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Clearer distinction for Santika's brands
Mimi Hudoyo, Jakarta, March 25, 2011

WITH a new managerial staff on board, Santika Indonesia Hotels & Resorts will make further refinements to its three brands: the four-star Hotel Santika Premiere, the three-star Hotel Santika and the budget Amaris. This covers product upgrades.


Santika Indonesia Hotels & Resorts' new corporate director of sales and marketing Guido Andriano, who assumed the position last month, said: “My first task is to fine-tune our products and marketing so that each brand is distinctive and the market understands clearly and knows what they can expect from the money they spend.”


Older Premiere properties in Semarang, Jogjakarta, Bali and Manado have gone or are undergoing major renovations using the Jakarta property as a benchmark.


“Santika Premiere has bigger room sizes and more facilities than the Hotel Santika brand and it is more of a lifestyle hotel. So in doing our marketing we are going to highlight the differences,” he said.


For the Amaris brand, Andriano said the bed-and-breakfast concept was still very new in Indonesia. “Our properties in Jakarta are doing very well, as travellers here have understood the concept. But in some areas outside Java, a hotel is still perceived to have full services including a swimming pool.”


Santika has 25 properties that will enter the market from now until 2012.


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