local challenger - hotel santika

Vivi HerlambangCorp Marketing Communication Manager

REBRANDING

INDONESIAN HOME

VISION& MISSION

CHALLENGE•Entering the global market• Becoming an international

player

CHANGE

HOTEL STRUCTURE

BRAND VALUES – INDONESIAN HOME

INDONESIAN HOSPITALITY (keramahan

Indonesia)

FAMILY VALUES (kekeluargaan)

LOCAL TRADITION (tradisi lokal)

NATURAL TOUCH (sentuhan alami)

FRESHNESS (segar)

DIFFERENTIATION

INDONESIAN HOMEOur way of life

Hotel = service industry

You can construct the most

beautiful building,

and purchase the most

luxurious facilities,

But SERVICE – the hardest

part –

is what we Indonesians do

well!

HUMAN RESOURCES

HR = Main asset for Santika JOURNEY TO EXCELLENCE

Five-year program aimed at preparing all aspects of business development, from both an internal and external perspective

Internal : restoring good work ethics, employee mindset, knowledge management, culture of innovation, etc.

External : better understanding of Santika within the wider public from both a business and social responsibility perspective

Turn SANTIKA into a major player in South East Asia Become a world-class company In line with VISION and MISSION

Stage 1 : 2008-2012 – transformation stage Stage 2 : 2012-2016 – expansion stage Stage 3 : 2016-2020 – integration stage Stage 4 : 2020 onwards – accreditation stage

RESULT OCCUPANCY TOWN VS OCC SANTIKA INDONESIA

HOTELPERIOD JAN-DEC

OCC %TOWN HOTEL

Hotel Santika *** 2012 68.26% 77.56%Hotel Santika *** 2011 70.67% 79.21%

HOTELPERIOD JAN-DEC

OCC %TOWN HOTEL

AMARIS 2012 72.27% 82.68%AMARIS 2011 73.11% 77.59%

HOTELPERIOD JAN-DEC

OCC %TOWN HOTEL

Hotel Santika Premiere 2012 70.25% 81.23%Hotel Santika Premiere 2011 73.33% 84.71%

HOTELPERIOD JAN-DEC

OCC %TOWN HOTEL

Royal Collection 2012 67.16% 77.34%Royal Collection 2011 72.68% 75.93%

HOTELPERIOD JAN-DEC

OCC %TOWN HOTEL

GROUP SANTIKA 2012 69.07% 78.91%

GROUP SANTIKA 2011 72.16% 81.29%

1981 – 2006 : 12 Hotels

2007 – 2012 : 41 hotels

-------------------------- +Total Hotel s/d Des’12 : 53

HotelsNEXT OPENING HOTEL

Year 2013

: 18 Hotels

Year 2014

: 22 Hotels

TOTAL HOTEL

RESULT:

CONCLUSION

With its theme “Indonesian Home”, Santika Indonesia Hotels & Resorts has successfully developed a national chain of hotels across the archipelago and beyond, leveraging powerful competitive advantage through its uniquely local ambience and character

AND...

Indonesian Home With “Hospitality from the heart

…..”Is not just a tagline but the way of Santika services

--adalah jiwa yang menjadi dasar pelayanan khas Santika