2. ABOUT US
The Plateno Group is one of the most influential and innovative customer centric companies in Asia with over 3.700
hotels in 300 destinations, approximately 300.000 rooms and 80 million loyalty members.
Plateno has 20 brands that consist of 16 hotel brands, serviced apartment brand, café brand, an art platform and an
online travel platform called Plateno Trip also now we have more than 40,000 staffs which make Plateno Group become
the largest economy brand in the world.
On September 18, Plateno Group accepted the strategic investment from Jin Jiang International, which is a milestone
indicating that this partnership between Jin Jiang International who has the soundest foundation in domestic hotel
industry and Plateno Group who has the most innovative DNA.
The engagement makes Plateno become a global hotel group that ranks as The World’s Largest Top 5 Hotel Company
with over 6.000 hotels with 640.000 hotel rooms across 55 countries. Plateno Group’s goal is become The World’s
most leading, competitive and influencing multinational company.
80
million
members
20
brands
Largest
economy brand
in the world3,700
hotels 40,000
staff
3. OUR FOUNDER
ALEX ZHENG
Founder, Co-Chairman & Chief Brand Architect
Alex Zheng founded the 7 Days Inn Brand in 2005 and listed it on the NYSE (New York Stock Exchange) in 2009. In 2013, The
Plateno Group was formed after the successfully privatisation of 7 Days Inn. In just 3 years Plateno Group has become one of The
Leading Hospitality Group in China.
Alex is also the proud owner of OGC Nice, one of the Top French Premier League football teams.
Awards in his Career:
* Best Innovator in The China Hotel Industry
* Outstanding Contributor In Guangdong’s 30 Years of Business
* Top 10 Most Influential People In The China Hospitality Industry
* Top 10 Cutting-Edge Entrepreneurial Leaders
* Outstanding Entrepreneur Award In The China Hotel Industry
6. POWERFUL DISTRIBUTION
& CRS SYSTEM
Travel Agent
Retail &
Wholesaler
Social
Media
Smart
Phone
/
Tablet
OTA’s
Hotel
Website
Meta
Search
7. INTERNATIONAL
SALES & MARKETING
Strategic partnership
Global brand in 10 countries
80 million loyalty member
Local sales & marketing team
Plateno Apps
(10+ million downloads)
Global OTA
partership
23. Initial Fee / TSA
Base Fee
S&M Contribution Fee
FF&E Reserved
Contract Term
FEE STRUCTURE BASED ON 100 ROOMS
USD 350 USD 300
3% 3%
Progressive
4% - 8%
Fix 6%Incentive Fee (GOP)
2%
3 to 10 Years10 + 5 Years
2%2%
1.5%
OTHER
PLATENO
24. INITIAL FEE
This amount covers service as follow;
Reviewing the site for Sales & Marketing analysis; SWOT Analysis expenses; Assessing market potential; Evaluating the plans
or existing layout; Regular Inspecting the property during construction; Providing services during the pre-opening or conversion
phases; Preliminary training; Brand standard implementation; Integration between PMS; Plateno Central Reservation System,
OTA, and Wholesaler; Human Resource recruitment expenses; Engineering project test & commissioning; Engineering audit
before handover.
Add Value Services;
On Schedule sales trip to introduce the hotel to the market as Plateno group member; Preliminary corporate & Travel agent
contract preparation.
100 Room X USD 300 = USD 30.000
25. BASE FEE
This amount covers service as follow;
Global hotel chain identity; Management supervision; Implementation and maintenance of procedure & control which include
accounting and bookkeeping, audit and control procedure, budgeting, purchasing control, maintenance control, personnel
quality; Selection, training, and supervision of all employees; Establishment of all price & charges; Preparation of monthly and
annual financial statements; Negotiation of service contracts; Purchase of inventories, supplies, and equipments; Supervision of
building repair and maintenance and replacement FF&E; Preparation of budget and operating plan;
Add Value Services;
Centralized employee (Head of Department) education and training.
3% From Monthly Revenue
26. INCENTIVE FEE
The Incentive Fee will be taken from Gross Operating Profit which will be not applied when the GOP is 0. This fee will become a
critical point during monthly audit in financial control to ensure that the hotel have a good performance financial report which
include sales volume, cost & expense control. Therefore, incentive fee reward the operator for efficient & profitable management.
6% From Gross Operating Profit
27. S&M Contribution Fee
This amount covers service as follow;
Chain & group advertising; Centralised reservation system implementation; Centralised marketing campaign and promotions;
Regional office support for contracting and relationship maintenance with clients; Centralised OTA pricing strategy
implementation; Convention and group sales database; Marketing organisation; Public relation and publicity function.
Add Value Services;
Direct contracting with 15 key accounts of national corporate; Direct contracting with 5 biggest wholesaler with independent
unique business model system; Set-up and maintenance 12 major OTA’s by get less commission under umbrella agreement of
Plateno International (up to 2% less than other local hotel operator).
1.5% From Monthly Revenue
29. ANNUAL GROWTH
18,353
17,484
16,685
15,998
15,283
2013
4.3%
4.7%
+4.7%
4.8%
2015
5.0%
201420122011
# of HotelsAnnual Growth Rate %
2013
2011
2012
25.82
2014
2015 27.64
25.36
26.84
24.96
Average # of rooms per hotel
- # 5 1 5
#
2 1 0 1 12 2 3 2 0
, 1 - 2 0 Rooms increased constantly as well,
and reach 500 thousand rooms
in total in 2015
- , 2 5 1
In 2015, there are around 18 thousand hotels and 500 thousand hotels
room in Indonesia market, with compound annual growth ate 4,7%
30. Province
# of
hotels
%
# of
rooms
%
DKI Jakarta 440 2% 32,665 15%
Jawa Timur 2,234 12% 29,254 13%
Bali 2,079 11% 26,377 12%
Jawa Barat 1,718 9% 25,149 11%
Jawa Tengah 1,533 8% 14,521 7%
DI Yogyakarta 1,165 6% 10,380 5%
, , ,
1 2 5. 4 27 15 5 5 7. 1 0. 2
.6. .
