By JAMES WILKINSON
Toga Hotels is set to transfer 18 Medina properties to its premium Adina label, boosting what is fast becoming one of Australia’s most popular apartment hotel brands.
The company’s CEO, Rachel Argaman, said the changes would be effective from January 15, 2013 all but three Medina hotels would be re-branded.
“Adina Apartment Hotels will now spearhead our apartment hotel offering; both locally and internationally,” she said. “All Adina Apartment Hotels will be synonymous with style, space and service.
“Toga’s 30 year strong Medina brand will remain fundamental to our business and its signature will be refocused towards classic serviced apartments as Medina Serviced Apartments.
“I am confident that our guests, clients and stakeholders will embrace our brand vision and that Toga Hotels will continue to thrive, both locally and abroad, well into the future.”
She said the changes were in-line with a new branding for the company and would mark a shift away from ‘grand’, ‘executive’ and ‘classic’ apartment hotel classifications.
Argaman said the three remaining Medina Apartment Hotels would become Medina Serviced Apartments and that was “intended to accurately reflect the point of difference in accommodation and services offered at these properties”.
Going forward, she told HM all new urban apartment hotels and those in iconic regional destinations would fall under the Adina brand, while the Medina Serviced Apartments label would be used for regional properties.
Argaman said “soon to be announced additions to the Medina Serviced Apartments portfolio will capitalise on the current demand for serviced apartments in suburban and regional locations”.
She also confirmed the Toga Hotels is “exploring a strong pipeline of future opportunities in the market”.