Personalized services offered to survive in crisis<\/p>\n
Rita A. Widiadana
\nThe Jakarta Post
\nDenpasar<\/p>\n
As Indonesia's most prominent tourist island, Bali is
\nfull of beautiful and fashionable hotels.<\/p>\n
Numerous star-rated and nonstar-rated hotels have been in keen
\ncompetition to provide the best services. During the tourist boom
\nbetween l990 and l997, each categorized hotel has its own market.<\/p>\n
During that period, the occupancy rates of five-star hotels
\nreached almost 90 percent during peak seasons and on public
\nholidays, while non-star hotels accommodated mostly local and
\nstudent visitors. The hospitality industry grew rapidly in Bali
\nduring the l990s.<\/p>\n
To accommodate the flood of foreign and domestic tourists,
\nhundreds of luxury hotels, exclusive restaurants and cafes
\nemerged, mostly in the tourist centers of Kuta, Sanur, Nusa Dua
\nand Ubud. Currently, Bali has almost 15,000 hotel rooms. The
\nnumber could have been inadequate if tourism had continued to
\nflourish.<\/p>\n
But since Indonesia was hit by a multidimensional crisis in
\nl997, the country's tourist industry was forced to swallow a very
\nbitter pill. The industry again entered a bleak period after the
\nSept. 11 terrorist attack on the World Trade Center in New York.
\nAs global travelers were too afraid to fly, Bali's tourism
\nactivities were heavily affected by the decrease in tourist
\narrivals, leaving many hotel rooms, especially at star-rated
\nhotels, empty for more than four months.<\/p>\n
The average occupancy rate is 40 percent to 45 percent at
\npresent. But many of Bali's hoteliers are still optimistic.<\/p>\n
In addition to five-star luxury hotels and non-star hotels,
\nBali has abundant small-scale, exclusive and private hotels,
\nvillas and bungalows catering to upscale clients.<\/p>\n
Those hotels and villas, with five-star hotel facilities, are
\npopularly called boutique hotels, which have survived the
\ncritical time.<\/p>\n
As Parwati Bauch, owner of Matahari Beach Hotel in Pemuteran,
\nNorth Bali, explained that the concept of most boutique hotels in
\nBali is to provide personalized services in a warm and friendly
\natmosphere.<\/p>\n
\"There are many people from overseas who want to spend their
\ntime in Bali doing different things so we have to offer
\ndistinguished services,\" said Parwati.<\/p>\n
She said every boutique hotel has its own market and specific
\nmarketing strategy. \"My hotel is linked to the Relais & Chateaux
\nAssociation which deals with the marketing of world independent
\nhotels, mostly in Europe,\" she said.<\/p>\n
The hotel's general manager, Jany-Michel Fourre, said Matahari
\nBeach Resort has a relatively secure market. \"Our guests are
\nmostly regulars who have stayed here two to five times,\" he
\nmaintained.<\/p>\n
Matahari Beach Resort and Spa, overlooking the Java Sea next
\nto Bali Barat National Park, is one of the island's only luxury
\nhideaways off the beaten track. The hotel is located 37 miles
\nwest of Singaraja on the north west coast of Bali.<\/p>\n
The property has 32 rooms in 16 bungalows all handmade by
\nlocal artisans and architects and blessed with a token mythical
\nstone that guards every door to ensure peace and tranquility for
\nguests, who pay between US$250 and $500 per night to experience
\nsuch luxury.<\/p>\n
While many five-star hotels offer discounts, these boutique
\nhotels offer excellent service.<\/p>\n
Their affluent guests, who include Hollywood stars and
\nEuropean nobility, think nothing of spending thousands of dollars
\nto experience the uniqueness of the hotels and, of course, to
\nexplore Balinese culture.<\/p>\n
There are now a number of boutique hotels scattered across
\nBali. Each has its own specialties and characteristics.<\/p>\n
Hotel Tugu Bali and Villa Tugu Bali, for instance, is located
\nin the ancient village of Canggu along a broad sandy beach
\nnestled among lush paddy fields near the Batu Bolong temple, one
\nof Bali's most sacred temples.<\/p>\n
The hotel is famous for its architecture and interior that
\ntries to reflect the art, culture and history of Indonesia, and
\nBali in particular.<\/p>\n
\"We want Tugu Bali guests not only to enjoy the amenities of
\nthe hotel, but to become involved in Balinese tradition,\" said
\nAnhar Setjadibrata, owner of Hotel Tugu.<\/p>\n
He called his property a museum boutique hotel in Indonesia.
\nIt is home to some priceless Indonesian artwork.<\/p>\n
\"Tugu Bali commemorates the forgotten history and heritage of
\nBali, while offering exceptional hospitality and personalized
\nservices,\" claimed Setjadibrata.<\/p>\n
Comprising 26 exquisitely designed suites, the hotel is a
\nlivable as well as living museum.<\/p>\n
Cahaya Dewata Hotel is nestled in the small village of
\nKedewataan Ubud in Gianyar. It has only 33 rooms and was built in
\nl983. Opened in Ubud in 1996, the Chedi is perched high above the
\nAyung River in the traditional mountain village of Payangan, just
\nfive kilometers from Ubud.<\/p>\n
\"The tranquility of the location, combined with spectacular
\nviews and expertise, has created a special type of resort,
\nperfectly suited to the relaxed nature of Ubud,\" said John G.
\nLaing, general manager of the Chedi.<\/p>\n
The Chedi has 54 deluxe rooms and six suites. The rooms are
\ncontained in two-story buildings set into the banks of the river
\nvalley. Ground-floor rooms feature a large garden terrace and
\nopen-air private showers, while upstairs rooms include a wide
\nbalcony.<\/p>\n
Contemporary design merges with traditional Balinese
\narchitecture at the Chedi. Other facilities include 24-hour room
\nservice; a library and meeting room; a cultural center where
\nguests can learn Balinese dance and art.<\/p>\n
Pansea Bali is another exclusive boutique resort on Bali's
\nfamed Jimbaran Bay, just 10 minutes drive from Ngurah Rai
\nInternational Airport.<\/p>\n
Set in four acres of glorious gardens and in perfect harmony
\nwith nature are 41 exclusive villas surrounded by lush foliage
\nand enclosed within stone walls under traditional rice-straw
\nthatched roofs.<\/p>\n
What really distinguishes these boutique hotels from others is
\nthat all guests are treated individually. They are built like
\nprivate houses with a touch and flavor of international-standard,
\nfive-star hotels.<\/p>\n
\"Our guests are often surprised when our staff greet them by
\nname and serve them from the heart. These are our plus points to
\nmaintain our guests,\" noted Michel Fourre of Matahari Beach
\nResort.<\/p>",
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