so I think the revamp is a good thing.”

Clarke, who visited for his honeymoon in 2018 and predicted he would move from Canada to work at the hotel, has had various experiences rebranding hotels in the UK and Canada.

He said this transition was smooth, the changes to the property and website kept subtle.

“People will still be able to listen to our pianist and experience the buffet on a Saturday night,” he said.

“Apart from a few changes here and there, I think our guests will be pleased it will still feel and look very similar.

“We’re mindful of not forgetting the history of the hotel and preserving the furnishings and cutlery ... we contacted future guests to inform them of the name changing but reassured them the service standards will be the same,” he said.

“I think there’s a level of excitement.”

Hughes said there was an increasingly competitive space in the hotel industry on the Gold Coast, with The Langham opening last year and the announcement of The Ritz-Carlton to open in 2026.

“The timing of the rebranding is important and quite positive,” Hughes said.

“As long as they remain consistent in their offerings, packaged in a different light and showcasing the location with walkthroughs and social media forms, it will bring an element of intrigue from new and old patrons.

“They have a moment of time to capture the audience and demonstrate what they do best before the Ritz-Carlton lands.”