Panorama’s new budget hotel brand to launch in Indonesia
The brand will debut in mid-December 2012 with the open of the first property in the Kelapa Gading area of North Jakarta.
The move marks PHM’s debut in the budget hotel sector. The company currently operates the midscale 101 and upscale Haven brands, with two hotels in Bali. PHM told Travel Daily that it intends to open approximately 15 hotels by year-end 2014.
The new budget brand will be in direct competition with Accor’s ibis brand, which is expanding rapidly in Indonesia, as well as the domestic favehotel and Pop budget labels from Aston International and Tauzia respectively.
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