Far East Hospitality imports Aussie brands

SINGAPORE, 19 May 2022: Far East Hospitality, a leading operator of hotels and serviced residences, will introduce Vibe Hotels and Adina to the Singapore market through a long-standing joint venture partnership with TFE Hotels (Toga Far East Hotels).

Introducing the two Australian hospitality brands is part of Far East Hospitality’s endeavour to achieve its operational target of 25,000 rooms by 2025 globally.

Artist’s impression of Vibe Hotel Singapore Orchard – Deluxe Room

“As international borders reopen, Australia is a natural key target market. It was amongst Singapore’s top five inbound markets before the pandemic,” said Far East Hospitality chief executive officer Arthur Kiong. “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 encourage more stopovers and attempt to lengthen their stay with new experiences.”

Kiong added: “The two new brands that we are bringing into Singapore will provide an Australian twist to what Singapore, as a destination, has to offer”.

Despite the Covid-19 pandemic, Far East Hospitality continued to introduce new brand experiences. In 2021, the company launched The Clan Hotel Singapore, catering to guests who seek authentic experience, and Oasia Resort Sentosa for guests who prioritise health and wellness.

Bringing Australian-inspired hospitality to Singapore

Far East Hospitality will leverage a long-standing collaboration with joint venture partner TFE Hotels (Toga Far East Hotels) to introduce Vibe Hotels and Adina brands to Singapore through the rebranding of existing properties, the Elizabeth Hotel and Regency House (serviced residence), respectively.

Adina Serviced Apartment Singapore Orchard targets corporate expatriates as well as leisure travellers seeking transient accommodation. The property is slated to open in July this year with 88 units.

Vibe Hotel Singapore Orchard will offer 256 rooms catering to Australians and travellers seeking a touch of contemporary Australian hospitality. It will be the first Vibe branded property outside of Australia.

Both Far East Hospitality and TFE Hotels will also continue to collaborate in sales and marketing through cross-selling of properties on respective brand websites and cross-promotion of sales campaigns.