TFE Hotels will expand its Adina and Vibe brands into Asia with the announcement of two new hotels on Singapore’s Orchard Road with joint venture partner and hotel owner, Far East Hospitality.
TFE Hotels CEO, Antony Ritch and Far East Hospitality CEO, Arthur Kiong, made the announcement on stage at AHICE 2022 on Wednesday.
Adina Serviced Apartments Singapore Orchard will open in July 2022, while Vibe Hotel Singapore Orchard – the first Vibe Hotel to open outside of Australia – is expected to launch in the fourth quarter.
“From our initial expansion to Europe and New Zealand, we have always envisioned and planned for Adina to be a truly global brand, so a move into Asia was a natural step for us,” said Ritch.
The 88-key Adina Singapore Orchard Adina features studio, two- and three-bedroom self-contained apartments, as well as a rooftop pool, lounge and gym.
The hotel aims to bring Australian hospitality to corporate expatriates as well as leisure travellers in Singapore.
“The hotel is perfectly located for guest looking to experience the vibrancy of Singapore, or for those visiting family and friends,” Ritch said.
“Our guests will be given personalised service during their stay and a warm welcome with a basket full of Australian goodies including Kettle Chips, T2 Tea; Harvest Box Nuts. They’ll find bathroom amenities by Sydney-based Ink and Water; pantry items including Dimbulah Coffee from the Atherton Tablelands, and food from The Source Bulkfoods, which has its roots in Byron Bay.”
Guests will also be treated to an Australian-inspired playlist and scent in room; flavoured ice blocks on arrival and a map and pushbike to explore the surrounding neighbourhood.
The 256-room Vibe Singapore Orchard will also cater to Australian travellers seeking a taste of home and those interested in the Australian-inspired lifestyle.
“Australian-inspired dining concepts, a mini bar showcasing bespoke Australian products, and Australian amenities will set the tone,” Ritch said.
“Combine this with our high quality, but relaxed and casual style of Australian hospitality and I truly believe it’s the start of a great new chapter for Vibe Hotels.”
TFE will leverage Far East Hospitality’s networks, and platforms when expanding these brands in Asia.
“Traveller expectations have also evolved with many looking for unique and meaningful experiences,” said Kiong.
“Adina and Vibe Hotels will provide an Australian twist to what Singapore, as a destination, has to offer.”