In celebration of its fourth anniversary, Indonesian hospitality company JHL Collections has launched Noema, a new mid-scale resort brand that plays up local experiences.

The first Noema property will open in Bali this December, offering 157 rooms and facilities including a restaurant, swimming pool, spa, and fitness centre. It will differentiate itself from other properties in the same category through architecture, art, interior design and culinary to connect guests with the local environment and traditions.

Satria Wei, executive director of JHL Collections, added: “Noema focuses on offering experiences with a variety of activities, such as cooking classes, sustainable art and craft workshops, as well as wellness programmes. All activities are based on local communities’ values and culture.”

Beyond Noema, the group is also keen to grow its presence in resort destinations. It will debut a new glamping concept on Gili Trawangan island, with 55 luxury tents. It is scheduled to welcome first guests at the end of the year, and will be the seventh property that JHL Collections owns and manages.

Additionally, two new hotels in Bali and Ende, Nusa Tenggara Timur are in the pipeline for 2025.

Venny Hermawan, CEO of JHL Collection, recently revealed plans to expand its business through hotel management in collaboration with capital partners. She aims to manage four hotels from external investors in 2025 and have 24 new managed hotel in the next five years.

Venny added that for the past four years, the company has focused on forming an identity and building service standards defined by LIGHT: Limitless, Integrity, Growth, Helpful, Think Outside of The Box.

“We must first ensure that the company is running properly from upstream to downstream; only then we can be confident to open ourselves up to managing property with investor partners,” she said.

In the long run, JHL Collections aims to enter the international hospitality market, targeting to open its first property in South-east Asia in the next three years.

Source: https://www.ttgasia.com/2024/09/13/jhl-collections-unveils-new-mid-scale-hotel-brand/