Aston International becomes Archipelago

Archipelago's favehotel brand is among its most popular

Jakarta-based hotel management company, Aston International, has been renamed Archipelago International.

This new corporate entity will serve as the group’s umbrella organisation, although the company’s hotel brand names, including Aston, will remain the same.

In making the switch, the company explained that as ‘Aston’ is now only one of several hotel brands in its portfolio, it was “no longer suitable as a name for a management company”. The company has expanded its portfolio of brands in recent years and now operates nine separate labels – Grand Aston, Aston, Aston City, Alana, Harper, Quest, favehotel, NEO and Kamuela – ranging from budget hotels to luxury pool villa resorts.

“With Archipelago, we have the intention of creating a platform that allows each brand to showcase and highlight its individual hotels and enables different personalities to shine,” said Norbert Vas, Archipelago’s vice president of sales & marketing. “Our aim is for each hotel brand to be recognised as best in class and to exceed guest’s expectations in accommodation, amenities and personal attention.”

Archipelago International has 60 operational hotels, mainly in Indonesia but also in Malaysia and the Philippines, with another 80 in the pipeline. This year it will launch the upscale Alana brand, with a debut property in the Seminyak area of Bali.

By Mark Elliott, 20 January 2013, Sunday 1:11 AM