Australia’s International Hotel Group, TFE Hotels, has announced a rapid expansion into Asia with their homegrown brands, Adina and Vibe Hotels, due to open for business in Q3 and Q4 of this year.
TFE Hotels’ CEO, Antony Ritch, said the Sydney-based hotel company was pleased to leverage their long-standing joint venture partnership with Far East Hospitality and bring contemporary Australian hospitality – through the Vibe Hotels and Adina brands – to Singapore.
The 88-key Adina Serviced Apartments Singapore Orchard, slated to open in July 2022, is designed to serve corporate expatriates as well as leisure travellers seeking apartment accommodation with hotel services.
“Adina Singapore Orchard offers seamless connectivity to the city and incredible access to Orchard Road’s famous shopping and dining district, and to the city’s parks, museums and tourist attractions,” Antony Ritch said. “With a rooftop pool, lounge, gym and studio, two- and three-bedroom self-contained apartments on offer, the hotel is perfectly located for guest looking to experience the vibrancy of Singapore, or for those visiting family and friends.”
According to Ritch, there are thoughtful touches during the arrival experience and throughout the stay that really deliver Adina’s Australian style of hospitality.
“Our guests will be given personalized service during their stay and a warm welcome with a basket full of Australian goodies including Kettle Chips, T2 Tea; Harvest Box Nuts,” he said. “They’ll find bathroom amenities by Sydney-based Ink and Water; pantry items including Dimbulah Coffee from the Atherton Tablelands, and food from The Source Bulkfoods, which has its roots in Byron Bay.”
In addition, Adina Singapore Orchard guests will be given special privileges at local stores and restaurants. To make them feel at home, there is an Australian-inspired playlist and scent in the room; flavoured ice blocks on arrival, and pushbikes, complete with a curated map, to explore the surrounding neighbourhood like a local.
“From our initial expansion to Europe and New Zealand, we have always envisioned and planned for Adina to be a truly global brand, so a move into Asia was a natural step for us.”
“With the launch of Quincy Hotel Melbourne last year, we succeeded in bringing the sights and sounds of Southeast Asia to Melbourne,” Ritch said. “And now we look forward to bringing Australian hospitality to Singapore.”
There’s a New Vibe in Singapore:
The 256-room Vibe Hotel Singapore Orchard – the first Vibe Hotel to open outside of Australia – is expected to launch in the back quarter of 2022.
Antony Ritch says the hotel was designed with spaces for guests to socialise freely; a strong calendar of activities and pop-up events, and teams that embody Australian hospitality. Vibe Singapore Orchard will cater to travelers seeking a taste of the contemporary Australian-inspired lifestyle and traveling Aussies wanting a taste of home.
“Australian-inspired dining concepts, a minibar showcasing bespoke Australian products, and Australian amenities will set the tone,” he said. “Combine this with our high quality, but the relaxed and casual style of Australian hospitality and I truly believe it’s the start of a great new chapter for Vibe Hotels.”
TFE Hotels’ joint venture partner and hotel owner, Far East Hospitality, will leverage mutual strengths, networks, and platforms in the partnership as they operate both the Adina and Vibe Hotel properties on Singapore’s famous Orchard Road.
Far East Hospitality’s CEO, Arthur Kiong, said Australia was a natural target market given it was amongst Singapore’s top five inbound markets pre-pandemic.
“Traveller expectations have also evolved with many looking for unique and meaningful experiences,” he said. “Adina and Vibe Hotels will provide an Australian twist to what Singapore, as a destination, has to offer.”
Mr Kiong added that the return of the Kangaroo Route flight paths between Australia and the United Kingdom, with stopovers in Singapore, also provided an opportunity to not only encourage more stopovers but to attempt to lengthen their stay with new experiences.
Exciting New Openings:
Vibe Singapore Orchard and Adina Singapore Orchard are the latest in a swag of openings for both hotel companies.
In Australia, TFE Hotels launched 11 new hotels (1782 keys) and introduced two new brands – A by Adina and Quincy to market over the past two years, with 10 hotels in the development pipeline. In New Zealand, TFE opened the country’s first 5 Green Star Hotel, The Hotel Britomart and the Travelodge Hotel Auckland Wynyard Quarter, with a combined 258 keys. The Australian-based hotel management company also opened six hotels (1035 keys) in Germany including properties in Stuttgart, Munich, Dusseldorf, Cologne, and Wiesbaden, and debuted the Adina in Austria. They have since signed a second Adina property in Austria’s most luxurious residential tower that will open in 2024.
Whilst in Singapore, Far East Hospitality has recently launched The Clan Singapore and Oasia Resort Singapore (515 keys).
Far East Hospitality Holdings Pte Ltd (Far East Hospitality) is an international hospitality owner and operator with a diverse portfolio of 10 unique and complementary brands of hotels, serviced residences, and apartment hotels, including Oasia, Quincy, Rendezvous, Village, Far East Collection, A by Adina, Adina Hotels, Vibe Hotels, Travelodge Hotels and Collection by TFE Hotels.
Far East Hospitality owns more than 10 hospitality assets and operates a combined portfolio of more than 18,000 rooms under its management across over 105 hotels and serviced residences in nine countries – Australia, Austria, Denmark, Germany, Hungary, Japan, Malaysia, New Zealand, and Singapore, with more in its development pipeline. In 2020, the group ranked amongst the top 100 hotel companies by HotelsMag.
Far East Hospitality is a 70-30 joint venture formed in 2013 between Far East Orchard Limited (a listed company under the Far East Organization) and The Straits Trading Company Limited. In the same year, Far East Hospitality, through its wholly-owned subsidiary Far East Hospitality Investments (Australia) Pte Ltd, completed a 50-50 joint venture with Australia’s TOGA Group to form TOGA Far East Hotels (TFE Hotels).
TFE Hotels (TOGA Far East Hotels) is an international hotel group headquartered in Sydney and operating in Australia, New Zealand, Germany, Denmark, Hungary, Austria… and opening in Switzerland in 2023. It has a portfolio of five established hotel brands – Adina Hotels, Vibe Hotels, Travelodge Hotels, Rendezvous Hotels and Collection by TFE Hotels including The Calile Hotel, The Hotel Britomart, Hotel Kurrajong and The Savoy Hotel on Little Collins, and debuted A by Adina and Quincy Hotels in Australia in 2021.