Cross Hotels & Resorts has signed a Hotel Management Agreement with Geonet Developments International to open ELLE Resort & Beach Club by Cross Collection in 2028. Set on Seminyak’s beachfront, the property will combine the sophistication of the ELLE brand with Bali’s lively coastal atmosphere.
The resort will feature 170 luxury rooms and suites, along with a signature beach club offering music, fashion, mixology, and cuisine designed for day-to-night experiences.
Harry Thaliwal, CEO of Cross Hotels & Resorts, commented, “This is more than a signing. It’s a celebration of bold partnerships and vision-led hospitality. With Geonet’s investment strength and our lifestyle brand expertise, we are creating an iconic resort and beach club that captures the spirit of ELLE. As we expand across Asia Pacific, we remain focused on delivering owner value, guest delight, and long-term impact. This collaboration embodies our ambition to lead as the region’s most exciting alternative to traditional hotel chains.”
Chad Egan, CEO & Founder of Geonet, added, “We are so excited to bring ELLE into this collaboration — it marks our first project together with the globally iconic brand. This is also our second collaboration with Cross Hotels & Resorts, which reflects the strength of our partnership and our shared commitment to delivering exceptional hospitality assets. Backed by the global reach of Flight Centre Travel Group, Cross brings the operational focus and brand energy we were looking for. Together, we’re creating a bold new beachfront destination that speaks to style, connection, and commercial performance.”
Evan Burns, Country Manager – Indonesia for Cross Hotels & Resorts, added, “ELLE Resort & Beach Club by Cross Collection is a fresh, magnetic addition to Seminyak, delivering the vibrancy of a modern beach club lifestyle with the comfort of a curated resort stay. We’re confident this property will set new benchmarks in Bali’s hospitality scene.”
This latest signing expands Cross Hotels & Resorts’ presence in Indonesia, where it continues to grow its portfolio of lifestyle-focused properties. The group operates six brands – Cross, Cross Vibe, Away, Lumen, Cross Collection, and Kaura – across Thailand, Indonesia, Vietnam, and Japan.
