In the lap of luxury at new Amanjiwo holiday resort
By Tedy Novan
BOROBUDUR, Central Java (JP): The gripe of the rich and famous about never finding a private moment gets short shrift among the rest of us trapped in the rat race.
But when celebrities want to turn their back on the lenses of the media and get away from it all, many of them flick anxiously through their Rolodex for the nearest location of an Amanresort.
The late Diana, Princess of Wales, did manage to elude the press hounds at least once when she vacationed at the Amanwana in Moyo, Sumbawa, in 1994.
Actor Robert De Niro enjoyed a taste of sumptuous privacy when he stayed at the Amanusa in Nusa Dua, Bali, another one of the 13 hotels worldwide in the Amanresort chain.
Amanresorts are synonymous with upholding the right of guests to vacation in the lap of luxury, but free from outside intrusions.
"We guarantee the privacy of all our guests," said Mark Edleson, president of PT Jawa Express Amanda Indah, which oversees the five Amanresorts in Indonesia.
While most hotels emphasize strategic locations and open their doors wide to the public, Amanresorts keep their guest numbers limited and choose quiet locations off the traditional tourist beaten track.
Amanresorts have now made their way to Java with the opening of Amanjiwo Resort here, a kilometer away from the hallowed surroundings of the Borobudur temple. Minister of Tourism, Post and Telecommunications Joop Ave inaugurated the hotel on Oct. 16.
As with other the Amanresorts, Amanjiwo is in an incongruous location, the tiny village of Majaksingi. Few people would expect an international hotel to be found in the undistinguished village, and there is no sign pointing the way to the hotel along the simple asphalted road.
As expected, the design for the hotel borrows from Borobudur -- 35 cottages form a semi-circle around the main building, a taller structure with a dome resembling a temple stupa.
From the large terrace on the main building, visitors can drink in the stunning view of the nearby temple and the four volcanoes surrounding it.
"Our concept for the hotel is natural and cultural," Edleson said.
The hotel is set among a patchwork of rice fields, of which the management has bought nine hectares to ensure the panorama remains unspoiled. Farmers continue to live off the land, and hotel guests may also try their hand at farming.
Other points of interest in the area are natural caves, archeological sites and the simple pace of village life.
The simple designs of the cottages -- almost bunker-like in appearance -- gives the impression of an ideal place to hole up and free oneself from life's troubles.
The spartan outside appearance is deceptive, however, as each of the 20 deluxe suites, 14 pool suites and one presidential suite is equipped to pamper everyone who steps into them. Escape from all that troubles on the outside is assured as TVs are banished from the rooms.
Deluxe suites have outdoor sunken bathrooms, while the pool and presidential rooms have 20 square meter plunge pools. A staff of five is assigned to each guest.
The presidential suite is the ultimate place to wallow in luxury. In addition to two bedrooms, there is a dining room on the balcony and round-the-clock service by a cook, housekeeper, driver, security guard and guide.
Other amenities include a swimming pool, tennis court, a bar open from afternoon until late into the night, gallery, boutique, a library crammed with thousands of books and CD-ROMS on art and culture.
This all comes at a pretty price: US$460 per night for the deluxe suite, $600 for the pool suite and $1,600 for the presidential.
"Our target is the upper class," Edleson said. "We are not going for high accommodation rates."
Accommodation rates of 30 percent are considered good for Amanresorts.
Marketing and promotions are discrete, channeled through regional headquarters at the Amanusa in Bali, a travel agency in Jakarta and the head office in Hong Kong.
Amanjiwo is listed as a three-star resort, even though its services are clearly up to five-star standards.
"What status should I give this hotel?" Minister Joop reportedly asked during the hotel inauguration ceremony. "Three stars? But the service and facilities are as good as a five-star hotel."
Edleson said the Amanresort chain strived to provide a unique experience in a peaceful, private environment. This means a location far from teeming urban centers.
"Yogyakarta is now very crowded," he said, adding that Amanjiwo is strategically located for access to tourist attractions in both Central Java and Yogyakarta.