Santika Hotel Marketing

History

The history of Santika Indonesia Hotels & Resorts can be traced back when Kompas KompasGramedia Group, the largest media company in Indonesia, diversified its business portfolio holding in 1981 embarking into the Hospitality sector.

PT Grahawita Santika was established as the owning and management company of Santika established Indonesia Hotels and Resorts. Their first opening was Hotel Santika Bandung, and after a successful entry into the market development continued to other strategically placed cities around the Indonesia Archipelago, namely, Jakarta, Bandung, Semarang, Cirebon, Surabaya, a Jogjakarta, Pontianak, Kuta and Seminyak Bali, Manado, Makassar and others. Year of 2006 has seen PT Grahawita Santika reorganize and reposition itself in the Indonesian Hospitality sector, which now represents a presence in the differing market or, segments.

PT Grahawita Santika have developed their brand of unique boutique Villa properties known as The Royal Collection under the property names of The Samaya and The Kayana Kayana. The inventory of four star properties will be listed as Hotel Santika Premiere whilst the three star business hotels will remain as Hotel Santika.

The other addition to portfolio is the Amaris brand, which will complete the sustainable growth underpinning Santika's competitive edge which has now repositioned to cater to a wider client base, from two star budget hotels to luxurious villa properties. The company's vision to be the most preferred and the biggest chain hotels and resorts in Indonesia and to be located across the South-East Asia, keep the company moving progressively with its brand valuesIndonesian Home and service motto Hospitality from the Heart.

Strategy behind “Multi brand”

• Shoot all Segments Demographic, Geographic, Behavior • • • Rebranding : Define Positioning Increase Brand Awareness High Industry Market Share

Santika Group Success Factors

Internal • Experiential Marketing Concept Adapt local...