TFE Hotels announces expansion into Southeast Asia

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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. 

My Other Address on Orchard Road

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 guests 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 personalised 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 travellers seeking a taste of the contemporary Australian-inspired lifestyle and travelling 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).  

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