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Majalah travel premium berbahasa Indonesia pertama

DestinAsian Indonesia

<figure id="attachment_67588" aria-describedby="caption-attachment-67588" style="width: 800px" class="wp-caption aligncenter"><img loading="lazy" decoding="async" class="size-full wp-image-67588" src="https://backend.destinasian.co.id/id/wp/wp-content/uploads/1-Opening-Hotel-Haarhuis-WorldHotels-Crafted-Collection-in-Arnhem-The-Netherlands.jpg" alt="" width="800" height="533" srcset="https://backend.destinasian.co.id/id/wp/wp-content/uploads/1-Opening-Hotel-Haarhuis-WorldHotels-Crafted-Collection-in-Arnhem-The-Netherlands.jpg 800w, https://backend.destinasian.co.id/id/wp/wp-content/uploads/1-Opening-Hotel-Haarhuis-WorldHotels-Crafted-Collection-in-Arnhem-The-Netherlands-300x200.jpg 300w, https://backend.destinasian.co.id/id/wp/wp-content/uploads/1-Opening-Hotel-Haarhuis-WorldHotels-Crafted-Collection-in-Arnhem-The-Netherlands-768x512.jpg 768w" sizes="auto, (max-width: 800px) 100vw, 800px" /><figcaption id="caption-attachment-67588" class="wp-caption-text">Hotel Haarhuis, anggota WorldHotels Collection di Arnhem, Belanda. (Foto: Best Western)</figcaption></figure>
[dropcap]M[/dropcap]omentum soft brand berlanjut. Setidaknya kini tercatat ada 21 soft brand di dunia. Semua grup hotel terbesar telah memilikinya, termasuk Marriott, Hyatt, Hilton, hingga Accor.
Dalam definisi sederhananya, soft brand adalah hotel independen dengan koneksi hotel waralaba. Inovasi ini <a href="https://destinasian.co.id/apa-itu-soft-brand-hotel-kenapa-semua-grup-besar-memilikinya/" target="_blank" rel="noopener">lahir pada 2008</a>. Dalam skema soft brand, hotel independen mempertahankan kemandiriannya, walau di saat yang sama terafiliasi dengan jaringan pemasaran grup hotel induknya. Berikut 10 contohnya:
<figure id="attachment_67578" aria-describedby="caption-attachment-67578" style="width: 800px" class="wp-caption aligncenter"><img loading="lazy" decoding="async" class="size-full wp-image-67578" src="https://backend.destinasian.co.id/id/wp/wp-content/uploads/1-HotelPetaluma.jpg" alt="" width="800" height="507" srcset="https://backend.destinasian.co.id/id/wp/wp-content/uploads/1-HotelPetaluma.jpg 800w, https://backend.destinasian.co.id/id/wp/wp-content/uploads/1-HotelPetaluma-300x190.jpg 300w, https://backend.destinasian.co.id/id/wp/wp-content/uploads/1-HotelPetaluma-768x487.jpg 768w" sizes="auto, (max-width: 800px) 100vw, 800px" /><figcaption id="caption-attachment-67578" class="wp-caption-text">Hotel Petaluma, anggota Ascend Hotel Collection di California. (Foto: Choice Hotels)</figcaption></figure>
1. Ascend Hotel Collection, Choice Hotels Contoh hotel: The Curtiss Hotel, New York; Hotel Petaluma, California; Hotel Aquarius, Venice; Sercotel Amister Art, Barcelona; Hotel Harry, Sydney.
