MORA Group officially launched on 31st July 2024 at MORAZEN Hotel Surabaya. As a new chapter in Indonesia's hospitality industry has been unveiled, the country’s tourism is set to transform by virtue of MORA Group’s collaboration with strategic partners Select Hotels Group Japan and Qin Group Banjarbaru revolving around luxury, Muslim-friendly, and an international brand.
MORA Group Transforms Indonesia’s Hospitality Industry
MORA stands for four fundamental pillars: Meaningful, Optimism, Responsible, and Adaptive. Therefore, their commitment is to provide meaningful service; establish optimism among business partners, guests, and all employees; be responsible towards the environment and the community; and adapt to changes and developments in the hospitality industry. CEO and Founder of MORA Group, Andhy Irawan, who led the event expressed that “MORA Group’s vision is to be the first choice of trusted hospitality management.”
Raising service standards and introducing innovative hospitality experiences catering to diverse cultural preferences are the foundations behind MORA Group’s striving to enhance Indonesia’s appeal as a premier global tourist destination for both local and international travellers. Currently, the premium up-scale concept hotels named MORAZEN are operating in Surabaya and Yogyakarta. Two other concepts established are the mid-scale hotels named HEMORA and the economy plus hotels named LAMORA. “We are in the process of expanding to other regions namely Bandung, Jakarta, and Banyuwangi,” added Irawan.
Local and global partnerships
One of the aspects of bringing forth a fresh approach is opening new opportunities to provide hospitality services that are friendly to Muslim travellers in Indonesia and that embody an Islamic nuance at its core. “Indonesia has a 90% Muslim population. International Muslim travellers are also fond of visiting the country both for business and leisure purposes,” stated Haji Norhin, CEO and Founder of Qin Group, behind the reason for the Muslim-friendly concept.
Qin Group currently has two operating hotels in Banjarbaru, South Kalimantan; the area’s first four-star hotel as well as a newly launched three-star hotel. Five-star Muslim-friendly hotels in South Kalimantan, Samarinda, and Solo are also underway. “We are also exploring several regions in Morocco and Medina for Qin Group’s business expansion plans,” he added.
Meanwhile, through an international scope, Select Hotels Group from Japan is set to evolve Indonesia’s three- and four-star hotels. Its CEO and Founder, Nakamura, noticed significant changes in Indonesia’s market in the post-pandemic era. “We see great potential in Indonesia, and through this partnership, we hope to bring the values of Japanese service excellence to this dynamic market,” he stated.
50 hotels are operating in Japan since its establishment in 2005, ranging from business to luxury categories. Together with MORA Group, Nakamura explained the projected hotel unit named KANRAKU with Surabaya chosen as Select Hotels Group’s Indonesia-based head office. “KANRAKU will offer guests in Indonesia a stay experience reminiscent of being in Japan,” he said.
MORA Group is adopting its own digital operational management system to manage all assets and properties, ensuring more effective and efficient control between investors, hotel units, and operators. “By promoting cultural diversity and leveraging international expertise, MORA Group is committed to enhancing Indonesia’s tourism industry, driving economic growth, and enriching the travel experience for all visitors,” concluded Irawan.
At least 200 guests from various industries attended the inauguration event, entitled "Night of Wonder". The gala dinner was enlivened by traditional dance performances from Surabaya, Banjarbaru, Kulon Progo, and Japan, as well as showstopping local musical acts.