Ascott unveils new Kimaya brand in Indonesia

The Ascott Limited (Ascott) has opened three new properties in Jakarta, Bandung and Yogyakarta under the Kimaya brand.

The three hotels are the 340-key Kimaya Slipi Jakarta by Harris, formerly Ibis Slipi; the 193-room Kimaya Braga Bandung by Harris, formerly Ibis Styles Braga Bandung; and Kimaya Sudirman Yogyakarta by Harris, which used to be Novotel Sudirman Yogyakarta.

Ascott has opened three new properties under the Kimaya brand in Jakarta, Bandung and Yogyakarta

As a brand under Wahana Graha Hijau, part of Indonesia’s household and F&B company Wings Group, Kimaya Group operates in the midscale hotel sector in affiliation with the Harris brand.

Patrick Vaysse, chief operating officer for hotels, Ascott Indonesia, said at the media event held in Jakarta on June 11: “Indonesia is Ascott’s largest market in South-east Asia. We are very pleased to welcome Kimaya Hotel to be part of Ascott. This new opening is the latest milestone in our expansion plans for Ascott in Indonesia. Jakarta, Bandung and Yogyakarta are key areas of development for the group in Indonesia.”

Irene Janti, director, brand and marketing, Ascott, added: “The Kimaya brand was created to accommodate the owner’s desire to have their own brand, but managed by us. The hotels will target the same market segment as Harris, but they will carry its own brand identity.”

When asked about Wings Group’s interest in hotel investment, Hadi Setiadarma, director of Kimaya Group, told TTG Asia: “We are in the F&B business and the hotel business is (closely) related. We already own an (upper upscale) property in Bali, The Apurva Kempinski, so the Kimaya brand will be our midscale brand.”

On the choice of buying existing properties rather than building new hotels – in 2021 Kimaya Group acquired five properties – Hadi said the pandemic provided opportunities for the group to do so.

He explained that some hotel owners have decided to move onto other businesses and put these properties up for sale. Located in prime locations, these hotels would have been impossible to purchase under normal circumstances.

However, as the group does own some land, Hadi did not rule out the possibility of developing new hotels in the future.

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