Cooperating With BUMN, Kemenparekraf Presents Hotels With Local Wisdom

Illustration. (Photo: Doc. Between)

JAKARTA - The Ministry of Tourism and Creative Economy (Kemenparekraf) and the Ministry of SOEs are rebranding three state-owned hotels. Minister of Tourism and Creative Economy (Menparekraf) Sandiaga Salahuddin Uno said the move was an effort to promote local wisdom and uniqueness in every region in Indonesia.

The three hotel units that have a new look include Inaya Putri Bali (5-star hotel) to Merusaka Nusa Dua; Grand Inna Padang (4 star hotel) becomes Truntum Padang. Then Inna Parapat (3 star hotel) became Khas Parapat.

The Ministry of SOEs has established a holding of BUMN hotels in two programs of management and development of state-owned hotel holdings in the future, namely holding ownership implemented by subsidiaries of PT Wijaya Karya (Persero), PT Wijaya Karya Realty, and holding operatorship for HIN which is then handed over to Hotel Indonesia Group (HIG) as a subsidiary.

Minister of Finance Sandiaga Salahuddin Uno, said the decision was a strategic step taken by the Ministry of SOEs. Considering, the number of tourists, especially foreign tourists will be back in line with the opening of the travel corridor in the new tourism direction.

"This is the right time for us to make improvements, because in the midst of this pandemic we have time to think again. It's part of innovation, adaptation, and collaboration, so-called so-called friends also agreed if the parekraf sector becomes a locomotive out of this pandemic. Especially with the rebranding of 3 hotels that have elements of local wisdom we hope to create new opportunities and jobs," he said, in Jakarta, Friday, April 9.

Sandiaga said the ownership and management of the hotel must be separated as the holding of state-owned hotels to facilitate performance. Then with this rebranding program, it is expected to further increase the value of state-owned hotels and build a positive image to guests.

However, sandiaga said, this rebranding should be accompanied by new innovations that are adapted to the current conditions, both in service, products, and human resources.

"In the future, it is expected that we can collaborate together to advance Tourism and Indonesia's creative economy by taking real action to support the recovery of tourism and creative economy," he explained.

Meanwhile, Deputy Minister II of SOE Kartika Wirjoatmodjo said it launched three brands of the previous hotel rebranding program that will be gradually incorporated into the holding of state-owned hotels. Then gradually in 2021 there will be 29 hotels under state-owned enterprises that will do rebranding.

"In the next 3 years we will rebrand 111 hotels, so it is expected that in the future along with the improvement of post-harvest tourism we will already have many new hotels that taste Indonesian and give pride to local brands, as well as carrying local wisdom in their respective regions," he explained.

President Director of HIN Iswandi Said said that his party is determined to be able to professionally manage the state-owned hotel chain with international standards in the midst of the new normal adaptation, while carrying local wisdom or Indonesian hospitality.

"We are ambitious to host in our own country as one of Indonesia's hotel chains. By paying attention to various important elements that are typical of Indonesia, namely sight in the form of Indonesian woven fabrics, sound in the form of traditional Indonesian music, flavors in the form of Indonesian food with international standards, scents in the form of indonesian herbs and aromatics, and a touch of Indonesian hospitality," he said.