Jeremy & Jones - Australian luxury hotel operator

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Introduction

Welcome

J&J began with a shared belief between the two of us: that hotels should feel personal again.

Not overdesigned. Not overcomplicated. Just thoughtful spaces that make people feel something the moment they arrive.

Our journey started in New York, evolved through years spent in Europe, and eventually led us to Byron Bay — where the pace, landscape, and lifestyle helped shape what Jeremy & Jones would become. We were drawn to a quieter kind of luxury: one rooted in warmth, simplicity, beautiful design, and genuine connection to place.

From the beginning, we’ve approached hospitality in a very hands-on way. We care deeply about how a space feels — the atmosphere, the details, the people, the experience guests take with them long after they leave. Every hotel we create is designed to have its own soul and identity, shaped by its surroundings rather than imposed upon them.

Our first hotel, Basq House, was a reflection of that philosophy. Seeing it receive a Michelin Key and become recognised for exceptional guest experience was incredibly meaningful to us — not because of the accolades themselves, but because it confirmed that people are craving hotels that feel more considered, more intimate, and more human.

As we grow, our vision remains the same. We’re building a collection of design-led hotels — from town centre stays to surf lodges and farm retreats — each grounded in character, experience, and a strong sense of place.

Thank you for being here and for following the journey.

Jeremy & David
Founders

Our areas of specialisation

JEREMY & JONES are pioneers in the Independently branded luxury hotel space.

Our services include: –

– Opening and operating iconic new-build hotels

– Repositioning chain branded hotels into iconic brands

– Take over existing independently branded hotels and drive stronger profit and asset value

Always Independent. Always Proper.

Our approach

At the heart of our hotels is a commitment to great placemaking: crafted spaces that awaken the senses, create meaningful moments, and invite genuine human connection.

Our approach values quality over quantity, timeless design over trends, and depth over distraction.

Always proper. Never pretentious.

The brand experience

Independent branding

Independent yet Iconic

What makes an icon? Being unforgettable.

Unlike global “lifestyle” brands chasing scale, J&J cultivates distinctiveness. Each hotel carries its own identity, rhythm, and voice—rooted in place yet aligned in principle.

We don’t manage sameness. We steward difference. We believe independence is not the absence of structure, but the presence of character. That’s why our properties consistently outperform in both guest satisfaction and financial performance: individuality, when executed with precision, is not a risk—it’s a return.

The brand experience

Type of luxury

True Luxury Compounds Quietly

Luxury is no longer about opulence. It’s about presence.

At J&J, we build hotels that get richer with time—emotionally, culturally, and financially. Every element, from material palette to music curation contributes to a layered sense of belonging.

A J&J property doesn’t shout. It resonates.

It’s in the honesty of local stone and timber. The texture of linen and salt air. The subtle choreography between light and silence. And the rare, human moment when a guest feels both seen and at home.

The brand experience

Proper hospitality

A Philosophy of Proper Hospitality

Proper Hospitality — brought to life through intentional architecture and interiors, sensory detail—light, sound, scent, texture—and highly personalised service defined by moments of reveal. We call these Proper Moments.

Proper Hospitality is human. It’s deeply sensory and emotionally intelligent. It’s hospitality you don’t just experience—you feel. That’s why our properties consistently outperform in both guest satisfaction and financial performance: individuality, when executed with precision, is not a risk—it’s a return.

The brand experience

Proper food & beverage

The reality
Costs rise. Expectations rise faster. Margins tighten. Talent is scarce.

For many hotels, F&B becomes risk.

Our position
Not generic outsourcing. Not isolated operations. Clear vision. Strategic partnerships.

Our model
We define the strategy. We embed it in the brand. We partner with exceptional operators to execute at the highest level.

Experience, profit, and asset value — aligned.

Our management model

Every J&J hotel operates on a proven evolutionary model—one designed for agility, culture, and profitability. The system unites creative freedom with commercial precision.

Our approach:
– Drives revenue through direct, brand-led demand generation.
– Reduces waste by leveraging existing assets and adaptive reuse.
– Empowers teams as stewards of culture, not just operators.
– Compounds asset value through timeless design and experiential resonance.

This is hospitality capital reimagined: decentralised, sustainable, and soulful.

Our management model

Our decentralised approach to sales & marketing

All intellectual property sits on-property, as opposed to HQ and belongs to the hotel owner.

Tailored approach adapted to unique needs of each hotel and able to react faster.

Nimble, easier to make changes at hotel level with less bureaucracy.