Diluncurkan pada 2008, Ascend Hotel Collection merupakan soft brand pelopor di dunia. Pada 2020, portofolionya berisi 315 hotel di 17 negara, termasuk Australia, Selandia Baru, Italia, serta Spanyol. <a href="https://www.choicehotels.com/ascend" target="_blank" rel="noopener">choicehotels.com</a>
<figure id="attachment_67579" aria-describedby="caption-attachment-67579" style="width: 800px" class="wp-caption aligncenter"><img loading="lazy" decoding="async" class="size-full wp-image-67579" src="https://backend.destinasian.co.id/id/wp/wp-content/uploads/2-Grand-Universe-Lucca-Autograph-Collection.jpg" alt="" width="800" height="533" srcset="https://backend.destinasian.co.id/id/wp/wp-content/uploads/2-Grand-Universe-Lucca-Autograph-Collection.jpg 800w, https://backend.destinasian.co.id/id/wp/wp-content/uploads/2-Grand-Universe-Lucca-Autograph-Collection-300x200.jpg 300w, https://backend.destinasian.co.id/id/wp/wp-content/uploads/2-Grand-Universe-Lucca-Autograph-Collection-768x512.jpg 768w" sizes="auto, (max-width: 800px) 100vw, 800px" /><figcaption id="caption-attachment-67579" class="wp-caption-text">Kamar di Grand Universe Lucca, hotel di Italia anggota Autograph Collection Marriott. (Foto: Marriott)</figcaption></figure>
2. Autograph Collection, Marriott International Contoh hotel: The Stones Legian, Bali; The Ivens, Lisbon; Mesm Tokyo; Duxton Reserve Singapore; The Plaza Seoul; Roomers Munich.
Autograph Collection diluncurkan pada 2009. Dimulai dengan tujuh hotel di Amerika Serikat, merek ini sekarang menampung 244 properti di 43 negara. Selain Autograph Collection, Marriott memiliki dua soft brand lain, yakni Tribute Portfolio dan Design Hotels. <a href="https://autograph-hotels.marriott.com/" target="_blank" rel="noopener">marriott.com</a>
<figure id="attachment_67580" aria-describedby="caption-attachment-67580" style="width: 800px" class="wp-caption aligncenter"><img loading="lazy" decoding="async" class="size-full wp-image-67580" src="https://backend.destinasian.co.id/id/wp/wp-content/uploads/3-Candler-Hotel-Atlanta-Curio-Collection-by-Hilton.jpg" alt="" width="800" height="533" srcset="https://backend.destinasian.co.id/id/wp/wp-content/uploads/3-Candler-Hotel-Atlanta-Curio-Collection-by-Hilton.jpg 800w, https://backend.destinasian.co.id/id/wp/wp-content/uploads/3-Candler-Hotel-Atlanta-Curio-Collection-by-Hilton-300x200.jpg 300w, https://backend.destinasian.co.id/id/wp/wp-content/uploads/3-Candler-Hotel-Atlanta-Curio-Collection-by-Hilton-768x512.jpg 768w" sizes="auto, (max-width: 800px) 100vw, 800px" /><figcaption id="caption-attachment-67580" class="wp-caption-text">Candler Hotel Atlanta, hotel anggota Curio Collection Hilton. (Foto: Christine Gatti/Hilton)</figcaption></figure>
3. Curio Collection, Hilton Contoh hotel: SAii Lagoon Maldives; Legend Hotel Lagos; AlRayyan Hotel Doha; Hagia Sofia Mansions Istanbul; Maison Astor Paris.
Dirintis pada 2014 dengan lima properti di Amerika Serikat, Curio Collection berkembang pesat dan kini beranggotakan 115 properti di 28 negara. Ingin membentuk segmentasi lebih ketat dalam portofolionya, Hilton meluncurkan dua soft brand tambahan: Tapestry Collection (2017) dan LXR (2018). <a href="https://www.hilton.com/en/curio/" target="_blank" rel="noopener">hilton.com</a>
<figure id="attachment_67581" aria-describedby="caption-attachment-67581" style="width: 800px" class="wp-caption aligncenter"><img loading="lazy" decoding="async" class="size-full wp-image-67581" src="https://backend.destinasian.co.id/id/wp/wp-content/uploads/4-Magma_pool_closeoverview9245.jpg" alt="" width="800" height="640" srcset="https://backend.destinasian.co.id/id/wp/wp-content/uploads/4-Magma_pool_closeoverview9245.jpg 800w, https://backend.destinasian.co.id/id/wp/wp-content/uploads/4-Magma_pool_closeoverview9245-300x240.jpg 300w, https://backend.destinasian.co.id/id/wp/wp-content/uploads/4-Magma_pool_closeoverview9245-768x614.jpg 768w" sizes="auto, (max-width: 800px) 100vw, 800px" /><figcaption id="caption-attachment-67581" class="wp-caption-text">Magma Resort Santorini, anggota The Unbound Collection Hyatt. (Foto: Hyatt)</figcaption></figure>
4. The Unbound Collection, Hyatt Contoh hotel: The Lost Stone Villas, Yunnan; Fuji Speedway Hotel, Shizuoka; Magma Resort Santorini; Hotel Reisen, Stockholm; Parisi Udvar Budapest.
