#Aston branches into luxury #hotels

In an effort to capture new market segments, #Indonesia’s Aston International has launched luxury brand Alana, alongside mid-market two-tiered brand Neo and Neo+.

Citing Starwood’s W Hotels as a benchmark, Norbert Vas, vice president of sales and marketing, said Alana would also be a luxury lifestyle brand.

On the other hand, Neo and Neo+ will cater to hotel developers who are keen on mid-market properties that are more playful and less standardised, with features like a garden in the lobby and communal tables in restaurants. Neo is postioned as a two-star-plus product that will cost more than Aston’s two-star favehotel, while Neo+, with larger rooms and more facilities such as a spa, will be priced higher than Aston’s three-star Quest.

Under construction are four Neo properties in Jakarta and Bali and four Alana properties in Bali, Jogjakarta and Surabaya.

Said Vas: "With the exception of five-star properties Grand Aston City Hall in Medan and Grand Aston Jogjakarta, our hotels mostly cater to the mid-market. However, many developers have expressed the need to develop luxury properties and have asked Aston to manage them.”

Read the full article, click here

The upcoming event – Hospitality Investment World Indonesia 2012, will bring together all key stakeholders in the development of , investment in, hotel and short term accommodation properties in Indonesia.

If you would like to benefit from targeted brand association and strategically present your business case, then contact me at gavin.harris@terrapinn.com or call +65 6322 2748