The pandemic has changed the lifestyle of today's people, who prefer to vacation in domestic destinations. This can be seen from the increase in room occupancy of star-rated hotels in Indonesia in November 2021, which reached an average of 47.83% or an increase of 7.69% compared to November 2020, which amounted to 40.41%. Liberta Hotel International successfully optimized this trend change, known as a business expansion strategy for a hotel operator & management. Niken Prawesti, Liberta's CEO, stated that Liberta's increased role and function as a hotel operator & management is to answer the needs of today's society. "We understand that people now want more than just a stay with a varied, complete leisure quality, and of course, by various trends and lifestyles today. Liberta answers this by offering a variety of different accommodation concepts so that they can meet the needs of their respective market segments. This is the basic definition of the Lifestyle Hospitality concept that we carry," said Niken Prawesti, CEO of Liberta, at the Liberta Press Conference held in Jakarta (10/6/2022). With the vision of providing exclusive, inclusive, and extraordinary hospitality services and concepts, Liberta becomes a Lifestyle Hospitality by providing additional services to ensure customers, and guests get more vacation experiences than imagined. In line with this mission, Liberta presents a wide selection of hotels and properties with various accommodation concepts according to market segmentation and needs, namely Liberta Home (Residential), Liberta Hub (Hub Hotel), Liberta Hotel (3-Star), and Liberta Portfolio (4-star and resorts type) such as Mexolie Hotel Kebumen, Amanuba Rancamaya, and Amarta Hills Malang. "Our property growth is significant, from 5 properties in 2020 targeted to 17 by the end of 2022. While the number of room inventory has grown from 406 rooms in 2020 (with an average occupancy of 50%), reaching 1500 rooms (with an average occupancy of 65%) in 2022," Niken added. All properties owned and managed by Liberta are designed to meet people's needs for an authentic vacation experience, supported by instagramable interior designs, supporting facilities located in strategic areas, and at reasonable prices. These various features then prompted the birth of #IAmLibertan as a sustainable platform connecting individuals with the same passion and interest. "Liberta sees the uniqueness of each individual who has different passions and interests, so we create more inclusive services so that they can reflect the needs of today's society through #IAmLibertan. One of the things we can show is the Special Room for gamers at Liberta Hub Blok-M. This room is specially designed for gamers with various gaming tools and the right ambiance," Niken explained. In addition, #IAmLibertan can also be used as a place to embrace the community. With various kinds of activations that will be carried out with The Community, Liberta also provides benefits for #IAmLibertan members, one of which is to be able to use the facilities in Liberta as a place to carry out various positive activities. Musician and Vocalist Bara Suara, Asteriska also shared her experience choosing accommodation while on vacation and at work. "Choosing accommodation on vacation and work is equally important to me. Because I like to explore new places, I expect the accommodation to be a place to rest and find inspiration for my work and offer an experience that is not just a stay," said Asteriska. Some of the main factors in choosing accommodation, according to Asteriska, include comfort, cleanliness, complete facilities, attractive interior design, and friendliness in service. "When all of that is in one accommodation, I think it is a complete package of Lifestyle Hospitality. It was as if I was being 'pampered' by the various facilities and services, and I really liked that. This experience can make me want to stay again and recommend the accommodation to my family and friends," She concluded.
Tourism and Creative Economy Minister Sandiaga Salahuddin Uno witnessed the signing of a partnership between PINA Indonesia and Liberta Hotel International (LHI). This cooperation is believed to increase tourism.
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To grow acceleration and increase the potential of human resources in the hospitality industry, Liberta Hotel International (LHI) as a Hotel Operator and Management
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Liberta Hotel International atau Liberta melakukan ekspansi bisnis selaku hotel operator and management.
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