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Aston launches Hotel NEO in Indonesia


Published on Oct 9, 2012

Indonesian hotel management company Aston International has unveiled a new select service brand, Hotel NEO.

The new brand, officially named ‘Hotel NEO by Aston’, will launch with a significant portfolio of 20 properties, all of which are currently under development across Indonesia.
According to Aston, the Hotel NEO brand will be “hip and new”, offering a “light-filled, visitor-friendly atmosphere”. Properties will be designed with a contemporary style with open spaces and modern amenities, but will be priced at the level of an economy hotel.

Speaking of the differentiation between Hotel NEO and other Indonesian budget hotel brands, including Aston’s own favehotel label, the company’s Vice President of Sales & Marketing Norbert Vas told Travel Daily that NEO would be more design-led, bridging the gap between traditional hotel tiers.

“I would say a NEO is a two-star for grown-ups,” Vas told Travel Daily today (Sunday 7 October 2012). “[It] recognises a global trend as per which travellers are willing to move from luxury hotels to economy class hotels as long as they are well designed and do not have a cookie-cutter feel to them.”

Vas also said that Indonesia’s market demographics meant there was room for Aston to operate more than one budget brand.

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