SONO Hotels & Resorts Asia has signed a management agreement for a 225-room hotel in Seminyak, Bali, with plans to reposition the property under the SONO Moon brand in 2027.
SONO Hotels & Resorts Asia has signed a Hotel Management Agreement (HMA) with PT Drupadi Management to introduce the SONO Moon brand to Bali, Indonesia. The agreement covers the repositioning of an existing 225-room hotel in central Seminyak, with an opening targeted for the first quarter of 2027. The SONO Moon Bali Seminyak project will combine upgraded hospitality facilities with a contemporary lifestyle concept, strengthening the group’s growing presence in Indonesia.
- SONO Hotels & Resorts Asia has signed a management agreement with PT Drupadi Management for a 225-room hotel in Seminyak, Bali.
- The existing property will undergo repositioning under the SONO Moon brand, with an opening planned for the first quarter of 2027.
- The hotel will offer two swimming pools, a spa, gym, kids’ club, meeting facilities and all-day dining.
SONO Hotels & Resorts Asia expands its Indonesian portfolio
SONO Hotels & Resorts Asia is a hospitality operator focused on hotel management, brand development and expansion across Asian markets. The company is developing its presence in Indonesia through partnerships with local property owners, introducing its hospitality brands to established tourism destinations.
The new agreement with PT Drupadi Management represents another step in this strategy. Rather than developing a hotel from the ground up, SONO will reposition an existing property, introducing a new brand identity while building on its established location and facilities.
The project will also mark the introduction of the SONO Moon brand to Bali. The concept focuses on contemporary accommodation and lifestyle experiences, with an emphasis on connecting guests to the character of the surrounding destination.
Jihong An, Senior Vice President of SONO Hotels & Resorts Asia, said:
“Indonesia is an important growth market for SONO, and Bali continues to be one of the region’s strongest international destinations. With SONO Moon Bali Seminyak, we are bringing together a strong location, an established hotel asset and a brand that fits today’s travelers’ lifestyles and the way they experience destinations such as Seminyak. Our focus is not simply to increase the number of hotels, but to work with the right partners and the right properties where SONO’s brands, international network and wider ecosystem can create sustainable demand and long-term value for mutual growth.”
225-room lifestyle hotel planned in central Seminyak
The property is located in the heart of Seminyak, one of Bali’s established tourism and lifestyle districts. Its central location will provide access to beaches, restaurants, cafés, shopping areas and entertainment venues.
Following its repositioning, SONO Moon Bali Seminyak will offer 225 guestrooms alongside a range of leisure and hospitality facilities. The hotel will feature two swimming pools, a fitness centre, spa, kids’ club and all-day dining.
In addition, the property will include meeting facilities, allowing it to accommodate business gatherings and smaller corporate events alongside leisure stays.
As part of the transformation, selected existing spaces will receive upgrades and new lifestyle-oriented features. The changes aim to create additional opportunities for guests and visitors to socialise, relax and experience the hotel’s surroundings.
Hotel repositioning aims to strengthen the property’s market appeal
The management agreement will allow SONO Hotels & Resorts Asia to introduce its brand standards and commercial capabilities to an established hotel asset. The repositioning strategy focuses on updating the property’s identity while maintaining the advantages of its central Seminyak location.
Herry Budiman, President Director of PT Drupadi Management, said:
“Bali continues to evolve as a global lifestyle destination, and we believe the hotel has significant potential for its next chapter. SONO Moon is a strong fit for both the property and Seminyak, bringing a contemporary lifestyle identity while allowing us to build on the hotel’s established location and facilities. We look forward to working with SONO Hotels & Resorts Asia to strengthen the property’s market position and create long-term value through this partnership.”
The planned improvements will introduce a more contemporary, experience-driven hospitality concept. Meanwhile, the hotel’s existing infrastructure provides a foundation for expanding its leisure, dining and social offerings.
The partners expect the repositioning to enhance the property’s commercial positioning and appeal to travellers seeking accommodation within Bali’s established lifestyle districts.
Local experiences will shape the SONO Moon concept
A central part of the hotel’s new identity will be its connection to Seminyak’s restaurants, cultural attractions, creative communities and entertainment scene.
The repositioning aims to create an accommodation experience that reflects the surrounding neighbourhood rather than operating separately from it. Guests will have opportunities to explore local dining, shopping and lifestyle attractions while using the hotel as a base.
Evan Burns, Area Vice President – Indonesia at SONO Hotels & Resorts Asia, said:
“Seminyak already has such a strong identity, and we want SONO Moon to connect guests naturally with what is around them; the food, culture, neighborhoods and energy that make this part of Bali distinctive. At the same time, the repositioning gives us the opportunity to strengthen the hotel’s product and commercial positioning for its next phase.”
By connecting the hotel’s positioning with Seminyak’s established tourism appeal, the group aims to attract travellers interested in combining comfortable accommodation with dining, culture and entertainment.
Industry outlook: Hotel repositioning supports Bali’s lifestyle hospitality market
The SONO Moon Bali Seminyak agreement highlights the role of hotel repositioning in established tourism destinations. For property owners, partnering with an international hospitality operator can provide access to management expertise, distribution capabilities and a differentiated brand identity.
In competitive destinations such as Seminyak, upgrading existing properties can help operators respond to changing traveller expectations without relying exclusively on new hotel construction. Moreover, lifestyle-focused concepts may appeal to guests who place importance on local experiences, convenient locations and shared social spaces.
However, the success of the project will depend on the quality of the planned upgrades, operational performance and the hotel’s ability to distinguish itself within Bali’s accommodation market.
For SONO Hotels & Resorts Asia, the partnership offers an opportunity to strengthen its Indonesian portfolio through an established property in a recognised international leisure destination.
With the repositioning scheduled for completion ahead of its planned opening in the first quarter of 2027, SONO Moon Bali Seminyak will introduce the group’s lifestyle hospitality concept to Bali while building on the property’s existing facilities and central location.
Source: https://www.traveldailynews.asia/hotels-lodging/sono-moon-bali-seminyak-hotel-2027/