Hyatt memiliki empat soft brand, yakni AMR Collection, JdV, Destination by Hyatt, serta The Unbound Collection. Yang terakhir ini fokus ke segmen luxury. Merek yang diluncurkan pada 2016 ini sekarang beranggotakan 29 hotel. <a href="https://www.hyatt.com/brands/unbound-collection" target="_blank" rel="noopener">hyatt.com</a>
<figure id="attachment_67582" aria-describedby="caption-attachment-67582" style="width: 800px" class="wp-caption aligncenter"><img loading="lazy" decoding="async" class="size-full wp-image-67582" src="https://backend.destinasian.co.id/id/wp/wp-content/uploads/5-Ten-Hill-Place-WorldHotels-Distinctive-Collection-in-Edinburgh-Great-Britain.jpg" alt="" width="800" height="534" srcset="https://backend.destinasian.co.id/id/wp/wp-content/uploads/5-Ten-Hill-Place-WorldHotels-Distinctive-Collection-in-Edinburgh-Great-Britain.jpg 800w, https://backend.destinasian.co.id/id/wp/wp-content/uploads/5-Ten-Hill-Place-WorldHotels-Distinctive-Collection-in-Edinburgh-Great-Britain-300x200.jpg 300w, https://backend.destinasian.co.id/id/wp/wp-content/uploads/5-Ten-Hill-Place-WorldHotels-Distinctive-Collection-in-Edinburgh-Great-Britain-768x513.jpg 768w" sizes="auto, (max-width: 800px) 100vw, 800px" /><figcaption id="caption-attachment-67582" class="wp-caption-text">Ten Hill Place, hotel di Edinburgh anggota WorldHotels Collection dari Best Western. (Foto: Best Western)</figcaption></figure>
5. WorldHotels Collection, BWH Group Contoh hotel: Ness Walk Inverness; The Bruntsfield Edinburgh; Layan Green Park, Phuket; Gleddoch Hotel, Langbank; Kasteel de Vanenburg, Putten.
Pelan tapi pasti, Best Western merekah jadi pemain utama di pasar soft brand. Usai memiliki SureStay Collection, BW Signature Collection, dan BW Premier Collection, grup ini mengakuisisi WorldHotels pada 2019, lalu mengubahnya menjadi soft brand bernama WorldHotels Collection. <a href="https://www.worldhotels.com/content/luxury-hotels/en_US.html" target="_blank" rel="noopener">worldhotels.com</a>
<figure id="attachment_67583" aria-describedby="caption-attachment-67583" style="width: 800px" class="wp-caption aligncenter"><img loading="lazy" decoding="async" class="size-full wp-image-67583" src="https://backend.destinasian.co.id/id/wp/wp-content/uploads/6-Marina-Resort-Port-Ghalib-a-member-of-Radisson-Individuals.-Courtyard-1.jpg" alt="" width="800" height="533" srcset="https://backend.destinasian.co.id/id/wp/wp-content/uploads/6-Marina-Resort-Port-Ghalib-a-member-of-Radisson-Individuals.-Courtyard-1.jpg 800w, https://backend.destinasian.co.id/id/wp/wp-content/uploads/6-Marina-Resort-Port-Ghalib-a-member-of-Radisson-Individuals.-Courtyard-1-300x200.jpg 300w, https://backend.destinasian.co.id/id/wp/wp-content/uploads/6-Marina-Resort-Port-Ghalib-a-member-of-Radisson-Individuals.-Courtyard-1-768x512.jpg 768w" sizes="auto, (max-width: 800px) 100vw, 800px" /><figcaption id="caption-attachment-67583" class="wp-caption-text">Marina Resort Port Ghalib, properti di Mesir anggota Radisson Individuals. (Foto: Radisson)</figcaption></figure>
6. Radisson Individuals, Radisson Hotels Contoh hotel: Henrietta House, Bath; Hotel Imperial Plovdiv; Alagna Mountain Resort; Belgrade Art Hotel; Grand Papua Hotel, Port Moresby.
