PANORAMA Group’s hospitality arm, PHM Hospitality, has unveiled two new brands, Alaia and BnB, adding to its existing portfolio of The Haven and The 101 offerings.
PHM Hospitality managing director Kristian Kuntadi said: “Alaia, adopted from the name of the first surfboard in Hawaii, is our new three-star premium thematic hotel (brand).”
“The properties under this brand will be specially designed with different themes depending on location and target market, and will each offer 100-150 rooms.”
Due to launch by year-end, the inaugural Alaia property on Canggu Echo Beach, a well-known surfing area in Bali, will feature facilities catering to surfers’ needs, such as dedicated surfboard racks, and flexible service centre opening hours depending on the time of day when wave height is prime for surfing.
Meanwhile, BnB has been chosen as the group’s brand banner for budget properties, with the inaugural BnB hotel to open in Jakarta by year-end.
“The concept is similar to the ones already in the market, but being a new player, we need to provide more than others,” said Kuntadi.
“Some of the features will be bigger rooms (18m2), WiFi access in the room, a minimum of two towels instead of one, and better standard of amenities than the average hotels of this class,” he added.
PHM Hospitality currently manages The Haven Seminyak and The 101 Legian, both in Bali, with another six properties under construction in Jakarta, Bogor, Jogjakarta and Bali.
Panorama Group CEO Budi Tirtawisata said PHM was aiming to develop ten new hotels this year. The group is expected to manage 15 hotels by 2013, and 30 by 2015.
– Read more about Panorama Group’s international expansion in TTG Asia, February 24 issue
