Tauzia rolls out new midscale brand, eyes SE Asia expansion

Indonesia’s Tauzia Hotel Management has announced a new hotel brand and expansion plans in South-east Asia.

Marc Steinmeyer, president director of Tauzia Hotels, said: “After 16 years of developing properties in Indonesia, (it’s about time to) expand outside Indonesia, bringing Indonesian-born brands into the ASEAN countries, starting with Malaysia and Vietnam.”

(From left) Tauzia Hotels’ Marc Steinmeyer, Irene Janti and Armand Steinmeyer; new brand announced as the company turns 16

Tauzia’s Preference brand is scheduled to make its Malacca debut in mid 2018, while in Vietnam the company also plans to launch Preference and Harris properties spanning around 1,000 rooms, according to Steinmeyer.

Following the launch of the five-star Harris Vertu in Jakarta in January, Tauzia plans to introduce the four-star Fox Harris, the first of which is expected to enter Indonesia next month.

The new midscale brand was conceived in response to the changing hotel market, revealed Steinmeyer.

“About 10 years ago, we saw new hotel developments in Indonesia and investors put their money into building new properties. Today, with the (challenging) economy and oversupply of rooms in some destinations, we are seeing more hotels underperform and put up for sale,” he said.

“In such situations, it is hard for us to take over the management of a hotel and ask the owners to invest in renovations to match our structured brand requirements.”

Fox Harris will hence retain the market segmentation of a Harris while offering “flexibility”, requiring hotel owners only to “change the software (logo, brochures, staff uniform), but not necessarily the room size and the beds, for example”, he said.

Tauzia Hotels currently operates 51 hotels across Indonesia with more than 60 projects in the pipeline until 2022.

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