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Delonix Group Sets High on Indonesia: Ambitious Plan to Expand 30 hotels within the Year
Delonix Group Indonesia (DGI) is an official, wholly owned subsidiary of Delonix Group, with its headquarters in Jakarta. DGI is strategically positioning itself to meet the rapidly evolving demands of the Indonesian market.
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Figure 1 Grand New Century Hotel.
D
elonix Group Indonesia (DGI) is an official, wholly owned subsidiary of Delonix Group, with its headquarters in Jakarta. DGI is strategically positioning itself to meet the rapidly evolving demands of the Indonesian market. The group has developed hotel chain management in the country, underpinned by its innovative business models, unique selling propositions and vision for sustainable growth. Central to this evolution is the introduction of its first hotel brand, Model J, that is planned to open in the fourth quarter of 2024.
Indonesia, a dynamic country with a burgeoning middle class and a youthful demographic, presents vast potential in the hospitality sector. As domestic tourism rises and international visitors return post-pandemic, the needs of Indonesian travelers are shifting. The millennial generation, which constitutes the majority age group in the country, while balancing familial and individual obligations—is seeking spaces that allow it to step back for a while and be itself without any cultural constraints. DGI has recognized this need and is adapting its approach to serve these evolving market preferences through brand advancement of Model J Hotel.
According to Bill Lin, president of DGI, “DGI's unique selling propositions lie in its core strengths of brand advancement, strong membership system of Betterwood, digitalized operations and seamless integration of technology. These pillars help the group stand out in a competitive market and will maintain high customer loyalty.” Other than that, DGI also focuses on high-growth areas such as Jabodetabek and later the future capital in Nusantara. Delonix Group leverages emerging opportunities in the new capital development, positioning itself as a pioneer in this lucrative market. For investors, DGI offers a smart investment formula by investing more where it matters and minimizing expenditure on areas of lesser customer concern. “In Indonesia, distinguishing hotel classifications and segmentations can be challenging, as many hotels compete by offering a wide range of facilities, often underutilized by guests. Model J Hotel takes a different approach by understanding the latent psychological needs of our target customers. We focus on what truly matters to them, investing in the essentials that enhance their stay." added Lin.
"With our extensive experience in managing hotel chains across China and the Asia Pacific, we are confident in our ability to thrive in the Indonesian market. Our strategic investments, such as Hotel MONday and Indies Hospitality Investments, which invests in Indonesia renowned brands like Swiss-Belhotel and Artotel—solidify our leadership. Our deep expertise in hotel management, honed through our operations in China, we are positioned to deliver the same level of excellence in Indonesia—if not greater, as we have also deeply localized the Model J brand to meet the needs of our guests here, not only functionally but also from a mental and emotional perspective." said Lin. The Group has set an ambitious target of securing 30 new hotel management agreements within a year.
