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.

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