The hotel group is undertaking an extensive exercise to rebrand and reposition its image, as well as to increase its hotel portfolio
Indonesian hotel group, Aerowisata Hotels and Resorts, has proclaimed 2014 as the “Year of Transformation”, which will see it embarking on an extensive exercise to rebrand, reposition and expand its portfolio of hotels after 40 years in the hospitality industry.
Targeting significant growth in the coming years, the hotel group is rebranding and changing in the concept of service.
"With an increasingly competitive business environment and its continuity to change, we must become persistent to improve ourselves, both in terms of product innovation and in terms of organization and human resources, advancing competitiveness of the company," said Francis Dehnhardt, executive vice president of Hotels & Resorts Aerowisata.
The initial step of this transformation is the rebranding of Aerowisata Hotels & Resorts portfolio to create high brand equity. It will introduce three new concepts, namely:
• Prama – Upscale category: Hotels in this category target individual and business travellers, as well as families. They are environmentally friendly hotels, and strategically located with luxurious facilities. They are Prama Sanur Beach Bali, Prama Grand Preanger Bandung and Prama Sthala Ubud Bali (to be operational in 2015)
• Kila – Midscale category: Market segmentation for Kila is for individual travellers, as well as families and business people. In addition to location and facilities, pricing will also be competitive. Included in this category are Kila Senggigi Beach Lombok, Grand Artos Hotel Magelang, and Kila Infinity 8 Bali (opening in 2015).
• Asana – Economy category: Asana is for guests who stay for only one or two days, so it does not require fancy and complete facilities. The hotel’s location, cleanliness and affordability are key elements for guests in choosing accommodation in this category. Asana hotels include Asana Kawanua Jakarta, Asana Biak Papua, Asana Mandalika Lombok, and Asana Agung Putra Bali.
The new service concept, "Authentic Indonesian Hospitality", is based on Indonesian hospitality and uniqueness through the five senses for guests to enjoy the comfort and beauty of Indonesia’s culture.
• Scent: A variety of flower petals and aromatic herbs have been used since antiquity in Indonesia, and continues today in modern aromatherapy and spa.
• Taste: Utilising the fact that Indonesian food is mixing a few tastes of the world, including exotic spice. The menu offered is Indonesian cuisine.
• Sound: The cultural diversity of Indonesia is reflected in the melodious strains of traditional musical instruments, which are unique in each area.
• Sight: A lot of things can be enjoyed by visitors in Indonesia, including a variety of traditional textiles that serve a variety of bright colors, beautiful patterns and unique textures. Pleasing the eyes, comforting your heart, and inspiring.
• Touch: Many say the Indonesian people cannot sleep without bolsters. The hotel group is bringing back bolsters (Dutch wife) for gusts’ comfort.
Aerowisata Hotels & Resorts’ properties will be renovated to meet the new criteria and brand identities. The older properties will undergo major renovations, while new properties may only need superficial changes such as staff uniforms and collaterals.