ARTOTEL Group today announced the formation of a strategic alliance with Far East Hospitality (FEH). Under the terms of the partnership, the two parties will collaborate across operations, cross-branding exposure, and training to strengthen their respective businesses across markets.
As affiliated brands, ARTOTEL Group will work with Far East Hospitality to expand its presence in Southeast Asia at a regional level, introducing ARTOTEL’s hospitality brands to FEH’s network. For Far East Hospitality, the partnership with ARTOTEL Group will allow FEH to enhance its presence in Indonesia—Southeast Asia’s largest market—and gain meaningful market share. In Indonesia, ARTOTEL will represent FEH brands, especially its luxury brands, through the Group’s distribution channels and ecosystem.
In terms of business growth, both sides will prioritize one another in partnerships and new business opportunities within select jurisdictions of interest. ARTOTEL Group and Far East Hospitality will also conduct training exchanges to share industry best practices and increase internal knowledge and expertise across markets.
As a diversified hospitality and lifestyle group, ARTOTEL Group covers a wide range of offerings, including Integrated Hospitality (stay), Food & Beverage (dine), Creative Event Management (play), and Artsy Merchandising (shop). Positioning itself for the future, ARTOTEL is rolling out 29 new properties in its pipeline across Indonesia, which will bring the total number of properties under the ARTOTEL brand to 50. The Group has emerged from 2020 with a forward-thinking position, streamlining operations to weather the current downturn while investing in post-market recovery opportunities. The company expects resurgent growth in 2021 with the bounce back of Indonesia’s domestic tourism industry and is working closely with strategic partners such as FEH to support the recovery of the industry.
As a dynamic hospitality group, FEH operates a combined portfolio of more than 16,500 rooms under its management across 100 hotels and serviced residences in eight countries. Taking a customer-focused approach, Far East Hospitality has always segmented its brands based on travelers’ profile—urban explorers, wellness conscious, social connectors, and conventional travelers to name a few. This is a unique style of hospitality that anticipates and addresses the needs of today’s new generation of discerning travelers. The Singapore Hotel Company has also continued to forge ahead with local and regional expansion plans with two properties opening in the first quarter of 2021 and more are in the pipeline this year despite the pandemic.
“Singapore and Indonesia are key inbound markets for our respective tourism sector. As such, we see strong synergies for both countries. ARTOTEL Group also has a large distribution in Indonesia where we do not have a presence in. From a brand architecture perspective, it fits into a niche segment which we are currently not represented. Amid discussions to explore a ‘travel bubble’ between both countries, we look forward to leveraging the strength of our combined portfolio to appeal both domestically and regionally,” said Arthur Kiong, Chief Executive Officer of Far East Hospitality.
“This strategic alliance is built off a common vision between ARTOTEL Group and Far East Hospitality. Our shared dedication to delivering excellence through hospitality and lifestyle offerings creates opportunities for mutual growth as Southeast Asia emerges into the post-pandemic era. We are excited to partner with the FEH management team, exchanging expertise and best practices in operating boutique hospitality and lifestyle brands across borders. We look forward to providing FEH with our expertise and resources in Indonesia to support their growth in Southeast Asia’s largest consumer market,” said Erastus Radjimin, Founder and CEO, ARTOTEL Group.