Adina parent company rebranded after Singaporean JV
Australia: Toga Hotels, the parent company of Adina Apartment Hotels, has been rebranded as TFE Hotels
The name change is designed to acknowledge the company's recent
joint venture with Singapore-based Far East Hospitality.
The company's 65-strong portfolio includes brands Adina Apartment Hotels, Medina Serviced
Apartments, Rendezvous Hotels (Australia & New Zealand), Vibe
Hotels, Travelodge Hotels and Hotel Kurrajong Canberra.
TFE chief executive Rachel Argaman said: "This rebrand reflects
the combined strength of two well-recognised international
businesses and allows our family of brands to continue to grow in
Australia and overseas. The joint venture is enabling us to expand
our portfolio from 57 to over 65 properties, having already
commenced management and consultancy services to 11 Rendezvous
Hotels (Australia and New Zealand), as well as other new, exciting
openings in the pipeline."
Far East Hospitality chief executive Arthur Kiong said: "There is
a great synergy between both brands - with excellent opportunities
for cross-selling initiatives across all of our geographic
markets," he said. "We look forward to streamlining management and
consultancy services and adding a bit of Singaporean flavour to the
renowned hospitality experience for which TFE Hotels is
known."
Adina Apartment Hotels is a sponsor of the 2014 Serviced Apartment Summit, and its European
director Andrew Hunter will be speaking at the conference.
www.adina.eu