First, Singapore-based Far East Hospitality ventured into Australian territory to debut the Quincy brand in Melbourne last year.
now, the hospitality company is looking to bring the Aussie way of life
to the Singapore hospitality scene with the launch of two new brands
that hail from Down Under.
Far East Hospitality is leveraging its long-standing joint venture
partnership with Toga Far East Hotels (TFE Hotels) to introduce Vibe
Hotels and Adina in Singapore in the coming months through a rebranding
of the existing The Elizabeth Hotel and the Regency House.
88-key Adina Serviced Apartment Singapore Orchard will open in July
2022, targeting both corporate and leisure travellers looking for
The Vibe Hotel Singapore Orchard, which will be designed with a more
playful approach with spaces and experiences for guests to socialise,
will open in Q4 2022. The 256-room property is meant to cater to
Australians and travellers seeking to immerse in the Aussie way of life.
The introduction of these two Aussie brands will also help carve a
path towards Far East Hospitality's ambition of reaching a target of
25,000 rooms by 2025 worldwide.
"As international borders reopen, Australia is a natural key target
market given that it was amongst Singapore's top five inbound markets
before the pandemic,” said Arthur Kiong, CEO of Far East Hospitality.
return of the Kangaroo route, which refers to the flight paths between
Australia and the UK with stopovers in Singapore, also offers us an
opportunity to not only encourage more stopovers, but to attempt to
lengthen their stay with new experiences."
Antony Ritch, CEO of TFE Hotels, added: "We have always envisioned
and planned for Adina to be a truly global brand, so a move into Asia
really was the next step for us."