REBRANDING EXERCISE FOR STATE-OWNED HOTELS IN INDONESIA

A massive task has been taken on by Indonesia’s Ministry of Tourism and of the Creative Economy to rebrand 111 hotels belonging to the government. The task will be conducted in conjunction with the Ministry for State-Owned Enterprises.

According to a communication from the Minister of Tourism, Sandiaga Uno, the rebranding is seen as a strategic step. It will open a new era in reconquering international travellers, once restrictions are lifted.

Three hotels have already undergone a name change. They are the Hotel Inaya Putri Bali – now the Hotel Merusaka; the Hotel Grand Ina Padang (West Sumatra) has become the Hotel Truntum; and the Hotel Inna Parapat (North Sumatra) has become the Hotel Khas Parapat. These hotels will be turned into “embassies” of tradition and local cuisine of the provinces in which they are located.

According to the Deputy Minister of the Ministry of State-Owned Enterprises, “In a phased approach, this year will see 29 hotels rebranded. In the coming three years, 111 hotels will undergo rebranding.”

Commenting on the changes, Mr Uno explained that the pandemic “had provided Indonesia with the time needed to review and consider many tourism issues. Changing names is part of overall efforts to innovate, adapt, and collaborate in the tourism sector.”