PROMOTION Katia Giurtalis, Allan Vidor, Antony Ritch and Amanda Cottome inspect A by Adina Sydney ahead of its opening
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ome might say that TFE Hotels CEO, Antony Ritch, has had a baptism of fire, with the global pandemic and bushfires taking centre stage since he joined the hotel company in Feb 2019. But Ritch maintains that success in hospitality continues to be 100% underpinned by a genuine passion to look after people, understanding the individual needs of guests and by creating liveable spaces through thoughtful hotel design. It’s this overarching notion that put TFE Hotels on a path to create a flagship brand for the international Adina family. To strengthen and grow their market position in an increasingly competitive marketplace, Ritch said TFE was focused on elevating the customer experience with a new premium offering. Enter A by Adina. An elevated apartment hotel experience that launched onto the Australian market late last month with the opening of A by Adina Canberra. A by Adina Sydney is set to open in quick succession next month. “Different stays shouldn’t need a different hotel each time,” says Ritch. “So, our A by Adinas bring to life the idea of ‘hotel living’ by embracing the duality of a premium hotel stay with the familiarity that comes from an elevated away-from-home experience.” 20 HM The Business of Accommodation
TFE Hotels powered into 2020 with a strong growth pipeline and a determination to future proof its hotel portfolio. Its brand story continues to evolve in 2021.
BY ADINA Design, space, and personalised service all have their role to play. “Guests can expect thoughtful contemporary Australian design, the quiet confidence of intuitive service that make every day a bit more special, details in the detail and, above all, the freedom to stay their own way,” Ritch added.
DETAILED SIMPLICITY: A BY ADINA CANBERRA
A by Adina Canberra, which opened last month, is the centrepiece of Capital Property Group’s eagerly anticipated AUD$300m mixed-use precinct in the nation’s capital – aptly named Constitution Place – and raises the first flag for A by Adina. Guaranteed to win the public vote for comfort, accessibility and detailed simplicity, the 130-key Bates Smart-designed property sets a