Panorama to launch new hotel brand
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Indonesia’s largest travel and tour company Panorama, through its subsidiary Panorama Hospitality Management (PHM), is set to launch the Free Eco Hotel brand next year to tap the nation’s segmented tourist market.
PHM managing director Kristian Kuntadi said that the first Free Eco Hotel would open in the middle of next year in Bali.
“We are going to open the first Free Eco Hotel on Canggu Beach in Bali to tap into the tourists who love to do activities near the beach, such as surfers,” Kristian said in Jakarta on Wednesday.
He said the concept of a Free Eco Hotel would be different from the firm’s other brands, as it would target a specific market.
“We cannot say if this is a two-star, three-star, or four-star classification hotel, because that is not the concept we will be offering to our customers. The concept of this hotel will follow market demand, and it will be different from one place to another,” he said.
Kristian said the first hotel would offer a beach concept, while future hotels would feature different concepts.
The company said it would make announcement in the near future on its detailed expansion plans.
Since 2010, PHM has operated three classes of hotel: The 101 and its four-star deluxe brand, The Haven, both in Bali, and the two-star The BnB brand.
PHM plans to open 25 The BnB and The 101 hotels over the next two years.
The firm’s next hotel, a The BnB, is set to open on Dec. 24 in Kelapa Gading, North Jakarta, in collaboration with the publicly listed property developer PT Agung Podomoro Land (APLN).
The other hotels, each to have between 120 and 150 rooms, will be opened gradually starting in 2013 in business and tourism centers across Java, Sumatra, Kalimantan and Sulawesi.
Cities slated for hotels include Bandar Lampung, Lampung; Ban-dung, West Java; Jakarta; Makassar, South Sulawesi; Medan, North Sumatra; Palembang, South Sumatra; Surabaya, East Java; and Yogyakarta.
“We are going to open another The Haven on Brawa Beach, Bali, that only offers 90 suite rooms for our customers in 2014,” he added.
In addition, Panorama has plans to boost its sales by 40 percent during a solo travel exhibition titled the “World of Panorama” from Sept. 21 to 23 in the Plaza Senayan shopping mall in Central Jakarta.
Meity Monica Lukito, the managing director of Leisure Travel Management, a Panorama subsidiary that focuses on leisure and tours, said that the company was optimistic on reaching the target as some of its customers have already made deposits for tours even before the start of the exhibition.
“There are customers that have deposited their cash with us today. It means that the demand for travel is strong and they really trust us, because we offer them a lot of discounts,” Meity told reporters.
She said that Korea has been the favorite destination of customers for the past five years, followed by Japan, Turkey, Hong Kong and Australia.
She said the demand for budget and premium packages has been increasing, showing strong economic growth in Indonesia.