Pan Pacific Hotel Group makes ambitious return to Indonesia

Singapore-based Pan Pacific Hotel Group (PPHG) has marked its return to Indonesia, following six years of absence, with a new opening and two more up its sleeves.

The hotel company opened the 180-unit Parkroyal Serviced Suites Jakarta last January.

Two more will follow – the 158-key Pan Pacific Jakarta in mid-2024 and the 178-key Parkroyal Jakarta in 4Q 2024.

Brea: confidence in Indonesia’s tourism potential

All three properties will be housed in the 95-storey Luminary Tower in the Thamrin Nine mixed-use complex. The serviced suites, now in operation, occupy levels 73 to 82. Pan Pacific Jakarta will be on levels 83 to 89 while Parkroyal Jakarta will be on the lower levels.

PPHG’s reentry comes at a competitive time when Jakarta is seeing a boom in new upscale hotels and residences.

Ed Brea, complex general manager of the three properties, told TTG Asia that PPHG’s owner, UOL Group, is confident about Indonesia and committed too.

“Unlike most international brands here, PPHG not only manages but also owns both Parkroyal Serviced Suites and Pan Pacific Jakarta. On top of that, we manage the hotel (Parkroyal Jakarta) belonging to the contractor,” he said.

Such confidence stems from the fact that Indonesia is one of the fastest growing economies in South-east Asia, which will entice international business, according to Brea, who added that the country’s sizeable young population and huge domestic market altogether make Jakarta an underrated business city.

Brea said: “(Being a new kid on the block), I guess it is our advantage to have three products that target three different market segments, in an area where no new hotels were built for years. All the major hotels here (along the Sudirman-Thamrin Streets) are matured properties.”

He said the opening of Parkroyal Serviced Suites was well positioned to capture a market that is not tapped into.

“We chose to open the serviced suites first because we felt there was a great need for such a property right now. We are running at 30 per cent occupancy within two months of opening,” he added.

Pan Pacific Jakarta will target high-end travellers while Parkroyal Jakarta will cater to those looking for mid-scale accommodation.

Brea expects the three properties to charm various market segments, beyond corporate business, thanks to the availability of meeting facilities and the support of a lifestyle mall and concert hall in the Thamrin Nine complex. An underground access way connecting the complex with the MRT train station will be built for guests’ convenience.

Commenting on the rate strategy in the competitive city, Brea said the three properties have clear distinctions. Parkroyal Serviced Suites presently runs with daily rates, but these will “go away” once the other two properties are open for business.

All three properties will function with one sales and marketing team, ensuring a complementary relationship instead of a competitive one.