Accor recently announced an ambitious plan to scale up its network in Indonesia. The company is on track to operate 100 hotels (20,000 rooms) in the country by 2015. The announcement comes as the group celebrates 20 years in Indonesia.
“Indonesia is a priority market for Accor in the Asia-Pacific region with significant potential for hotel expansion into the future and on which we are already leader. The dynamic expansion in this country illustrates our expansion strategy, with a secured pipeline of more than 130,000 rooms with two thirds in emerging countries and on all market segments,” said Sébastien Bazin, Accor chairman and chief executive officer.
In 2013, Accor opened 18 new properties, from upscale to budget, bringing the hotel network in Indonesia to more than 70 hotels in 24 cities by the end of the year. By the end of November 2013, more than 70 contracts have been signed for new hotel properties to be opened over the next three years.
Today, Accor is present in Indonesia with nine hotel brands, spanning the spectrum from upscale to budget—Sofitel, Pullman, MGallery, Grand Mercure Maha Cipta, Novotel, Mercure, ibis, ibis Styles, and ibis budget.
The expansion highlights Accor’s strategy to strengthen its presence in the luxury and upscale hotel market in the country. The group will open its first luxury hotel in Indonesia this month, the Sofitel Bali Nusa Dua.
In just three years, the Pullman brand, the group’s upscale brand has established itself in Jakarta and Bali with three hotels: Pullman Jakarta Indonesia, Pullman Jakarta Central Park and Pullman Bali Legian Nirwana. Pullman Bandung City Centre, Pullman Surabaya Supermal and Pullman Ciawi Vimala Hills Resort Spa and Convention are scheduled to open in the next three years.
MGallery, Accor’s collection of high-end hotels, currently has three properties in Indonesia: The Phoenix Hotel in Yogyakarta, The Royal Beach Seminyak Bali and Amarterra Villas Nusa Dua in Bali, a secluded 39-villa resort of tranquillity and serenity which joined the network earlier this year.
Another upmarket highlight for Indonesia in 2013 was the launch of Grand Mercure Maha Cipta, an upscale brand, made to showcase the best local traditions with international standards of hospitality. The recently opened Grand Mercure Jakarta Harmoni was the first property to feature the new Maha Cipta brand concept.
Accor’s expansion plans include not only projects in main destinations such as Jakarta and Bali, but also in second-tier key cities, such as Palu and Kendari in Sulawesi, Samarinda in Kalimantan, Malang in East Java and Padang in West Sumatera.
In 2014, Accor plans to open at least 17 hotels across Indonesia, including hotels in Jakarta, Surabaya, Bali, Makassar, Tangerang Bandung and Semarang.
Photo credit: Jakarta via Bigstock