Newly appointed Adina Europe CEO, Simon Betty.

More than 50 new Adina branded hotels are forecasted to appear in key cities across Europe in the coming years, TFE Hotels says, as the company moves to solidify its growth by appointing a new Chief Executive Officer to oversee Adina in the region.

Following a global executive search, the company has recruited Simon Betty to the newly-created role of CEO, Adina Europe. Betty, currently Managing Director of City Quarters and Developments for commercial property developer, Hammerson, will relocate from Dublin to Berlin to take the role, which will begin early next year. Betty brings extensive experience and contacts in commercial investment and finance to the company in 14 years with the company.

As Adina Europe CEO, Betty will spearhead the opening of eight new locations, including Vienna and Geneva, confirmed for the next three years, as well as finalising opportunities for dozens more across the continent in many other new markets and countries.

Adina Apartments Vienna is due to open in coming years.

Betty will drive the Adina Europe Leadership Team, working closely with Director of Development, Matthias Niemeyer, and Director of Operations, Georgios Ganitis, while liaising closely with TFE Hotels Group Chief Operating Officer, Chris Sedgwick.

TFE Hotels Group CEO, Antony Ritch, said Betty was the ideal candidate to lead Adina’s expansion across Europe.

“Europe has an independence in the way it operates within the broader TFE family,” he said.

“And we wanted to recognise the geographical differences the region has and ensure that strategic decisions for our future were embedded in a strong local leadership team.”

Adina Apartment Hotel Geneva is also confirmed to open soon.

Speaking of his new appointment, Betty said he was excited at the future the company held in Europe and was eager to continue the growth of Adina across the continent.

“A key aspect of my role will be to build on its impressive track record and to position Adina Hotels as the operator of choice for developers and owners of hospitality assets,” he said.