Indonesian hotel management company Archipelago International has launched its ‘Hotel NEO by Aston’ brand, with the opening of a new hotel in Jakarta.
Archipelago, which was formerly known as Aston International, unveiled the new so-called ‘select-service’ hotel brand in October 2012, promising a “hip and new” range of properties, which provide a “light-filled, visitor-friendly atmosphere”. The first of these properties has now opened its doors; the Hotel NEO Cideng, Jakarta, which offers 103 rooms, two meeting rooms and a restaurant.
“We have been looking forward to bringing the brand to life, which is next to favehotels our second select-service brand, but differs from fave by being a tad more upscale and sophisticated,” said Norbert Vas, Archipelago’s Vice President of Sales & Marketing. “NEO Hotels are best described as ‘budget hotels for grown-ups and serious business travellers’. The NEO Cideng and its soon-to-come sister hotels in Jakarta and Bali are the start of what promises to be a rapid expansion in Indonesia and beyond.”
As mentioned by Vas, Archipelago is planning a rapid expansion for the Hotel NEO by Aston brand, with several more properties scheduled to open in quick succession in Jakarta and Bali. In the Indonesian capital, properties will rise in the Blok M and Mangga Dua areas, while Bali’s Kuta, Legian, Denpasar and Petitenget areas will also see the development of Hotel NEOs. Eventually the brand will be rolled-out to other Indonesian cities, including Yogyakarta, Medan, Surabaya, Semarang, Makassar and Balikpapan.
Like the first opening, all new Hotel NEOs will feature between 90 and 130 rooms, all with Wi-Fi, wall-mounted flat-screen TVs and minibars. Hotel facilities will typically include cafes and meeting space. All Hotel NEO properties will be smoke-free.
Hotel NEO becomes Aston’s sixth brand and joins its existing favehotel collection in the select-service market.