Radisson, grup hotel senior asal Amerika Serikat, meramaikan persaingan soft brand dengan meluncurkan Radisson Individuals pada Oktober 2020. Portofolionya kini berisi 24 hotel, beberapa baru akan dibuka tahun ini. <a href="https://www.radissonhotels.com/en-us/brand/radisson-individuals" target="_blank" rel="noopener">radissonhotels.com</a>
<figure id="attachment_67584" aria-describedby="caption-attachment-67584" style="width: 800px" class="wp-caption aligncenter"><img loading="lazy" decoding="async" class="size-full wp-image-67584" src="https://backend.destinasian.co.id/id/wp/wp-content/uploads/7-Hotel-X-Brisbane-Fortitude-Valley.jpg" alt="" width="800" height="533" srcset="https://backend.destinasian.co.id/id/wp/wp-content/uploads/7-Hotel-X-Brisbane-Fortitude-Valley.jpg 800w, https://backend.destinasian.co.id/id/wp/wp-content/uploads/7-Hotel-X-Brisbane-Fortitude-Valley-300x200.jpg 300w, https://backend.destinasian.co.id/id/wp/wp-content/uploads/7-Hotel-X-Brisbane-Fortitude-Valley-768x512.jpg 768w" sizes="auto, (max-width: 800px) 100vw, 800px" /><figcaption id="caption-attachment-67584" class="wp-caption-text">Kamar di Hotel X Brisbane Fortitude Valley, anggota Vignette Collection IHG. (Foto: Justin Nicholas/IHG)</figcaption></figure>
7. Vignette Collection, IHG Contoh hotel: The Aquatique Hotel Pattaya; Hotel X Brisbane Fortitude Valley; Grand Hotel Wien; Penina Resort Algarve; Dona Filipa Algarve.
Merek ke-17 dalam keluarga besar InterContinental Hotels Group ini diluncurkan pada Agustus 2021. Saat ini, isinya hanya dua hotel, plus tiga hotel menyusul tahun ini. Dalam jangka 10 tahun, Vignette Collection ditargetkan mengoleksi 100 properti. <a href="https://www.vignettecollectionhotels.com/hotels/us/en/reservation" target="_blank" rel="noopener">vignettecollectionhotels.com</a>
<figure id="attachment_67585" aria-describedby="caption-attachment-67585" style="width: 800px" class="wp-caption aligncenter"><img loading="lazy" decoding="async" class="size-full wp-image-67585" src="https://backend.destinasian.co.id/id/wp/wp-content/uploads/8-Emblems_Collection_Guiyang-JPG.jpg" alt="" width="800" height="529" srcset="https://backend.destinasian.co.id/id/wp/wp-content/uploads/8-Emblems_Collection_Guiyang-JPG.jpg 800w, https://backend.destinasian.co.id/id/wp/wp-content/uploads/8-Emblems_Collection_Guiyang-JPG-300x198.jpg 300w, https://backend.destinasian.co.id/id/wp/wp-content/uploads/8-Emblems_Collection_Guiyang-JPG-768x508.jpg 768w" sizes="auto, (max-width: 800px) 100vw, 800px" /><figcaption id="caption-attachment-67585" class="wp-caption-text">Guiyang Art Centre Hotel, anggota pertama Emblems Collection, merek terbaru Accor. (Foto: Accor)</figcaption></figure>
