Crowne Plaza makes it an Indonesian trio

IHG Hotels & Resorts is partnering with MMS Land, the property and hospitality arm of MMS Group Indonesia, to bring its third Crowne Plaza Hotels & Resorts site to the southeast Asian nation.

The newbuild Crowne Plaza Labuan Bajo will mark IHG’s entry into a new destination as it continues its strategic growth in Indonesia.

Leisure and business base

Located next to Komodo International Airport and just 15 minutes from the waterfront on the most western tip of Flores Island, the hotel will provide a base for leisure guests to explore the area’s attractions.

The property is also being developed as a MICE destination, with business facilities including more than 600 sq m of meeting space. Delivery is scheduled for Q1 2028.

Brand signatures

Crowne Plaza Labuan Bajo will offer guests a choice of 199 WorkLife rooms and suites across seven stories. In addition to its expansive meeting space, facilities will include the Plaza Workspace, three restaurants and bars, a fitness centre, spa and swimming pool.

Crowne Plaza’s Plaza Workspace is a new take on the traditional hotel lobby, offering agile work and relaxation areas that promote connections and encourage informal gatherings, while the brand’s patented WorkLife Room offers guests a combination of comfort, connectivity and flexibility with distinct zones for work, relaxation and sleep.

Experiential travel demand

Chris Anklin, senior director, development, southeast Asia and Korea, IHG Hotels & Resorts said: “It’s truly exciting to introduce a fantastic Crowne Plaza hotel at Labuan Bajo in partnership with MMS Land. Crowne Plaza Hotels & Resorts is one of the world’s largest premium hotel brands and ideally-suited for guests who visit this island paradise for leisure, business or blended travel.

“We know there is a big hunger for experiential travel now, and we’re working closely with our owners to develop forward-looking hotel experiences that bring our destinations to life and support their overall development. Labuan Bajo is an enchanting harbour town that has been earmarked as one of Indonesia’s five super-priority destinations. The signing underscores IHG’s commitment to further expand its footprint in Indonesia and grow our portfolio in strategic destinations across the country.”

Strategic location

Andre Chandra Biantoro, CEO, MMS Land commented: “We are excited to be working with IHG – a truly internationally-renowned operator – on this landmark project. We have seen IHG have great success with the world’s best airport hotel, Crowne Plaza Changi Airport in Singapore, and are confident that together we’ll emulate that outstanding level of achievement with Crowne Plaza Labuan Bajo.

“The Crowne Plaza brand appeals to modern business travellers for many reasons, including how it offers thoughtful, multi-functional zones and spaces for guests to switch between work and leisure. It’s also the market leader when it comes to hosting meetings, and a globally trusted choice for businesses everywhere.

“Labuan Bajo is an up-and-coming MICE destination and recently hosted the ASEAN Summit in May 2023. With its strategic location, Crowne Plaza Labuan Bajo will quickly become the hotel of choice for visitors to this idyllic town, boosting visits to Labuan Bajo to at least the pre-pandemic level of 250,000 tourists per year, while greatly strengthening its tourist ecosystem, promoting economic growth and supporting local communities.”

Key market

As the world’s fourth largest market by population – and biggest in southeast Asia – Indonesia is a key market for IHG. It’s home to one of its largest portfolios in the region with 24 hotels across six brands – Six Senses Hotels Resorts Spas, InterContinental Hotels & Resorts, Crowne Plaza Hotels & Resorts, Hotel Indigo, Holiday Inn Hotels & Resorts and Holiday Inn Express.

The group also has 15 hotels in a pipeline that includes the upcoming brand debuts of Regent Hotels & Resorts in the form of Regent Resort Bali Canggu, Vignette Collection with Rumah Luwih Bali, Vignette Collection and voco hotels with voco Bali Seminyak.