A gold staircase is a central feature at A by Adina Sydney.

With Australia’s borders open once again and hopes high that tourism will rebound quickly, many hotel groups are investing in soft brands. TFE Hotels Director of Development, John Sutcliffe, shares an insight into the development of boutique and soft brands within the businesses.

During the pandemic, TFE Hotels launched two new brands: A by Adina into Canberra and Sydney, as well as Quincy in Melbourne. Despite the challenges posed by COVID-19, these hotels have been extremely well received, demonstrating strong demand for high-end, genuinely unique hotel brands. 

A by Adina guests curate their stay — using technology and intuitive service to create a seamless, rather than simply transactional, experience which TFE calls Hotel Living. Appealing to business and leisure guests, the Hotel Living concept has been welcomed by the market and attracted the interest from several developers seeking to collaborate with TFE across ANZ. 

In addition to colourful guest rooms, which are maximised for work and play, the F&B at Quincy Melbourne is exceptional — bringing the tastes and flavours of Southeast Asia to Australia. The hand-picked team has created a destination which stands out in a crowded Melbourne market. Hosier Club guests enjoy all day access to The Q Club on level 28 — where refreshments are served all day — as well as a gold card which enables you to order food and drink 24/7 through a unique QR code, and have it delivered to you wherever you are in the hotel.

As the market continues to recover from the impacts of COVID, we have no doubt this segment will be in high demand as guests seek out unique experiences, and quality product. The successful introduction of these two brands really demonstrates TFE’s ability to, firstly, identify market demands, and then successfully launch impactful brands. I’m pleased to say they have attracted the attention of several developers who wish to partner with us as we continue to roll out these brands in carefully selected locations. What can I say? We’re very excited about what lies ahead.

For more, check out the April issue of HM, published next week.