8. Emblems Collection, Accor Contoh hotel: Guiyang Art Centre Hotel.
Pada 2016, Accor mengakuisisi OneFineStay. Konsepnya lebih mirip Airbnb Luxe, yakni kompilasi rumah dan apartemen mewah. Pada 2021, barulah grup kakap Prancis ini masuk ke pasar soft brand dengan meluncurkan Emblems Collection. Properti debutnya ialah Guiyang Art Centre Hotel di Tiongkok. <a href="https://all.accor.com/brands/emblems.en.shtml" target="_blank" rel="noopener">accor.com</a>
<figure id="attachment_67586" aria-describedby="caption-attachment-67586" style="width: 800px" class="wp-caption aligncenter"><img loading="lazy" decoding="async" class="size-full wp-image-67586" src="https://backend.destinasian.co.id/id/wp/wp-content/uploads/9-Bristol-Panama.jpg" alt="" width="800" height="643" srcset="https://backend.destinasian.co.id/id/wp/wp-content/uploads/9-Bristol-Panama.jpg 800w, https://backend.destinasian.co.id/id/wp/wp-content/uploads/9-Bristol-Panama-300x241.jpg 300w, https://backend.destinasian.co.id/id/wp/wp-content/uploads/9-Bristol-Panama-768x617.jpg 768w" sizes="auto, (max-width: 800px) 100vw, 800px" /><figcaption id="caption-attachment-67586" class="wp-caption-text">Bristol Panama, hotel kedua dalam Registry Collection Hotels dari Wyndham. (Foto: Wyndham)</figcaption></figure>
9. Registry Collection Hotels, Wyndham Contoh hotel: Grand Residences Riviera Cancun; Bristol Panama; ART Tbilisi.
Pada 2017, Wyndham meluncurkan Trademark Collection, soft brand di segmen kelas menengah. Tahun lalu, grup ini menembus segmen premium lewat Registry Collection Hotels. Merek ini sekarang menaungi dua properti. Anggota ketiganya, ART Tbilisi, akan dibuka pada awal 2023. <a href="https://www.wyndhamhotels.com/registry-collection" target="_blank" rel="noopener">wyndhamhotels.com</a>
<figure id="attachment_67587" aria-describedby="caption-attachment-67587" style="width: 800px" class="wp-caption aligncenter"><img loading="lazy" decoding="async" class="size-full wp-image-67587" src="https://backend.destinasian.co.id/id/wp/wp-content/uploads/10-TenutaDiArtimino_MeliaCollection-General-aerial.jpg" alt="" width="800" height="513" srcset="https://backend.destinasian.co.id/id/wp/wp-content/uploads/10-TenutaDiArtimino_MeliaCollection-General-aerial.jpg 800w, https://backend.destinasian.co.id/id/wp/wp-content/uploads/10-TenutaDiArtimino_MeliaCollection-General-aerial-300x192.jpg 300w, https://backend.destinasian.co.id/id/wp/wp-content/uploads/10-TenutaDiArtimino_MeliaCollection-General-aerial-768x492.jpg 768w" sizes="auto, (max-width: 800px) 100vw, 800px" /><figcaption id="caption-attachment-67587" class="wp-caption-text">Tenuta di Artimino, properti anggota Melia Collection, soft brand yang diluncurkan Desember 2021. (Foto: Frippa Francesco Paolo/Melia)</figcaption></figure>
10. The Melia Collection, Melia Hotels International Contoh hotel: Hotel London Kensington; Maison Colbert, Paris; Hotel Hacienda del Conde, Tenerife; Hotel Desert Palm, Dubai.
Diluncurkan Desember 2021, The Melia Collection merupakan soft brand termuda di dunia. Portofolionya kini berisi tujuh properti di enam negara. Anggota terbarunya diumumkan bulan ini, yakni Tenuta di Artimino di Tuscany, Italia. <a href="https://landings.melia.com/collection.html" target="_blank" rel="noopener">melia.com</a>

Mengenal 10 Soft Brand Hotel di Dunia