Toga demystifies brand portfolio

Toga demystifies brand portfolio
By admin


Toga Hotels has launched a strategic brand update in a bid to make its various accommodation styles more intelligible to consumers.

The shift in strategy will see 18 Australian Medina Apartment Hotels in inner city and CBD areas become Adina Apartment Hotels.

Including the nine existing Adina Apartment Hotels, this will bring to 27 the number of such properties in Australian cities.

Three Medina properties located in Canberra, Double Bay and North Ryde will also be rebranded as Medina Serviced Apartments to make a clear delineation between the accommodation types in city and regional areas. The change of names for the properties will come into effect from January 15.

“Currently we have a blend of serviced apartments and apartment hotels; we want to make a clear distinction,” chief executive Rachel Argaman said.

“As a consumer, to know not just a brand but the sub-categorisation is hard. We want people to know what to expect from Adina,” she added.

Elsewhere, 2013 will be eventful for Toga Hotels with the Sydney openings of apartment hotel properties in Bondi Beach and Mascot, with the much vaunted Royal Randwick Racecourse property slated for a 2014 opening.

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