Far East Hospitality to launch Australian hospitality brands Vibe Hotels and Adina in Singapore
By Hailey Yu
/ Edgeprop Singapore |
Lounge area of Adina serviced apartment (Credit: Far East Hospitality)
SINGAPORE (EDGEPROP) - Far East Hospitality, in collaboration with Australian hotel company Toga Far East Hotels (TFE Hotels), is bringing two Australian hospitality brands — Vibe Hotels and Adina — into Singapore. TFE Hotels, the operator of the brands, is a 50:50 joint venture between Far East Hospitality and Australia’s Toga Group.
In a May 18 press release, Far East Hospitality states the move is in line with its efforts to pivot to the Australian market and increase its portfolio to 25,000 rooms worldwide by 2025. It currently owns a portfolio of 18,000 keys across 10 brands including hotels, residences and apartment hotels. “As international borders reopen, Australia is a natural key target market given that it was amongst Singapore’s top five inbound markets before the pandemic,” says Arthur Kiong, CEO of Far East Hospitality.
Kiong adds that the reopening of international borders and the resumption of flight routes between the UK and Australia offers the company an opportunity to target travellers making stopovers in Singapore. “The two new brands that we are bringing into Singapore will provide an Australian twist to what Singapore, as a destination, has to offer,” he adds.
In the coming months, Far East Hospitality will introduce the brands through the rebranding of the company’s existing properties, The Elizabeth Hotel and the Regency House.
The Elizabeth Hotel, located in Mount Elizabeth, will be rebranded as the 256-key Vibe Hotel Singapore Orchard that is scheduled to open in the fourth quarter of this year. The property will cater to those seeking a taste of the contemporary Australian lifestyle. It will be the first Vibe Hotel outside Australia.
Meanwhile, Regency House, located along Penang Road off Orchard Road, will be rebranded as the 88-key Adina Serviced Apartment Singapore Orchard, slated to open in July. The property will target corporate expatriates as well as leisure travellers seeking transient accommodation.
According to Far East Hospitality, its efforts to target the Australian market started in 2021 with the launch of the Quincy brand in Melbourne last year through its partnership with TFE Hotels.
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