Toga Hotels has decided to consolidate its apartment branding under the Adina banner early next year in a move that marginalises Toga’s 30-year-old foundation apartment brand, Medina.
On January 15, 2013, 18 of the 21 Medina properties will re-branded ‘Adina Apartment Hotels’. The remaining three – in Canberra, Double Bay and North Ryde – will be known as ‘Medina Serviced Apartments’.
CEO Rachel Argaman says Toga’s apartment growth focus will be on Adina, which Toga originally used to enter the European market in 2005.
Outside Australia, there are Adina properties in Copenhagen, Budapest, Berlin, Hamburg and Frankfurt.
This means there’ll be 27 Adina Apartment Hotels by mid-January with another three under construction.
Medina will in future be used in regional Australian markets, taking on market leader Quest.
Toga Hotels also owns the Vibe Hotels and Travelodge Hotels brands.
Ms Argaman said Toga aims to have 100 properties across all brands under its control with three to five years.