Alex Schumann regards his arrival as Majestic Hotels & Apartments’ new Group General Manager as the best check-in he has ever made.

Majestic champions everything South Australian across six contrasting yet complementary properties – four in North Adelaide, one in the CBD and one in Port Augusta.

“We’ve got six properties and they’re all unique, all with their unique selling points. You’re not going to get the same room at each property,” Alex said. “It’s an ideal mix for people looking for different types of accommodation — and that’s Majestic Hotels & Apartments’ strength.”

The family-owned group was established by John Culshaw in 1986. Today it has 422 rooms and employs more than 200 people.

Under the leadership of John’s daughter and current CEO, Hannah

Culshaw, Majestic continues her father’s entrepreneurial legacy while embracing innovation, sustainability, and a renewed focus on people and culture.

Growing up with parents who managed hotels, Alex reflects that hospitality has always been part of his DNA.

“That’s why Majestic’s family foundations strike such a chord with me. There’s a genuine care here, for our people, our guests, and for South Australia. It mirrors my own background and what draws me to this industry.”

The group’s most recent bold step came in 2021 with the opening of Majestic M Suites, a 91-suite luxury property in North Adelaide that quickly rose to become Adelaide’s top-rated hotel on TripAdvisor.

“M Suites was a big commitment from the family,” Alex said. “Its opulent design has set the benchmark for apartment-style accommodation in Adelaide. We’re incredibly proud of our properties and are now focused on streamlining operations, strengthening our brand, and deepening our ties with industry partners.”

Accommodation Australia

Central to that goal is Majestic’s membership with Accommodation Australia.

“We’re a smaller independent operation and to compete in this market, having strong industry partners who can assist us is important.

“The support we have received has been excellent. We’ve been able to call on Accommodation Australia for a number of issues.

“There are key challenges that our industry faces, and Accommodation Australia and the Australian Hotels.

Accommodation Australia is a division of the AHA. As the nation's peak accommodation body, it represents accommodation providers across Australia, providing essential services to members, advocating on issues and connecting industry and government leaders . www.accommodationaustralia.org

Association are our collective voices to government and other bodies to make sure the things we need are getting done.

“The partnership is incredibly important to us.”

One of those challenges, Alex notes, is ensuring a level playing field across the accommodation sector.

“Airbnb continues to be a challenge, especially for us with several apartment-style properties,” he said. “We operate under strict regulations and employ hundreds challenge today, Alex says, is the cost of doing business.

“Operating costs are rising while our guests’ budgets are also under pressure,” he said. “We want to keep investing in South Australia, but in the current climate, you have to be smart in the way you operate.”

Rising energy prices remain one of the largest imposts — something the Culshaw family anticipated when building M Suites.

“They designed it with sustainability at the forefront — not just to reduce

“Our linen costs alone have nearly doubled since pre-COVID because of energy costs passed on by our suppliers. There’s only so much you can increase prices before it impacts guests, so we’re focusing on efficiencies and smarter uses of technologies to offset those pressures.”

Vision And Confidence

The Culshaw family has certainly been visionary in South Australia. In 1998, the Old Lion Apartments were transformed into the first serviced apartments in the state. The group then added Tynte Street Apartments the following year and Port Augusta’s Oasis Apartments in 2003, before boldly staking its future on the 120-room Majestic Roof Garden Hotel in Frome Street in 2004.

“That was their first move into the hotel market and the biggest jump,” Alex said. “But I think the real force at the time was the confidence in the Adelaide hotel market and that has been consistent all the way through.

“It’s important to the owners that they personally oversee the construction of each property. Every project reflects their careful thought, time, and dedication — with an exceptional level of care evident in every detail.”

“That is evident with the Majestic Roof Garden Hotel. At the time, there were no properties that had a roof garden function space and bar area, and now it’s a common feature you see.”

The Culshaw family continued to be bold, daring and innovative by adding the Minima in Melbourne Street in 2008.

“It was ahead of its time offering affordable and minimal-style accommodation for people looking for a convenient location but with no-fuss hotel facilities.

“Each room showcases locally sourced artwork celebrating South Australia, complemented by the vibrant façade mural The Native Fruits of South Australia by a local artist”.

In 2021, the family strengthened their commitment to the 5006 postcode with the launch of Majestic M Suites — a property that exemplifies sophistication, comfort, and timeless design, truly living up to its name.

“Clearly, we’ve got a good understanding of the North Adelaide area and we think it’s an appealing location for both interstate and intrastate visitors alike.

“Whether visiting events or going to the Adelaide Oval, it’s just a short walk from our properties.

“Ideally located just beyond the CBD, the property takes full advantage of its spacious setting and the charm of its rose-lined streets.”

“Across nearly three decades, the Culshaw family’s bold and considered investments have helped shape the landscape of South Australian accommodation — a legacy Majestic Hotels & Apartments continues to build on today.”

Plans for LIV Golf to move its Adelaide tournament to North Adelaide in 2028 will prove a further boon for the Majestic Hotels & Apartments.

“We’ve got a government that is actively supporting the tourism and hospitality industry, which is very refreshing.

“Being able to bring in key events like Gather Round, LIV Golf and the return of the Adelaide 500 is very important.

“It really helps us fill out the calendar across the year.

“We rely on big events to bring large numbers of people to SA at one time, but it’s also about what happens in between, which is just as important.

“Peaks and troughs are something our industry has always had to deal with but it’s becoming steadier now. It’s a fantastic time for our state.”

This was a rollercoaster Alex learned to negotiate when aged just 23, he decided to return to Kingscote after buying into the Kangaroo Island Seaside Inn with his father.

“It was one of the best decisions I ever made. It was very successful and my first step into the accommodation industry.

“One part of that learning experience was getting an appreciation for the barrier that access plays for a location like Kangaroo Island.

“Getting people to the island in an affordable way was a large barrier and I think that probably filters through to Adelaide and the SA market as well.

“We are seeing more flights coming into SA now which is fantastic for our state and our industry. Without quality access, it’s more difficult for people to visit our city and regional attractions.”

What makes Majestic Hotel & Apartments unique is that it is family owned and operated — driven by a commitment to exceptional customer experiences, thoughtful design, and a supportive work environment. Backed by a passionate family, every detail is handled with genuine care and attention across all aspects of the business.

Looking Ahead

Alex is energised by the future of South Australian tourism and the opportunities for growth across the Majestic Hotels & Apartments portfolio.

“South Australia is on the rise,” he said. “There’s a renewed energy across the state from world-class events and government investment to the growing pride of South Australians themselves. It’s giving businesses like ours the confidence to keep investing, to innovate, and to help shape the bright future of South Australia.”