Archipelago Hotels Wins Marketeers OMNI Brands of the Year 2026

Archipelago Hotels Wins Marketeers OMNI Brands of the Year 2026

Archipelago Global Flavour Series – 60 Seconds to Seoul Recognized as the 2026 Hospitality Engagement Campaign
 
 

Archipelago Hotels (formerly known as Archipelago International), the largest privately owned hotel management group in Indonesia and Southeast Asia, has once again demonstrated its excellence in the hospitality industry by receiving the Marketeers OMNI Brands of the Year 2026 award in the Hospitality Engagement Campaign category. The recognition was presented for the success of the Global Flavour Series campaign, 60 Seconds to Seoul.

The Marketeers OMNI Brands of the Year 2026 is a prestigious award presented by Marketeers to brands and companies that have successfully implemented effective omnichannel marketing strategies over the past year. This award recognizes companies capable of seamlessly integrating customer experiences across both online and offline channels, accelerating digital transformation, and optimizing the use of technology in internal operations as well as customer interactions. These implementations are brought to life through various innovations in products, services, marketing communications, business processes, and corporate activations that deliver a consistent, relevant, and value-added customer experience.

Inspired by the vibrant spirit of Korean Pop-up Culture, 60 Seconds to Seoul was recognized for successfully bringing the authentic flavors and culinary traditions of Korea closer to Indonesian audiences. Through this nationwide campaign, Archipelago Hotels transformed 139 properties across Indonesia into immersive gastronomic destinations, offering guests an authentic Korean dining experience while reinforcing the group's commitment to creating innovative, culturally inspired hospitality experiences.

Four Key Factors Behind the Success of 60 Seconds to Seoul

The success of the "60 Seconds to Seoul" campaign is driven by four core pillars that form the judging criteria for the Marketeers OMNI Brands of the Year 2026. The first is Creativity, which recognizes the campaign’s ability to deliver unique concepts, experiences, and marketing strategies through innovations in products, services, customer experience (CX), and digital marketing. The second is Reach, which evaluates the campaign's effectiveness in engaging the right audience through cross-channel distribution and integrated marketing communications.

In addition, Impact serves as a vital indicator to measure the campaign’s contribution toward boosting business performance, elevating customer satisfaction, and creating a sustainable social impact. Meanwhile, Innovation focuses on the capability to deliver new, relevant, and highly functional solutions that provide added value in meeting consumer needs. Together, these four pillars served as the foundation that transformed "60 Seconds to Seoul" into an omnichannel campaign that is not only creative and innovative, but also capable of delivering tangible business outcomes while crafting relevant customer experiences in the digital era.

"This award reflects the dedication and hard work of the entire Archipelago Hotels team in delivering meaningful guest experiences. Looking ahead, we will continue to develop innovative initiatives that combine hospitality, culture, and omnichannel strategies to create even more memorable experiences for every guest,” said John Flood, CEO Archipelago Hotels.

Commitment to Enhancing the Guest Experience

Beyond the four core pillars of the Marketeers OMNI Brands of the Year 2026 criteria, the success of the "60 Seconds to Seoul" campaign was also driven by three primary strategies implemented across the Archipelago Hotels network:

Omnichannel Communication Strategy

Archipelago Hotels delivered a seamless customer experience by combining digital promotions, media relations, content creator collaborations, and on-site hotel activations. This approach ensured that every touchpoint consistently strengthened the connection between the brand and its guests.

Consistent Execution Across the Hotel Network

The campaign was executed with uniform operational standards, visual identity, communication materials, and guest experiences across all participating properties. This consistency reinforced the campaign’s positioning while maintaining a high quality of customer experience across various destinations.

Authentic Storytelling Approach

Rather than simply promoting a menu, the campaign celebrated Korean culture through engaging narratives and authentic culinary experiences. This storytelling approach successfully built an emotional connection with guests, heightened the campaign’s appeal, and created a deeply memorable experience for visitors.

By combining culture, culinary experiences, technology, and consistent service excellence, Archipelago Hotels remains committed to delivering hospitality experiences that meet the evolving expectations of today's travelers. As part of this ongoing commitment, the Archipelago Global Flavour Series will continue to introduce culinary themes inspired by countries around the world, enriching the guest experience across its hotel network.