D
BD
. . . .
D
BD
. . 2 3.4
D%
BD
3 .6. .
D
BD
. . 5
D
BD
.75
D
BD
HOTEL DISTRIBUTION LANDSCAPE
50% of hotels & 63% of rooms are located in the capital city Jakarta &
another 5 provinces account for the rest
31. 30
32
34
36
38
40
42
44
46
48
50
52
2009 2010 2011 2012 2013 2014
43%
41%
59%
42%
58%
43%
43%
57%
57%
43%
57%57%
, - 9 , -
,9 0 , - 9 0 - , - 02 9 - 9 0 - 0 9 % 9
9 - - 0 19 - - 9 - 9 0
9 - - 0 - 0
9 - 0
- 50 9 0 1 -2 0 0 9 0 9 9 20
OCCUPANCY RATE STAR HOTEL VS. NON STAR
In general, in the Indonesia the occupancy rate for star hotel is much
higher than non-star hotel
32. MARKET SEGMENTATION
Business Individual
* Individual FIT
* Corporate Guest
* Long-stay Guest
* Ind. Congress-out
Business Group
* Corporate Group
* Government Group
* Exhibition Congress-in
* Incentive Group
Crew Change
* Stranded
* Contract Crews
Leisure Individual
* Leisure Individual Guest
* Leisure Family Guest
* Leisure Ind. Used Vouchers
* Long-stay Guest - Holiday
* Ind. Special Offer - Holiday
Leisure Group
* Group Ad-hoc
* Group Series Leisure
* Leisure Ind. Used Vcher
* Sport Group
Market
Mix
33. BUSINESS MIX GUIDELINE
Business Hotel
Segmentation
10%
20%
2%
28%
40%
Business Individual Business Group Crew
Leisure Individual Leisure Group
Leisure Hotel
Segmentation
35%
45%
3%
5%
12%
34. STRATEGIC INITIAL SALES PLAN
AGGRESSIVE PRICING STRATEGY
* Differentiate pricing method between Travel Agent Online & Offline
* Dynamic Pricing based on the on-hand booking for Walk-in, OTA, Ind. Reservation
* Focus on maintain RGI (Revenue/Rate Growth Index) to become a market leader within the primary competitor
* Daily monitor competitor price offer in the market by providing comprehensive report tools.
CONTRACTING METHOD
a. Corporate
* More flexible system in the credit facilities term.
* Customised attractive benefits offer
* Focus on expose the HSE.
b. Travel Agent Offline (Wholesale & Retail)
* One-on-One contracting (Wholesaler) by adjusting the benefits refer to their market needs.
* Progressive term & condition based on each target market.
* Positioning (Operation) based on the segment habits and request.
* Attractive incentive plan & program both for the Wholesale & Bookers.
c. Travel Agent Online
* Less commission charge under umbrella agreement up to 2%.
* Plateno hotels promotion (Showing only Plateno Hotels Group member in local OTA).
* Dynamic pricing method to maximise the room revenue through yielding strategy.
DIRECT BOOKING
By having strong Central Reservation System, we are more leading by having advance tools & method;
* Providing 2 booking platform by having own website and membership extranet access.
* Having additional extras option that can be add when guest do a booking (one stop shopping service).
* Corporate general program by giving 15% off discount by entering customised booking code. Currently we applied “Plateno15”
* Become the biggest hotel operator in the world that have more than 80 million membership, we provide Apps called Plateno Trip.
35. STRATEGIC INITIAL MARKETING PLAN
SOCIAL MEDIA
* Providing Facebook page which people can do direct call or booking without entering hotel website (Direct access).
* Pushing to gain awareness regarding the hotel USP.
* Strategic online advertising through Social Media which we can define target market (age, location, viewer, etc.) with low-cost spending.
* Utilise the USP for free advertising campaign (Multiply effect promotion) do by guest without being notice.
COMPREHENSIVE LOYALTY PROGRAM
* Attractive membership program which on development progress to applied in Indonesia
* Normal card : 5%
* Silver card : 10%
* Gold card : 12% + 2% Cash back vouchers
* Platinum card : 15% + 2% Cash back vouchers
* Wide-on benefits; food & beverage, laundry, spa, any purchase hotels item, etc.
DESTINATION EXPOSURE PROGRAM
* Develop local unique feature experience by doing cooperation with local partner.
* Each staff member become a city ambassador (well knowledge) for better suggestion, save and giving right information to the guest.
* Development in doing cooperation with local-traditional food cafe & restaurant (giving special discount, etc.)
* Join advertising with government tourism department as a preferred hotel partner.
* Customised hotel article by creating a story for the hotel & destination to attract attention and curiosity.
OVERSEAS STRATEGIC MARKETING PLAN
* Providing Chinese speaker in-charge.
* English course program for hotel staff member.
* Provide SNS (Social Network Services) which we are the first hotel operator have the biggest WeChat group member in the world.
OFFLINE MEDIA
* Engage with travel blogger
* Creating an periodic events for media partner
36. TRAVEL PACKAGE
Stay for
2 - 3 days
Free
Pick-up Service
Free/Discount
Attraction Point
Free
Travel Guide
