How do you reinvent a 40-year-old hotel brand for a new kind of guest?

A by Adina

For four decades, Australian-born Adina has been a global leader in the serviced apartment and apartment hotel market. Yet while the brand had remained largely unchanged during this time, customer preferences were evolving towards a more premium experience.

In this ever-changing travel landscape, parent company TFE Hotels saw the opportunity to reimagine its offering and connect with an emerging new market – ‘lifestyle guests’ who desired both the flexibility of their own private city space, with all the added wow factor of a luxe hotel experience.

Hotel Living^™: A new way to stay

We didn’t just create a new brand, we partnered with TFE Hotels to disrupt the market with an entirely new customer proposition and category, ‘Hotel Living™’; a new way to stay that combined all the space and flexibility of a private residential apartment with the personalised service and amenities of a high-end hotel.

To bring the felt sensation of ‘Hotel Living’ to life, our strategy was to retain the heritage of apartment living that Adina is famous for, whilst reimagining the premium hotel experience for tomorrow’s travellers. The resulting new brand, A by Adina, went well beyond traditional identity and guidelines to own the story of a perfectly balanced Hotel Living™ experience. From an integrated ‘And Breathe’ launch campaign, to always-on social strategy and creative, conceptualising sub-brands ‘The Daily Pause’ and ‘Amenities on Demand’, and even bespoke customer experience brand and Tone of Voice workshops with employees, we successfully created an emotional connection with customers and employees that continues to grow.

The ROI on relevance

A by Adina tracked these metrics within the first six months of launch, and has ignited ongoing investor interest in expanding to new properties and locations.