Toga Hotels announce major rebranding

Toga Hotels has announced the rebranding of 17 Medina Apartment Hotels to Adina Apartment Hotels and 4 Medina Apartment Hotels to Medina Serviced Apartments effective as of now.

The rebrand has been designed to simplify the accommodation choice within the group for guests when travelling across Australia and Europe. By creating a distinction between Medina Serviced Apartments and Adina Apartment Hotels, Toga Hotels strengthens their ongoing commitment to apartment hotel accommodation solutions - offering guests strong and distinct brands.

The Medina brand was established by Toga Hotels in Australia in 1983 and has since become a household name with locations across Australia. The four Medina Serviced Apartments will continue to offer a comfortable and friendly home away from home for domestic and international travellers.

Adina Apartment Hotels were established in 2005 by Toga Hotels in Europe. The brand has grown to become the leading apartment hotel brand in Germany and in 2010 its presence was established in Australia via Adina Apartment Hotel Sydney, Crown Street in Surry Hills. Combining the best of both brands, Adina Apartment Hotels offer guests stylish and convenient apartments for a night, a week or longer. Guests can expect sophisticated and spacious apartment hotels with full hotel service.

Announcing the rebranding, CEO, Rachel Argaman said this is an exciting time for Toga Hotels. "Our group is looking to the future of our apartment hotel brands and the ongoing accommodation needs of our guests. The distinction between Adina Apartment Hotels and Medina Serviced Apartments is clear - Adina is apartment style accommodation with full hotel service and Medina represents the traditional serviced apartment offering."

What won't change is Toga Hotels' strong focus on providing exemplary guest service. With guests at the heart of everything they do, the Toga Hotels' team will continue to provide the highest level of accommodation and service.

Toga Hotels is one of the largest accommodation providers in Australia and currently operates 53 apartment hotels and hotels across Australia, New Zealand and Europe. Under the successful Toga Hotels umbrella are four brands; Adina Apartment Hotels, Medina Serviced Apartments, Vibe Hotels and Travelodge Hotels.

Toga Hotels is currently pursuing an ambitious growth strategy. Several Adina Apartment Hotels are set to open over the next two years, including Adina Apartment Hotel Bondi Beach (2013), Adina Apartment Hotel Mascot (2014) and Adina Apartment Hotel Royal Randwick Racecourse (2014). Other upcoming Toga Hotels include: Travelodge Hotel Hobart (2013), Travelodge Hotel Mariners Tuggerah (2014) and Vibe Hotel and Conference Centre Marysville (2014).

Source: Accommodation Association of Australia, 24 January 2013