There are several aspects of the alliance aimed at developing the business of both parties, including in the operational field and strengthening infrastructure through employee training activities. This collaboration also benefits Far East Hospitality in reaching the Indonesian market.
Indonesia’s leading boutique hospitality and lifestyle group, Artotel Group recently announced the formation of a strategic alliance with Singapore’s leading hospitality provider, Far East Hospitality (FEH). This collaboration was kicked off by the signing of the Strategic Alliance Agreement on 20 April 20 last year.
In the midst of the condition of the Indonesian tourism industry which was, at that point, not recovering due to the Covid-19 pandemic, this collaboration is a new breakthrough for Artotel Group whereby the company can realize its dream of expanding its business network to the Southeast Asian regional level.
Under the terms of the partnership, both parties will collaborate across operations, branding, and training exchanges to share industry best practises and increase internal knowledge and expertise as well as support business growth across markets.
As part of the agreement, both Artotel Group and FEH will be represented as an “Affiliate Brand” on the respective parties’ distribution channels and ecosystem. Artotel Group will work with FEH to expand its presence in Southeast Asia at a regional level, introducing Artotel’s hospitality brand to FEH’s network. For FEH, the partnership with Artotel Group will allow FEH to enhance its presence in Indonesia and gain meaningful market share.
“Singapore and Indonesia are key inbound markets for our respective tourism sector. As such, we see strong synergies for both countries. Artotel Group also has a large distribution in Indonesia where we do not have a presence in. From a brand architecture perspective, it fits into a niche segment which we are currently not represented in. Amid discussion to explore a ‘travel bubble’ between both countries, we look forward to leveraging the strength of our combined portfolio to appeal both domestically and regionally.” Said Arthur Kiong, CEO of Far East Hospitality.
While Founder and CEO of Artotel Group, Erastus Radjimin also said, “This strategic alliance is built off a common vision between Artotel Group and Far East Hospitality. Our shared dedication to delivering excellence through hospitality and lifestyle offerings creates opportunities for mutual growth as Southeast Asia emerges into the post-pandemic era. We are excited to partner with FEH management team, exchanging expertise, and best practises in operating boutique hospitality and lifestyle brands across borders. We look forward to providing FEH with our expertise and resources in Indonesia to support their growth in Southeast Asia’s largest consumer market.”
Far East Hospitality Brings Two Brands in Indonesia
During his visit to Jakarta on 13 September, CEO of FEH Arthur Kiong and CEO Artotel Group Erastus Radjimin held another meeting, signaling that the partnership between the two companies had begun.
In his meeting with reporters, Arthur Kiong said that the collaboration between Artotel Group and FEH would be realized by opening two brands managed by FEH, namely Quincy and Oasia. Those properties will be opened in Jakarta, Bali, and Surabaya in 2025,
"This collaboration was established because of the shared vision between us and FEH in managing boutique hotels with today's lifestyles and the desire to help each other in business development in the Southeast Asia region," Erastus Radjimin explained.
Both Quincy and Oasia are brands that prioritize lifestyle with each uniqueness. At Quincy, guests will be given greater flexibility and flexibility in terms of check-in or check-out and including food and beverage services. While Oasia is an inn for travelers who want to take a fitness tour.
These brands are two of the ten hotel brands that are part of the FEH portfolio. The other brands are Rendezvous, Village, Far East Collection, Adina Hotels, Vibe Hotels, Travelodge Hotels, and TFE Hotels Collections which has existed in eight countries, namely Australia, Denmark, Germany, Hungary, Japan, Malaysia, New Zealand, and Singapore.