TFE Hotels has officially launched its premium A by Adina brand, with the first property already open and another well on the way.
As TFE Hotels chief executive Antony Ritch explains, the flagship brand’s new story – unveiled on the cusp of Adina Hotels’ 40th birthday with the launch of its first premium address, A by Adina Canberra – purposely side-steps any hotel category currently on the market.
According to Ritch, A by Adina’s brand promise and “sophisticated coming of age” evolved as senior TFE executives saw an opportunity in the market and moved to fill it.
“Traditionally, apartment hotels have been built with a residential feel, but that’s changing,” he said.
“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,” Ritch said.
“And, when you step inside an A by Adina, you’ll find that perfectly suited balance between a hotel and a private apartment. We want the entire experience to be understated, but impactful.”
A by Adina’s bold brand promises are underpinned by three brand pillars – ‘contemporary’ ‘Australian’, ‘detailed simplicity’, and ‘quiet confidence’ – with emotional intelligence the cornerstone of the brand’s service, according to Ritch.
TFE’s chief said the notion of EQ is applied during the A by Adina recruitment and onboarding process, so that hotel teams understand their guests, what motivates them and what they need to have to ensure the best stay possible.
“We do things well, in a subtle but sophisticated way,” he said.
“You’ll see touches of finer detail at every turn and touchpoint. And, for guests, everything will feel intuitively right.”
The A by Adina brand is set to embrace the contemporary Australian feel – from skin and hair care products by Melbourne’s sought-after Hunter Lab, to the sophistication behind the architecture and interior design.
Guests at A by Adina Sydney, the brand’s second hotel scheduled to open at Australia Square in Sydney’s CBD in April, will sample contemporary Australian cuisine, with executive chef Jane Strode at the helm of the hotel’s food and beverage experience.
In an exciting move, A by Adina Sydney has also partnered with some of the city’s most exciting food talents, including legendary restaurateur Maurice Terzini of Bondi Icebergs, and the award-winning Maybe Sammy’s team of Vince Lombardo, Stefano Cantino and Andrea Gualdi.
Each A by Adina hotel will embrace its location and its own identity, but all will have the same service traits.
What’s more, hotel guests have the option to seek a little bit more at A by Adina through the brand’s curated experiences.
All rooms (studios, one or two-bedroom apartments) can be elevated to ‘Destination A’ encounters, providing the highest level of curated guest experience and surprise perks, from complimentary ‘pillow menus’ to movies and classic cocktails served each evening from a vintage drinks trolley in the lobby, delightfully dubbed ‘The Daily Pause’.
TFE chairman Allan Vidor said ‘Destination A’ experiences deliberately formed part of A by Adina’s focus on placemaking and belonging, allowing individual guests to choose the level of interaction, while ensuring all generations, personalities, group size and travel style are catered to.
“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.”