Personalized services offered to survive in crisis

Personalized services offered to survive in crisis

Rita A. Widiadana
The Jakarta Post
Denpasar

As Indonesia's most prominent tourist island, Bali is
full of beautiful and fashionable hotels.

Numerous star-rated and nonstar-rated hotels have been in keen
competition to provide the best services. During the tourist boom
between l990 and l997, each categorized hotel has its own market.

During that period, the occupancy rates of five-star hotels
reached almost 90 percent during peak seasons and on public
holidays, while non-star hotels accommodated mostly local and
student visitors. The hospitality industry grew rapidly in Bali
during the l990s.

To accommodate the flood of foreign and domestic tourists,
hundreds of luxury hotels, exclusive restaurants and cafes
emerged, mostly in the tourist centers of Kuta, Sanur, Nusa Dua
and Ubud. Currently, Bali has almost 15,000 hotel rooms. The
number could have been inadequate if tourism had continued to
flourish.

But since Indonesia was hit by a multidimensional crisis in
l997, the country's tourist industry was forced to swallow a very
bitter pill. The industry again entered a bleak period after the
Sept. 11 terrorist attack on the World Trade Center in New York.
As global travelers were too afraid to fly, Bali's tourism
activities were heavily affected by the decrease in tourist
arrivals, leaving many hotel rooms, especially at star-rated
hotels, empty for more than four months.

The average occupancy rate is 40 percent to 45 percent at
present. But many of Bali's hoteliers are still optimistic.

In addition to five-star luxury hotels and non-star hotels,
Bali has abundant small-scale, exclusive and private hotels,
villas and bungalows catering to upscale clients.

Those hotels and villas, with five-star hotel facilities, are
popularly called boutique hotels, which have survived the
critical time.

As Parwati Bauch, owner of Matahari Beach Hotel in Pemuteran,
North Bali, explained that the concept of most boutique hotels in
Bali is to provide personalized services in a warm and friendly
atmosphere.

"There are many people from overseas who want to spend their
time in Bali doing different things so we have to offer
distinguished services," said Parwati.

She said every boutique hotel has its own market and specific
marketing strategy. "My hotel is linked to the Relais & Chateaux
Association which deals with the marketing of world independent
hotels, mostly in Europe," she said.

The hotel's general manager, Jany-Michel Fourre, said Matahari
Beach Resort has a relatively secure market. "Our guests are
mostly regulars who have stayed here two to five times," he
maintained.

Matahari Beach Resort and Spa, overlooking the Java Sea next
to Bali Barat National Park, is one of the island's only luxury
hideaways off the beaten track. The hotel is located 37 miles
west of Singaraja on the north west coast of Bali.

The property has 32 rooms in 16 bungalows all handmade by
local artisans and architects and blessed with a token mythical
stone that guards every door to ensure peace and tranquility for
guests, who pay between US$250 and $500 per night to experience
such luxury.

While many five-star hotels offer discounts, these boutique
hotels offer excellent service.

Their affluent guests, who include Hollywood stars and
European nobility, think nothing of spending thousands of dollars
to experience the uniqueness of the hotels and, of course, to
explore Balinese culture.

There are now a number of boutique hotels scattered across
Bali. Each has its own specialties and characteristics.

Hotel Tugu Bali and Villa Tugu Bali, for instance, is located
in the ancient village of Canggu along a broad sandy beach
nestled among lush paddy fields near the Batu Bolong temple, one
of Bali's most sacred temples.

The hotel is famous for its architecture and interior that
tries to reflect the art, culture and history of Indonesia, and
Bali in particular.

"We want Tugu Bali guests not only to enjoy the amenities of
the hotel, but to become involved in Balinese tradition," said
Anhar Setjadibrata, owner of Hotel Tugu.

He called his property a museum boutique hotel in Indonesia.
It is home to some priceless Indonesian artwork.

"Tugu Bali commemorates the forgotten history and heritage of
Bali, while offering exceptional hospitality and personalized
services," claimed Setjadibrata.

Comprising 26 exquisitely designed suites, the hotel is a
livable as well as living museum.

Cahaya Dewata Hotel is nestled in the small village of
Kedewataan Ubud in Gianyar. It has only 33 rooms and was built in
l983. Opened in Ubud in 1996, the Chedi is perched high above the
Ayung River in the traditional mountain village of Payangan, just
five kilometers from Ubud.

"The tranquility of the location, combined with spectacular
views and expertise, has created a special type of resort,
perfectly suited to the relaxed nature of Ubud," said John G.
Laing, general manager of the Chedi.

The Chedi has 54 deluxe rooms and six suites. The rooms are
contained in two-story buildings set into the banks of the river
valley. Ground-floor rooms feature a large garden terrace and
open-air private showers, while upstairs rooms include a wide
balcony.

Contemporary design merges with traditional Balinese
architecture at the Chedi. Other facilities include 24-hour room
service; a library and meeting room; a cultural center where
guests can learn Balinese dance and art.

Pansea Bali is another exclusive boutique resort on Bali's
famed Jimbaran Bay, just 10 minutes drive from Ngurah Rai
International Airport.

Set in four acres of glorious gardens and in perfect harmony
with nature are 41 exclusive villas surrounded by lush foliage
and enclosed within stone walls under traditional rice-straw
thatched roofs.

What really distinguishes these boutique hotels from others is
that all guests are treated individually. They are built like
private houses with a touch and flavor of international-standard,
five-star hotels.

"Our guests are often surprised when our staff greet them by
name and serve them from the heart. These are our plus points to
maintain our guests," noted Michel Fourre of Matahari Beach
Resort.