Billy Bagus
Oct 27, 2025
Ridwan Hendrawan’s extensive knowledge and expertise have played a key role in shaping Alas Harum into one of Ubud’s most sought-after all-in-one travel destinations. What's New Bali had the exclusive opportunity to speak with the Cluster Director of Sales and Marketing at Alas Harum Bali Group to explore the vision, strategy, and creativity behind the brand’s evolution, spanning dayclubs to cultural experiences. Read on to gain a view of his inspiring insights!
In this interview, Ridwan shares how he balances tradition with innovation, navigates Bali’s competitive hospitality landscape, and pursues strategies for sustained growth and global recognition.
Your career began across multiple hotel departments, from Food and Beverages to Finance and Sales. How did this diverse foundation shape your leadership style and strategic decision-making today at Alas Harum Bali Group?
My career gave me a comprehensive understanding of how each function contributes to overall business success. It helped me develop skills to analyze markets accurately, manage budgets effectively, maintain high service standards, and assess potential risks in every decision. This broad experience has become the foundation of my leadership style, enabling me to make strategic decisions that combine operational efficiency with guest satisfaction and long-term growth.
You successfully led the repositioning of Alas Harum Bali Group into one of Bali’s leading tourism destinations. What were the key challenges during that transformation, and what strategic decisions proved most pivotal?
One of the major challenges was the increasing number of competitors in Ubud offering unique experiences. To stand out, we focused on preserving our core brand identity while continuously innovating and introducing new concepts. Strategically, we prioritized guest experience, product differentiation, and partnerships that reinforced our positioning. This approach allowed us to attract a diverse international audience and turn Alas Harum into a destination in itself rather than just a hospitality venue.
Cretya Ubud and its sister outlets have become major lifestyle icons in Ubud. Could you share the creative process behind launching these concepts and how you ensured each outlet maintained its unique identity within a cohesive brand ecosystem?
Cretya Ubud was the pioneer of dayclubs in Ubud, recognized for its signature three-layer pools and a menu of Western cuisine that appealed to international travelers. Seeing the growing diversity of our guests, we developed Cretya Lite, offering Asian cuisine, and Cretya Lite Jungle, specializing in Indian dishes. Each outlet maintains a distinct identity while complementing the broader Alas Harum brand. Together they create a seamless ecosystem that caters to varied tastes and ensures guests enjoy a complete experience throughout their visit.
"Strategically, we prioritized guest experience, product differentiation, and partnerships that reinforced our positioning"
You have built strong partnerships with international travel agents, influencers, and media. What is your approach to cultivating collaborations that boost brand awareness and create long-term value?
We focus on long-term, meaningful collaborations that benefit all parties. This includes partnerships with domestic and international government institutions, from local and provincial tourism boards to the Ministry of Tourism and Indonesian embassies abroad. These collaborations strengthen brand awareness, reinforce credibility, and create lasting value by positioning Alas Harum Bali as a trusted destination recognized globally.
Alas Harum blends cultural authenticity with modern hospitality. How do you preserve local identity while appealing to evolving global travel trends and visitor expectations?
We are committed to preserving culture and nature by harmonizing tradition with modernity. While integrating contemporary hospitality practices, we emphasize cultural authenticity by highlighting works of art with deep significance, celebrating local traditions, and creating experiences that resonate with international travelers. This ensures guests enjoy modern comfort without losing the essence of Ubud’s rich cultural heritage.
Looking ahead, what are your top priorities or innovations you aim to implement in the next few years to sustain and expand Alas Harum’s growth?
Our focus is maintaining our brand positioning while expanding global awareness. We are exploring innovations in guest experiences, digital engagement, and strategic partnerships to reinforce our reputation as a leading lifestyle destination. Continuous improvement and creativity are key to staying relevant in an increasingly competitive hospitality landscape.
"We focus on long-term, meaningful collaborations that benefit all parties"
Outside of your professional life, what activities or hobbies keep you inspired and balanced? Do they influence your creativity or leadership in any way?
Traveling is a major source of inspiration for me. Experiencing different cultures and lifestyles sparks creativity that I bring back to Alas Harum, whether in concept development or service innovation. Travel also strengthens leadership by building confidence in guiding teams to implement creative ideas effectively while ensuring operational excellence.
Where do you see yourself five years from now, both as a leader and as an individual contributing to Indonesia’s tourism and hospitality landscape?
In five years, I aspire to become an entrepreneur in the hospitality industry, leading ventures that contribute meaningfully to Indonesia’s tourism sector. My goal is to create experiences that showcase the country’s unique culture and natural beauty while setting new standards for quality, creativity, and sustainability in hospitality.
