Rebranding part of Toga’s tie with Far East Hospitality
Toga Hotels today announces it is rebranding to TFE Hotels (Toga Far East Hotels).
This new brand, TFE Hotels acknowledges the recent joint venture between Toga Group and Far East Hospitality and recognises the reputation and brand strength of both parties. The joint venture has already increased TFE Hotels’ portfolio across Australia and New Zealand late last year with the inclusion of Rendezvous Hotels, whereby it currently manages six properties across Australia and provides consultancy services for five hotels in Australia and New Zealand.
Bringing these two leading hospitality operators closer together generates significant synergies. The rebrand provides a platform for TFE Hotels to continue its international brand growth strategy, improve operational efficiencies and drive global expansion. The former Toga Hotels logo has been enhanced to recognise this development whilst maintaining the strength of the Toga brand in its home market of Australia.
Rachel Argaman, CEO of TFE Hotels, said, “This rebrand reflects the combined strength of two well-recognised international businesses and allows our family of brands to continue to grow in Australia and overseas. The joint venture is enabling us to expand our portfolio from 57 to over 65 properties, having already commenced management and consultancy services to 11 Rendezvous Hotels (Australia and New Zealand), as well as other new, exciting openings in the pipeline.”
TFE Hotels’ current portfolio of over 65 hotels includes Adina Apartment Hotels, Medina Serviced Apartments, Rendezvous Hotels (Australia & New Zealand), Vibe Hotels, Travelodge Hotels and Hotel Kurrajong Canberra. The joint venture with Far East Hospitality (announced in November of last year) positioned the group as one of the largest hospitality chains in Australia. Far East Hospitality is the largest operator of hotels and serviced residences in Singapore and its portfolio includes Quincy, Oasia, Rendezvous, Village, Far East Collection and The Marque.
Arthur Kiong, Far East Hospitality’s CEO, commented, “There is a great synergy between both brands – with excellent opportunities for cross-selling initiatives across all of our geographic markets. We look forward to streamlining management and consultancy services and adding a bit of Singaporean flavour to the renowned hospitality experience for which TFE Hotels is known.” With more than 30 years’ experience in guest service, TFE Hotels provides a large range of accommodation offerings to meet varying needs and budgets.
This year, TFE Hotels is ‘Celebrating 100 Years of Great Weekends,’ to inspire Aussies and Kiwis to get more from their weekends with special deals and offers.
