TFE Hotels is pushing forward with its ambitious repositioning of the Adina apartment hotel brand, and the flagship property at 189 Queen Street in Melbourne's CBD is the latest to undergo a comprehensive transformation. The multi-million-dollar refurbishment, part of a broader $100 million commitment to overhaul the Adina portfolio, will touch every guest room, public area, meeting facility, and wellness space across the 155-key property.
The design, led by Bates Smart in collaboration with Brenton Smith, introduces contemporary textures, lighting, and finishes while respecting the building's architectural heritage. The result is a lobby that has evolved beyond the traditional hotel arrival experience, creating a relaxed, residential-style space that feels more like a shared living room. This shift reflects a broader industry trend toward experience-led hospitality, where guests seek spaces that feel like home rather than transient accommodation.
Chris Sedgwick, TFE Hotels' Group Chief Operating Officer, emphasised the importance of flexibility and local immersion. "Guests want room to settle in, flexibility throughout their stay and spaces that make it easy to experience the city like locals," he said. The apartment-style accommodation, which includes studio, one, two, and three-bedroom flats with kitchens and laundry facilities, is central to that promise.
Design and sustainability at the core
The refurbishment extends beyond aesthetics. The ground floor has been reimagined with a central fireplace and inviting meeting spaces, while the conference facilities now feature upgraded audiovisual technology and flexible event spaces. These upgrades position the property to cater to the growing MICE segment in Melbourne, which continues to attract corporate and association events.
Sustainability is also a key focus. The project retains existing materials wherever possible to reduce waste, aligning with TFE Hotels' broader environmental commitments. This approach not only lowers the carbon footprint of the renovation but also preserves the character of the building, which has been a fixture of Queen Street for decades.
The refurbishment is scheduled for completion ahead of the Australian Open, with conference spaces and wellness facilities opening shortly thereafter. This timing is strategic, as Melbourne's summer calendar draws significant international visitors, including tennis fans and business travellers.
Community impact through ReLove partnership
In a notable initiative, TFE Hotels has partnered with ReLove, a not-for-profit organisation that redistributes quality furnishings to individuals transitioning into secure housing. Ben Stammer, ReLove's Co-Founder, highlighted the impact: "Every bed, table, chair and piece of furniture can make a meaningful difference to someone who needs it most." This partnership not only reduces waste but also supports social outcomes, a growing priority for hospitality groups worldwide.
The Adina Melbourne transformation is part of a wider strategy by TFE Hotels to elevate the Adina brand, which has been undergoing a systematic overhaul. The company's $100 million commitment, announced earlier, aims to modernise the apartment hotel concept across its portfolio, responding to shifting traveller preferences for longer stays and residential-style amenities.
For travel professionals, the refurbished Adina Melbourne offers a case study in how apartment hotels can compete with traditional full-service properties. By blending the comforts of home with the services of a hotel, and by investing in design and technology, TFE Hotels is positioning Adina as a leader in the extended-stay segment.
As Melbourne's hospitality market continues to recover and grow, the timing of this investment is significant. The city's appeal as a destination for both leisure and business travel remains strong, and properties like Adina Melbourne are well-placed to capture demand from a diverse range of guests, from corporate executives to families on extended holidays.
The project also underscores the importance of partnerships in the hospitality industry. From design firms like Bates Smart to social enterprises like ReLove, collaboration is key to delivering projects that are both commercially successful and socially responsible. TFE Hotels' approach may serve as a model for other operators looking to refresh their properties while making a positive impact.
With the refurbishment set to be completed in time for the Australian Open, Adina Melbourne is poised to welcome a new wave of guests to its transformed spaces. The property's evolution reflects broader trends in the industry, where experience, sustainability, and community engagement are becoming as important as the physical product itself.
