Aerowisata Hotels & Resorts is a division of PT Aero Wisata, a hospitality company and subsidiary of PT Garuda Indonesia. The company aims to operate 35 hotels by 2017.
This extensive rebranding program was undertaken to sharpen Aerowisata Hotels & Resorts’ edge in an increasingly competitive industry 40 years after the company opened its first accommodations facility, Sanur Beach Hotel. Before the rebranding, the lack of proper structuring of the company’s portfolio had caused poor brand awareness of the hotels owned and managed by Aerowisata Hotels and Resorts. In turn, this lack of public recognition had created a negative perception of the company among investors.
The decision to undertake the rebranding of the Aerowisata Hotels & Resorts portfolio encompassed the redeveloping of brand architecture, the sharpening of brand positioning, and the changing of brand identity.
The solution for the required redevelopment of the Aerowisata Hotels and Resorts’ brand architecture involved the classification of the company’s portfolio brands into three categories; upscale, midscale and economy, which replaced the previous star ranking system. The Upscale category was called Prama, the Midscale category was named Kila and the Economy category was designated as Asana. This redevelopment also encompassed brand name, brand logo and visual elements.