ADINAʼS EVOLUTION

TFE Hotels is ushering in a new era of global casual living with its flagship Adina Hotels brand.

A homegrown success story in every sense, TFE Hotels’ flagship brand, Adina Hotels, has spent the past two decades quietly redefining the way people live, work, and stay when they travel. Now, with an ambitious brand repositioning underway and global expansion plans picking up pace, the Aussie-born apartment hotel brand is really hitting its stride.

In looking back on the brand’s success, TFE Hotels’ Chief Executive Officer, Antony Ritch, says Adina’s 20-year history of delivering hospitality inspired by the Australian lifestyle, has always been about creating liveable spaces and a home away from home.

“As hoteliers, we aim to create relaxed, yet stylish spaces where our guests feel right at home, and that belief has underpinned Adina’s success for the past 20 years,” Ritch said. “As we prepare to evolve the brand and look to the future, we’re equally committed to delivering hotel experiences that reflect how people live today – connected, conscious and design focused.”

ADINA’S PHYSICAL AND PHILOSOPHICAL TRANSFORMATION

Adina’s transformation has been both philosophical and physical. In the last five years, a new generation of Adina Hotels has emerged – including 17 new hotel openings and three full refurbishments across the global network. New Adina hotels in Town Hall Sydney, Melbourne Pentridge, Munich, Düsseldorf, Geneva and more, combine sophisticated interiors, a warm, residential feel and the brand’s easygoing approach to hospitality.

In mid-2024, TFE also embarked on a major repositioning of the Adina master brand and trialled a number of new initiatives in customised guest experiences at pilot properties in Bondi, Brisbane, Vienna, and Wiesbaden to help bring their vision of “casual living” to life.

Travellers crave connection, independence and comfort.

-Geraldine Connell, TFE Hotels

Global Marketing Officer, Katia Giurtalis, says the new Adina repositioning was informed by the fact that travel, no matter how exciting, can be tough without the right creature comforts.

“Whether it’s settling into a new neighbourhood or a desire to whip up a homecooked meal after a big day in a new city, we want to continue to create places where people can live with ease,” she says.

“Today, when you stay at an Adina, our guests have the freedom, comfort and connection to stay their own way – it’s what we call living made easy.”

With customer expectations rising, TFE Hotels is also committed to future-proofing its guest experience through a new Guest Experience Platform – a world class, bespoke technology platform designed to remove friction and drive deeper guest engagement during stays.

“Customer expectations around digital are evolving fast and our Guest Experience Platform will help us not only meet them, but get ahead of them,” says Justin Shumack, TFE Hotels’ Group Product Manager.

With customer orientated and integrated technology guiding the way, and a passionate team in operations to deliver on the new brand promise, Giurtalis says Adina will continue to push the boundaries of what apartment hotels can be, championing award-winning architecture, locally inspired experiences, and a refreshed focus on ESG and sustainability.

“Elevating the Adina brand and hotel experience across our network is our absolute goal - city by city and hotel by hotel,” Giurtalis said. It’s a confident step forward as the brand enters a new phase.

A RENEWED FOCUS ON CONNECTION, INDEPENDENCE, AND COMFORT

Adina Hotels’ guest centric approach to brand reinvention will see TFE officially launch three brand pillars for Adina – Australian Lifestyle; Kitchens to Revolve Around; and Sanctuary of Space – at an Open House industry event at the newly refurbished Adina Town Hall Sydney in August.

We’re committed to delivering hotel experiences that reflect how people live today –connected, conscious and design focused.

-Antony Ritch, TFE Hotels

“Travellers crave connection, independence and comfort,” says TFE Hotels’ Director of Brand, Geraldine Connell. “Accordingly, our project team has worked closely with our operations team to create and showcase welcoming spaces filled with the comforts of home – from thoughtful lighting and design touches to liveable kitchen spaces that invite guests to cook, relax, or work at their own pace.”

There is no doubt this new positioning marks a major shift for the homegrown brand and a fitting reinvention as Adina comes of age. Excitingly, in keeping with the brand’s Australian roots, TFE has also woven a subtle thread of Australian style through the Adina experience, aimed at creating moments of connection to place and neighbourhood.

“From the design of our rooms to the way our teams host, to the familiar embrace of the brand’s signature scent, we want guests to feel our Australian spirit – relaxed, welcoming and unpretentious,” Connell said.

AMBITIOUS GLOBAL EXPANSION PLANS

Since the first Adina opened its doors in 2005, the brand continues to be very well received both at home and on the international stage. Similarly, TFE Hotels’ premium A by Adina brand, which launched in February 2021, is also going from strength to strength. The 120-key A by Adina Vienna Danube made its European debut earlier this year in Austria’s tallest and most prestigious residential building, with more of the brand in the international development pipeline.

“As a global ambassador for Australian hospitality, TFE was excited to take our A by Adina brand offshore for the very first time with the launch of A by Adina Vienna Danube,” Antony Ritch said. “Similarly, our upcoming expansion into the UK – with hotels set to open in Glasgow and Cambridge - marks an exciting chapter for both TFE Hotels and Adina Hotels as we bring our Australian spirit of hospitality to one of the world’s most dynamic travel markets.”

According to Ritch, TFE’s global growth reflects the strength of the Adina brand, TFE’s team, and their commitment to creating exceptional guest experiences, no matter where in the world they operate.