The Australian hotel brand making waves in Europe

If in your overseas travels that where-have-I-seen-that-before name “Adina” seems to have been appearing more often lately, don’t worry, you’re not imagining things. It just happens to be one of Australia’s most successful travel brand exports.

In the growing serviced apartment segment, the attractiveness of Adina’s distinctly Australian offering, born of its Aussie business, leisure and bleisure guests’ tastes and preferences, has seen the brand grow strongly within it.

“The brand reflects a distinctively Australian hospitality ethos – relaxed, welcoming and stylish with high standards,” says Chris Sedgwick, chief operating officer of TFE Hotels, Adina’s parent company.

The growth of Adina is also due to the foresight of TFE (now a joint venture with Singapore’s Far East Hospitality) which, in 1997 and then called Toga, started expanding in the northern hemisphere, opening a hotel in Hungary. There are now Adinas in other European locations including Germany, Austria, Denmark and Switzerland. It also has hotels in New Zealand and Singapore, and is set to open the first two Adinas in Britain.

Sixty kilometres north of London in the famous university town of Cambridge, The Hobson Cambridge by Adina will soon welcome its first guests. Described as a modern 56-key apartment hotel on St Andrew’s Street, it inhabits Hobson House, a Grade 2-listed former police station.

And in Scotland’s most populous city, The Wellington Glasgow by Adina is also opening. It’s in a former courthouse with Georgian architecture, on the corner of Wellington and Bath streets in the heart of the city. Offering 98 studios, all with kitchenettes, it promises to be a very on-brand crash pad.

While TFE Hotels is accelerating its European growth with the expansion of its Adina Hotels brand, a new Adina is also set to open in Queensland, The Adina Chermside Brisbane, in 2026.

The Adina umbrella also covers A by Adina, a more luxurious take on the hotel’s style. The A by Adina Sydney on Hunter Street is a prime example. With 194 stunning studios and apartments, the 2021 opening is also home to the multi-award winning cocktail bar Dean & Nancy on 22 from the famed Maybe Sammy team.

And in the last few years, TFE has opened 17 “new generation” Adinas and refurbished three. These include Adinas at Town Hall Sydney and Melbourne Pentridge, as well as in Munich, Dusseldorf and Geneva.

And other TFE brands are blossoming, with standalones such as The Eve Hotel Sydney, which opened in early 2025 and, shortly, The Hannah Street Hotel in Melbourne adding to the inventory.

See tfehotels.com