Indonesia’s state-owned hotel management company Hotel Indonesia Group (HIG) is consolidating more than 150 state-owned hotels, as part of government efforts to help state-owned enterprises focus on their core business instead.
Currently, 29 hotels – out of some 150 properties – that were once part or a subsidiary of Hotel Indonesia Natour, Garuda Indonesia Group, Wika Realty, Pegadaian Pawnbroker and Angkasa Pura, have been brought together under the HIG umbrella.
To differentiate hotels in its portfolio, HIG has also introduced three brands – Meru, Truntum and Khas – to better rank five, four and three star properties respectively in its portfolio.
The rebranding process is currently underway with 14 hotels, such as Inaya Putri Bali, now Merusaka; Kila Senggigi, now Merumatta; Greater Inna Padang, now Truntum Padang; and Pesonna Malioboro, now Khas Malioboro.
HIG has developed three different brands based around an individual’s five senses: sight, hearing, smell, taste and touch.
Eva Tobing, Vice President, Marketing and Brand Development, HIG, explained, “For example, for the visual element, guests will be able to identify the hotel brand based on the (style and embellishments on) the staff uniform, the genre of music played (in hotels) for sound, and identify the signature cuisine (taste) served in restaurants.
This approach was taken to speed up the branding process and to make it easier to implement across properties, rather than having to make major changes to meet requirements.
Jean-Charles Le Coz, Chief Operating Officer at HIG, said: “Some hotels need to be renovated to fit the brand identity, or change from a three-star brand to a four-star Truntum brand, It also depends on the budget of the owners.
Two properties that will undergo major renovations this year are Grand Inna Malioboro and Grand Inna Bali Beach, with completion and implementation of the Meru brand due for completion in 2023.
As for how HIG hotels will be marketed, Le Coz said, “We will promote our hotels at trade events in conjunction with the InJourney Group (HIG’s holding company) and through partnerships with InJourney members such as Sarinah Department Store and (Borobudur and Prambanan Temple Park) through social media and other online channels.
Collaborations, for example, will include an entrance ticket to a temple complex with a hotel stay.
HIG currently operates 4,123 rooms across its 29 hotels and aims to onboard another 120 properties by 2023. – Additional reporting by Dhini Oktavianti