Premier Rooms
    Category: Companies & People By : Yessar Rosendar Read : 1198 Date : Saturday, May 11, 2013 - 14:42:28

    Ahmad Zamroni / Forbes Indonesia

    The name Starwood in hotels may not ring an immediate bell, but some of the company's many brands definitely are well known: Sheraton, St. Regis, W and Westin. The latest and most prominent addition to Jakarta's ultra high-end hotel market, the Keraton, is also managed by Starwood, known formally as Starwood Hotels & Resorts Worldwide. “We see Indonesia as a very important market for Starwood. Apart from our partners that are eager to develop hotels, the economic growth of Indonesia is very promising,” says Chuck Abbott, regional vice president for Southeast Asia of Starwood while sitting in the restaurant of the Keraton.

    Quietly, without much fanfare, Starwood has become one of the largest hotel operators in the country, with 14 hotels. According to Chuck, that's only the beginning of the potential growth it sees in this market, which will make Indonesia the largest market for Starwood in Southeast Asia by number of hotels. To be sure, Indonesia is still a small part of the global chain. The U.S.-based Starwood is one of the biggest hotel chains in the world, with 1,134 properties in nearly 100 countries. Yet its history in Indonesia stretches back to the Sheraton Lampung opened 23 years ago in Lampung, which is still operating. (Sheraton was acquired by Starwood in 1998.)

    In Southeast Asia, Indonesia is now the second largest market for Starwood after Thailand by number of hotels. Indonesia today is still an underserved market, and the demand for high-end lodging is expected to far exceed current supply for at least the next three years. In addition to international travelers, domestic travelers are also increasing and demanding more upscale services. To tap the potential market, Starwood currently is building five hotels, including the two recent projects in Jakarta, the St. Regis Jakarta and the W Jakarta that will be a part of Ciputra's Ciputra World, both slated for completion in 2016.