Expanding Plateno targets Chinese tourists in Indonesia

Plateno's Hansen Zhao addresses the Hospitality Investment Conference Indonesia in Jakarta.
Plateno’s Hansen Zhao addresses the Hospitality Investment Conference Indonesia in Jakarta.

Plateno Group, the Chinese hotel company, is planning a major expansion of its portfolio in Indonesia, in an effort to cater to the rising number of Chinese tourists visiting the country.

The company, which was acquired by Shanghai-based Jin Jiang Hotels last year, currently has 10 hotels either open or under development in Indonesia. But it is planning to grow this collection to 50 hotels, making Indonesia the company’s second largest market after China.

The Indonesian government recently announced plans to attract 2.1 million Chinese tourists in 2016. And in an effort to “meet the growing influx of Chinese tourists”, Plateno is planning to develop a series of new budget and midscale hotels across the country, driven by its 7 Days brands.

“More and more Chinese tourist[s] are choosing Indonesia as their holiday destination and are looking to stay with brands they trust,” said  Hansen Zhao, vice president & general manager of Plateno’s international business unit, who was speaking at the Hospitality Investment Conference Indonesia in Jakarta.

The 7 Days Premium Kuta, Bali
The 7 Days Premium Kuta, Bali

“7 Days Premium is our leading international brand offering three-star accommodation at two-star prices and is specifically tailored to meet Chinese consumer needs. It’s a brand they know and trust. It fits well with Chinese visitors, but also aspiring Indonesians who want better quality and service at a great price,” he added.

Currently, Plateno operates its 7 Days Premium brand in Bali and Medan, a Zmax-branded midscale hotel Lombok, and The Mirah Bogor, which is in the process of being rebranded as a 7 Days Premium.

“Plateno Group in Indonesia will be focusing on budget brands such as 7 Days Inn, 7 Days Premium and Pi Hotel, which targets budget travellers as the market segment. We consider that economy and midscale hotel categories catered to the rapidly growing domestic markets,” said Tyagita R. Hermawan, the company’s regional marketing communications manager for Southeast Asia & Australasia.

Following its takeover by Jin Jiang in 2015, which also owns Louvre Hotels, Plateno now forms part of one of the world’s largest hotel groups.

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