In the lap of luxury at new Amanjiwo holiday resort

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.