AEROWISATA Hotels & Resorts is embarking on an extensive exercise to rebrand, reposition and expand its portfolio of hotels to sharpen its edge in an increasingly competitive industry, 40 years after the company opened its first hotel Sanur Beach Hotel.
With the new brand statement of Authentic Indonesia Hospitality, the hotel group has introduced three brands: upscale Prama, mid-scale Kila and economy brand, Asana.
The company’s seven operational properties have been regrouped and rebranded as Prama Sanur Beach Bali, Prama Grand Preanger Bandung, Kila Senggigi Beach Lombok, Grand Artos Magelang, Asana Kawanua Jakarta, Asana Agung Putra Bali and Asana Biak Papua.
Speaking at the launch of the new brands in Jakarta on April 23, Francis Dehnhardt, executive vice president of hotels and resorts for parent company Aerowisata, said: “With the increasingly competitive business environment and its continuous changes, we need to improve our competitive edge with product innovation, organisation and human resources development.”
Aerowisata Hotels & Resorts’ properties are slated for renovation to meet the new criteria and brand identities. “Those ‘elderly’ properties will need to undergo major renovation, but we will do that in stages so that the hotels can continue operational without disrupting the guests,” said Dehnhardt, citing Prama Sanur Beach Bali as one such property. Meanwhile, new properties may only need superficial changes such as staff uniforms and collaterals.
On the software side, human resources training will be conducted at all properties. Dehnhardt added that the entire transformation will take complete between 12 months and 24 months.
In terms of expansion, Hera Adiwikarta, vice president sales & marketing, Aerowisata Hotels & Resorts said the group would open five hotels by end-2015, adding 868 rooms to the existing 1,188 rooms.
The group aims to operate 35 hotels by 2017.
