Indonesian homegrown luxury brand, Hotel Tentrem Group, is stepping up its sales and marketing strategy to target the regional Asia-Pacific business events market by participating in major international tradeshows.
Sunu Prabowo, corporate director of sales and marketing, explained that adding a flagship Jakarta property last year gave the Central Java-founded group the reach it needed to market its Yogyakarta and Semarang properties to a broader regional audience.
“Our active tradeshow participation as a unified group just started recently. When we only had Hotel Tentrem Yogyakarta, our evaluation was that major international travel marts were not necessary yet due to limited direct air connectivity,” Sunu explained.
With Jakarta offering direct international flights, and Semarang now connected to Singapore and Kuala Lumpur via Scoot and AirAsia, promoting the properties together allows the group to capture multi-city corporate roadshows, transit incentives, and regional delegates under one brand ecosystem.
This expansion also aims to build a resilient business mix that shields the group from domestic policy shifts and government budget fluctuations, while avoiding price wars through a balanced leisure and corporate portfolio. Business events currently account for 40 to 50 per cent of the group’s total revenue.
Hotel Tentrem Group’s portfolio offers substantial capacity across its three properties. The 274-room Hotel Tentrem Yogyakarta features a dedicated convention area anchored by a grand ballroom with 15-metre ceilings and capacity for 950 seated guests, as well as nine breakout rooms. In addition, the 211-room Hotel Tentrem Semarang houses a ballroom for 665 seated guests and nine breakout rooms, while the 200-room Hotel Tentrem Jakarta provides 11 meeting spaces including a grand ballroom capable of hosting up to 800 people.
Sunu told TTGmice: “In Yogyakarta, business events yield higher revenue than weddings, though we still rely heavily on government and domestic corporate bookings. Occasionally we host regional meetings – during the 2022 G20, Hotel Tentrem Yogyakarta secured nine out of 10 sub-meetings due to our comprehensive facilities and high ceilings.”