Autonomy and empowerment, management take more ownership over developing an effective function or process.

Build local capability, local units develop skills to solve functional problems.

Entire S&M budget allocation spent on hotel specific initiatives – delivering more revenue.

Our management model

We generate hotel demand differently

Our management model

Sensible distribution fees

Infographics - sensible distribution diagram

Our management model

Decentralised loyalty – without the points

Legacy points-based models and their oppressive fee structure best serve hotels with a homogenised offering, where loyalty overrides are one of the only point of difference to competitors. If applied to in-demand hotels, their heavy fee structure suppresses hotel profitability.

JEREMY & JONES know how to build your hotels own tribe through storytelling and independent branding.

We’ve built a decentralised approach to loyalty to drive repeat visitation and direct bookings. We make your guests feel like they belong to something worthwhile, a family, a community of like-minded individuals (relevance).

This is not for the masses. It’s personalised and appropriate, and your guests will notice and embrace that.

Our hotels

A growing collection of design-led hotels, each shaped by place, character, and a quieter kind of luxury.

Our hotels

Byron Bay

BASQ House, Byron Bay (open)

Basq House is a 32-room boutique hotel in central Byron Bay. J&J led the concept and positioning from inception, informing the architecture and interiors. Awarded a MICHELIN Key, it ranks at the top of the market for guest satisfaction. Its success is anchored in the ‘house’ model, inspired by small European guesthouses.

Meet our team

Jeremy Holmes and David Jones came together through a shared vision of operating iconic and highly profitable hotels that deliver bona-fide hospitality.

Given the companies decentralised model and organic growth intentions, all hotels under JEREMY & JONES management are guaranteed generous attention from both Jeremy and David.

Our company. Our names. You get us.

Meet our team

Jeremy Holmes

Jeremy is co-founder and director of J&J, and an experienced hotel developer and operator known for creating design-led, guest-centric assets that deliver strong commercial performance.

Methodical and commercially astute, he combines strategic vision with disciplined risk management. With co-founder David Jones, he has spent over a decade developing and operating independently owned hotels through a fully integrated model spanning acquisition, positioning, development, and operations.

Beyond J&J, Jeremy has led the delivery of more than $1 billion in hospitality and mixed-use developments. During his decade as Development Director at KTQ Group, he oversaw major projects from inception to completion, including the award-winning Elements of Byron. He currently leads the $600 million Kirra Point redevelopment on the Southern Gold Coast—a landmark lifestyle precinct integrating an independent hotel with luxury residences, wellness, and curated public spaces.

Meet our team

David Jones

David is co-founder and director of J&J, and a globally experienced hotel operator. He began his career with a business degree and a corporate traineeship across Australia’s three Park Hyatt hotels, before helping pioneer early revenue management practices within Hyatt and IHG in the early 2000s.

His career took him internationally, including leading the opening and stabilisation of The Standard High Line in New York, and supporting a portfolio of landmark hotels including Chateau Marmont and The Mercer. He later opened and operated Papaya Playa Project in Tulum for Design Hotels, before relocating to Berlin to oversee revenue management across the Design Hotel’s global collection.

Returning to Australia in 2013, David joined the opening of Elements of Byron, where he met Jeremy Holmes. Together, they developed a modern alternative to the legacy hotel management model—which is now known as JEREMY & JONES.

Meet our team

Laurent Boutonne

Laurent is J&J’s founding General Manager. He was the clear first choice when it came time to open our first hotel, BASQ House.

Laurent’s signature strength is his calm, considered, and intuitive leadership—something that first stood out during a chance meeting at an industry event many years ago. Meticulous in execution and deeply guest-focused, he helped BASQ House earn a Michelin Key in its first year, while also ranking #1 in market for guest satisfaction.

Classically trained with Firmdale, Laurent has since spent two decades leading some of London and Australia’s finest design-led boutique hotels.

Contact us

For Developers and Hotel Owners
J&J are looking to fill the final few spots in our hotel collection. If you’re a forward thinking developer or owner that aligns with our ethos and operating model, we would like to hear from you. We love getting involed early in the developement journey and have a suite of consulting services available. For a confidential chat please email or call us about your hotel plans. We love talking hotels.

Careers
Interested in joining the growing J&J team – either now or in the future? Let’s start a confidential conversation: [email protected]

Everything Else
Fill out our contact form or email us at: [email protected]

PO Box 1911, Byron Bay NSW 2481

Jeremy and Jones Pty Ltd

ABN 57 636 182 575