Indonesia is ready to challenge the leading international hotel
chains by bringing together properties across the archipelago under the
umbrella of its homegrown hotel management company, Hotel Indonesia
Group (HIG).
HIG will build its portfolio through the management and development
of state-owned hotels while also seeking opportunities to partner with
private companies that see value in a group whose DNA is positively
Indonesian.
Specifically, the group will wrap its purely Indonesian hospitality
offering around hotels, restaurants (F&B will be a particular focus
of the company) and shopping malls, ensuring that hotel guests, diners
and shoppers will share a clearly identified unique experience developed
around the theme of the five senses.
Fashioning that experience is a management team led by chief
executive Rizal Kasim, operational director Jean-Charles Le Coz and vice
president brand and marketing Eva Tobing.
“The marketing focus initially will be on the domestic market because
that is the market that has been most resilient during the pandemic,”
said Le Coz. “By expanding our network and showing that we have products
and services that are up to international standards, recognition of our
brands will come.”
Meru, Truntum and Khas are three new brands that will better group HIG's five-, four- and three-star rated properties. Pictured: Merusaka Nusa Dua, a five-star hotel in Bali.
Rizal said a key strengths of HIG is its central place in the travel
ecosystem. “From the moment you arrive at the airport, step on an
aeroplane, stay in any of our hotels, go shopping or dining, or visit
one of our destinations such as Lake Toba or Borobudur, it is going to
be an experience which we can bundle into our brand.”
HIG was created in September 2016 by the Ministry of State Owned
Enterprises which — acting on the government’s behalf — sought to end
the management of hotels by diverse state-owned entities involved in
mining, telecommunications, and aviation. PT Hotel Indonesia Natour
(Persero) was appointed to coordinate the changes.
“In the opinion of the Minister of State, these hotels were not being
run properly,” said Rizal. “The minister wanted each state enterprise
to focus on its core business. For the hotel business, this meant
bringing in hospitality professionals to run the show.”
Truntum Padang, a four-star hotel in West Sumatra.
In total, more than 150 state-owned hotels will be consolidated by
late 2023 under HIG’s banner with changes already completed at some 30
properties.
HIG is launching three brands — Meru, Truntum and Khas — to better
identify the five-, four- and three-star rated properties respectively
in its portfolio.
“Some hotels do need to be renovated to fit into the brand identity,
or to be scaled up from a three-star to a Truntum four-star brand,” said
Le Coz. HIG works with individual hotel owners to assess work that
needs to be done, both with the property’s physical condition and the
adoption of brand standards.
Khas Malioboro, a three-star hotel in Yogyakarta.
Rizal said a strong management team was already in place when he
joined HIG in January this year. “Since that time the pace of change had
stepped up with hotels in the group subject to upgrades and strict
brand guidance.
“We need to make sure that those hotels in the group — especially
those under the five-star Meru brand — are up to standard so they can be
showcased to the international market at trade events.”
The biggest change will be seen in once-sleepy Sanur where the Inna
Bali Beach Hotel is to be transformed into a four-hotel complex,
including a 200 all-suite hotel, complement by a 5,000-pax convention
centre.
In 1993 the Inna Bali Beach Hotel was damaged by a major fire but
room 327 was not touched by the flames that destroyed rooms around it.
Le Coz said that room will be maintained as a shrine in the new
development.