IN AN effort to capture new market segments, Indonesia’s Aston International has launched luxury brand Alana, alongside mid-market two-tiered brand Neo and Neo+.
Citing Starwood’s W Hotels as a benchmark, Norbert Vas, vice president of sales and marketing, said Alana would also be a luxury lifestyle brand.
On the other hand, Neo and Neo+ will cater to hotel developers who are keen on mid-market properties that are more playful and less standardised, with features like a garden in the lobby and communal tables in restaurants. Neo is postioned as a two-star-plus product that will cost more than Aston’s two-star favehotel, while Neo+, with larger rooms and more facilities such as a spa, will be priced higher than Aston’s three-star Quest.
Under construction are four Neo properties in Jakarta and Bali and four Alana properties in Bali, Jogjakarta and Surabaya.
Said Vas: “With the exception of five-star properties Grand Aston City Hall in Medan and Grand Aston Jogjakarta, our hotels mostly cater to the mid-market. However, many developers have expressed the need to develop luxury properties and have asked Aston to manage them.”
