Far East Hospitality jumps to ‘Kangaroo route’ with 2 new Australian brands
To do this, the firm will rebrand two of its existing properties.
Global hospitality owner, Far East Hospitality, will introduce two new Australian brands, namely, Vibe Hotels and Adina, as it seeks to bring Australian hospitality to Singapore and reach its goal of 25,000 rooms by 2025 globally.
In the next few months, Far East Hospitality will rebrand its existing properties – The Elizabeth Hotel and Regency House into an Australian brand.
Elizabeth Hotel will be rebranded to Vibe Hotel Singapore Orchard, which seeks to serve corporate expatriates and leisure travellers who will need transient accommodation. It will open by July this year, with a total of 88 keys.
Whilst the Regency House will be rebranded to Adina Serviced Apartment Singapore Orchard which will fully open in the fourth quarter of 2022. It will entice Australians and travellers seeking a taste of the contemporary Australian lifestyle.
These properties will capture Australian-inspired dining concepts and other amenities to portray Australian hospitality.
For the growth of these hotels, Far East Hospitality will also leverage its long-standing collaboration with joint venture partner, Toga Far East Hotels (TFE).
On manpower, Far East Hospitality said it is implementing a human resource programme to boost staff capacities after the global health crisis heavily impacted the tourism industry.
This initiative titled, Sharing Talents Across Regions programme, will see up to a dozen local hoteliers deployed to Australia from six to 12 months. At the same time, TFE Hotels will also be fielding Australian staff members to Singapore.
Far East Hospitality CEO Arthur Kiong said the revival of the Kangaroo route, flight paths between Australia and UK with stopovers in Singapore, opens opportunities for more stopovers and lengthens guest’s stay in their hotels.
"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,” said Kiong, in a statement.