TFE Hotels has this week launched a new premium hotel brand, with A by Adina Canberra now welcoming guests.
As the Adina brand nears its 40th birthday, the new upscale offering is a “sophisticated coming of age” for the brand and aims to fill a gap in the apartment hotel market.
“Traditionally apartment hotels have been built with a residential feel, but that’s changing,” said TFE Hotels CEO Antony Ritch.
“What was missing was the ‘underlying experience’ for those chasing a premium stay – that feeling you get when you stay in a place where people know you and, most importantly, know how you like to stay.
“A by Adina hotels will appeal to those confident travellers who appreciate incredible design and quality of finishes as well as impeccable, personalised hospitality when they receive it.”
The brand’s first property, A by Adina Canberra, is now open with 130 apartments within Capital Property Group’s $300 million mixed-use precinct, Constitution Place.
TFE Hotels will next launch A by Adina Sydney in April 2021, with 194 apartments, onsite bars and restaurants and a 21st floor Sky Lobby. Located in Australia Square in the CBD, the hotel will see executive chef Jane Strode at the helm of the hotel’s food and beverage experiences, alongside a number of the city’s most exciting food talents.
Elevating the brand
The evolution of the A by Adina started in 1982, when Australia’s first Medina serviced apartment opened in Randwick.
Over the next four decades, TFE Hotels launched the Adina brand, which can now be found in more than 36 locations in five countries, with a further 12 properties in the works.
TFE chairman Allan Vidor said this is an exciting time to evolve the Adina brand.
“Our dream is for A by Adina to be a space that feels right to each guest, where you can stay as little or as long as you like. Your way,” he said.
“If you want to grab the key and treat it like a private apartment, that’s absolutely fine, because you’ll have the space and every facility and amenity in your room. But what we’re also offering is seamless hotel living. Anytime, day or night.”
Guests at A by Adina can further elevate their experience with Destination A, an upgrade designed to provide guests with a highly curated, seamless stay.
The hotel’s team of ‘curators’ will take care of everything, from complimentary pillow menus to classic cocktails served each evening from a vintage drinks trolley in the lobby.
“You’ll see touches of finer detail at every turn and touch point,” says Ritch. “And, for guests, everything will feel intuitively right.”