Singapore – Hotel operator Far East Hospitality has announced their shift to the Australian market by bringing its Australian hospitality brands to Singapore. They will be materialised through two Far East brands namely Vibe Hotels and Adina.
The shift aims to achieve Far East Hospitality’s target of 25,000 rooms by 2025 globally. In addition, the operator will be leveraging its long-standing collaboration with joint venture partner TFE Hotels (Toga Far East Hotels). Both parties will tap on mutual strengths, networks and platforms to grow the business, intensify knowledge sharing, and scale up staff training.
In the coming months, Far East Hospitality will be bringing the brands – Vibe Hotels and Adina – to Singapore through the rebranding of existing properties The Elizabeth Hotel and the Regency House serviced residence respectively.
Arthur Kiong, chief executive officer of Far East Hospitality said, “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. The return of the Kangaroo route, which refers to the flight paths between Australia and the United Kingdom 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.”
He also added, “Traveller expectations have also evolved, with many looking for unique and meaningful experiences. The two new brands that we are bringing into Singapore will provide an Australian twist to what Singapore, as a destination, has to offer.”
Meanwhile, Antony Ritch, chief executive officer at TFE Hotels, commented, “With the launch of Quincy Hotel Melbourne last year, TFE has succeeded in bringing the sights and sounds of Southeast Asia to Melbourne and now looked forward to bringing a touch of contemporary Australian hospitality to Singapore across both Adina and Vibe Hotels.”
He added, “Vibe Singapore is the first of the brand outside of Australia. And with Australian-inspired dining concepts, a mini bar and amenities to set the tone and our relaxed and casual style of Australian hospitality, I believe it’s the start of a new chapter for Vibe Hotels.”
Both Far East Hospitality and TFE Hotels will also continue to collaborate in the areas of sales and marketing through cross-selling of properties on respective brand websites and cross-promotion of sales campaigns.