TFE Hotels has announced the appointment of Ray Goertz as Regional General Manager, UK (TFE Hotels, Europe), marking a new chapter for the group’s growth and its entry into the UK market.

Goertz brings more than 28 years of senior leadership experience across luxury, lifestyle, and independent hotels, with a proven track record of repositioning landmark properties and delivering exceptional guest experiences. Most recently, Goertz was General Manager at The Prince Akatoki London, where he successfully led the transformation and rebranding of the property from The Arch London, delivering a full refurbishment while keeping the hotel operational. Under his leadership, the hotel achieved three consecutive years of Forbes 5-star ratings, doubled F&B revenues through the launch of signature dining concepts, and grew annual revenues to £10 million with a 35% GOP.

Goertz’s career also includes leadership roles at the Courthouse Hotel Shoreditch, Canary Riverside Plaza Hotel, M by Montcalm, and ME London Hotel (Melia Hotels International). He began his career in revenue management, holding senior positions at The Ritz London and Apex Hotels, where he was instrumental in launching several new properties and introducing pioneering distribution strategies that delivered significant revenue growth.

As Regional GM UK, Goertz will oversee operations and strategy for TFE Hotels’ growing UK portfolio, including the recently announced The Hobson Cambridge by Adina (opening late autumn 2025) – a Grade II listed landmark transformed into a contemporary apartment hotel in the heart of Cambridge. The Wellington Glasgow by Adina is also scheduled to open in late autumn.

TFE Hotels in the UK

The UK portfolio represents a cornerstone of TFE Hotels’ European strategy, offering a blend of heritage-led properties and contemporary aparthotels designed to meet the needs of today’s travellers. With brands such as Adina Hotels and A by Adina, TFE is introducing a style of accommodation that combines the independence of apartment living with the comfort and service of an upscale hotel.

The launch of flagship properties like The Hobson Cambridge by Adina underscores TFE’s ambition to grow its footprint in culturally significant destinations, while introducing new concepts that appeal to both international visitors and local communities. This UK expansion is vital for strengthening the brand’s global presence, connecting TFE’s European operations with its established portfolio in Australia, New Zealand, and Asia.