Hyatt targets secondary cities in broad Indonesian expansion strategy

Hyatt Hotels Corporation is set to expand its presence in Indonesia with three new properties in Jakarta, Semarang, and Lombok, building on its existing portfolio of 14 hotels across seven brands.

In Lombok, Samara Lombok is scheduled to open in 2027 as the first Destination by Hyatt hotel in South-east Asia. The 125-hectare development spans two sites, Samara Bay and Samara Hills, featuring 249 guestrooms and villas.

Attendees engage with representatives during the Hyatt Fair in Jakarta, where the group outlined its latest expansion plans across Indonesia; photo by Tiara Maharani

In Jakarta, Andaz Jakarta Sudirman is expected to open in 2028 within one of the capital’s tallest CBD skyscrapers. The property will offer 198 guestrooms and 167 serviced apartments.

Meanwhile, Hyatt Place Semarang will feature 154 rooms across seven floors, along with an all-day dining restaurant, a ballroom, meeting rooms, a gym, and a rooftop bar.

Perry Chung, marketing and events manager for Hyatt Asia-Pacific, spoke to TTG Asia during the recent Hyatt Fair in Jakarta, highlighting Semarang’s growth as both a commercial and leisure hub.

“Semarang has a lot to offer, from culture to culinary, while its location also makes it a good base for travellers exploring destinations such as Yogyakarta and Solo. This allows us to reach more travellers across Central Java,” Chung said.

Beyond Semarang, Chung noted that Hyatt is actively seeking opportunities in unrepresented regions.

“Key cities like Jakarta and Bali are still very important, but we also explore destinations where Hyatt does not have a footprint, such as second and third tier cities, to expand our portfolio,” he said.

Chung added that Hyatt has additional Indonesian projects in the pipeline, including the debut of new brands, with further details to be announced later.

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