Exclusive: TFE’s Hotel Living concept arouses the interest of promoters

With Australia’s borders reopening and hopes for tourism to rebound quickly, many hotel groups are investing in soft brands. TFE Hotels Development Director John Sutcliffe shares insight into the development of boutique and soft brands within businesses.

During the pandemic, TFE Hotels launched two new brands: A by Adina in Canberra and Sydney, and Quincy in Melbourne. Despite the challenges posed by COVID-19, these hotels have been extremely well received, demonstrating strong demand for upscale and truly unique hotel brands.

A by Adina customers organize their stay using technology and intuitive service to create a seamless, rather than merely transactional, experience that TFE calls Hotel Living. Attracting both business and leisure travellers, the Hotel Living concept has been well received by the market and has attracted interest from several developers looking to collaborate with TFE across ANZ.

In addition to the colorful rooms, which are maximized for work and play, Quincy Melbourne’s F&B is exceptional – bringing the tastes and flavors of Southeast Asia to Australia. The hand-picked team have created a destination that stands out in a crowded Melbourne market. Hosier Club guests get all-day access to the Q Club on level 28 – where refreshments are served all day – as well as a Gold Card that lets you order food and drink 24 hours a day. 24, 7 days a week, thanks to a unique QR code, and have them delivered to you wherever you are in the hotel.

As the market continues to recover from the impacts of COVID, we have no doubt that this segment will be in high demand as customers seek unique experiences and quality products. The successful introduction of these two brands clearly demonstrates TFE’s ability to first identify market demands and then successfully launch impactful brands. I’m happy to say that they have caught the attention of several developers who want to partner with us as we continue to roll out these brands in carefully selected locations. What can I say ? We are very excited about what awaits us.

For more, check out the April issue of HM, out next week.

Nicholas E. Crittendon