Toga Hotels has announced updates to its apartment hotel brands which will see18 Medina Apartment Hotels become Adina Apartment Hotels and 3 remaining apartment hotels become Medina Serviced Apartments.
Effective from 15 January 2013, a revised brand vision will capitalise on continued market demand for quality apartment hotels in city centres along with serviced apartments in regional and suburban locations.
CEO of Toga Hotels Rachel Argaman has announced an update to the strategies of the Adina and Medina brands.
“Toga Hotels is proud to announce an update to the branding strategies for our apartment hotels,” said Rachel Argaman, CEO of Toga Hotels.
“Adina Apartment Hotels will now spearhead our apartment hotel offering; both locally and internationally. 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.”
The expansion of Adina Apartment Hotels will create a cohesive,international apartment hotel platform which will capitalise on the value of global distribution. Additionally, the change will simplify accommodation choice for guests including a shift away from ‘grand’, ‘executive’ and ‘classic’ apartment hotel classifications.
Adina Apartment Hotels is Toga Hotels’ international apartment hotel brand. In 2010, the Adina brand was introduced to the Australian market with the rebadging of Medina on Crown to Adina Apartment Hotel Sydney, Crown Street. Since then, Toga Hotels has embarked on an ambitious growth strategy for the brand within Australia with the announcement of 4 new apartment hotels: Adina Apartment Hotel Norwest (opened August 2012), Adina Apartment Hotel Bondi Beach (opening 2013), Adina Apartment Hotel Mascot (opening 2013) and Adina Apartment Hotel Royal Randwick Racecourse (opening 2014).
Further growth is anticipated for the brand, both within Australia and internationally.
The 3 remaining Medina Apartment Hotels will become Medina Serviced Apartments.