Grand Elty Krakatoa (GEK) berlokasi di kawasan Krakatoa Nirwana Resort yang merupakan kawasan wisata seluas 350 ha di Kalianda, Lampung Selatan. GEK adalah hotel yang memiliki 40 kamar dan 36 vila dengan fasilitas beach restaurant, lounge and activity area, 2 kolam renang, dan 5 ruang rapat. Pada 2016, tingkat okupansi mencapai 36,07%, meningkat dibandingkan dengan 30,7% pada tahun sebelumnya.
Kinerja 2016
Pada 2016, perkembangan bisnis di Tenggarong tidak bertumbuh dengan maksimal. Hal ini ditandai dengan penurunan angka kunjungan bisnis ke Tenggarong sekitar 30% dibandingkan 2015. Secara keseluruhan, tingkat okupansi hotel bintang dua dan tiga di Tenggarong sekitar 49,8% (ytd). Angka ini dipengaruhi oleh pengunjung wisata domestik di sekitar Tenggarong, Samarinda, Bontang dan Balikpapan yang mampu dan memilih untuk menempuh perjalanan pulang pergi. Selain itu, SK Bupati Kutai Kartanegara No. 000.50-13/334 masih berlaku yang menetapkan pemotongan anggaran belanja SKPD sekitar 30-50% yang sangat mempengaruhi kegiatan di hotel di segmen mice government.
Sebagai industri properti khususnya di bidang perhotelan, BNS harus terus melakukan perawatan dan perbaikan terhadap fasilitas hotel seperti kamar, area publik,
lounge dan restoran. Untuk menambah nilai jual dan meningkatkan pendapatan, BNS berencana untuk menambah fasilitas-fasilitas pendukung seperti spa, kids club, fitness centre, live music, taxi rental dan meeting room untuk mengakomodasi kebutuhan dan kenyamanan tamu. Hal-hal ini menjadi perhatian BNS dalam melakukan diferensiasi terhadap preferensi dan selera pasar, sebab pemain pasar serupa juga aktif membangun hotel-hotel baru dengan fasilitas yang lebih menarik.
Tenggarong is a coal mining center in East Kalimantan and the third largest city after Samarinda and Balikpapan. GES is the only hotel in Tenggarong which offers riveting views of the Mahakam river and tropical forests, and is operated under an asset utilisation cooperation with the local government of Kutai Kertanegara. GES targets groups of companies and governments who seek to hold gatherings & events or Meeting, Incentive, Convention & Exhibition (MICE). In addition, GES is often visited by Hindus who come to town for a pilgrimage to the oldest Hindu kingdom site in Indonesia, the Kingdom of Kutai Mulawarman ing Martadipura, located within the district of Muara Kaman and Payogan Agung temple, the oldest temple in Indonesia located in Tenggarong-Kutai Kertanegara. As of December 31, 2016, GES recorded an average occupancy rate of 39.7% (ytd) compared to 37.9% in 2015.
Grand Elty Krakatoa
Grand Elty Krakatoa (GEK) is located in the area of Krakatoa Nirwana Resort, a tourist area of 350 ha, located in Kalianda, South Lampung. GEK has a total of 40 rooms and 36 villas offering a beach restaurant, lounge and activity areas, two swimming pools, and 5 meeting rooms. In 2016, GEK had an average occupancy rate increase to 36.07% compared to 30.7% in the prior year.
2016 Performance
In 2016, Tenggarong did not show an optimum level of growth in business. Declining activities was apparent as business visits to Tenggarong dropped by 30% compared to 2015. Overall the occupancy rate of two- and three-star hotels in Tenggarong only reached approximately 49.8% (ytd). The decline was affected by the drop in the number of domestic tourists in around Tenggarong, Samarinda, Bontang and Balikpapan who now tend to prefer commuting direct to and from Tenggarong. Another factor affecting the business was the Regent of Kutai Kartanegara regulation No.000.50-13/334 that reduced the spending budgets by between 30-50%, affecting greatly the hotels activities in its mice government segment.
As a property developer in hospitality industry, BNS needs to continuously maintain and do some refurbishments on its hotel facilities such as the guest rooms, public areas, lounges and restaurants. To improve its values and increase revenues, BNS plans to add other supporting facilities such as spa, children’s club, fitness center, live music, taxi rental and meeting rooms to accommodate the needs and the convenience of the guests. These have become BNS’s concerns in differentiating the preferences and meeting the market requirements due to the growing competition, as other developers are building new hotels with more appealing facilities.
Untuk meningkatkan pertumbuhan kinerjanya, BNS melakukan beberapa kebijakan strategis seperti berikut: 1. Memperkenalkan fasilitas yang dapat mengakomodasi
kebutuhan MICE, yaitu meeting room dan function room kepada seluruh pelanggan.
2. Melakukan pendekatan kepada pemerintah daerah untuk mendukung peningkatan industri pariwisata. 3. Melakukan pendekatan pasar di luar Tenggarong
dengan memberikan awareness lewat media elektronik dan media sosial.
4. Mencari peluang pasar baru di luar segmen pemerintahan.
5. Menghadirkan area bermain anak di kolam renang. 6. Menerbitkan Contract Rate Agreement untuk seluruh
perusahaan komersial yang memiliki hubungan atau usaha di Kalimantan Timur.
7. Mengundang para Sekretaris Perusahaan untuk mengadakan site inspection di hotel.
8. Memberikan tarif harga khusus bagi perusahaan yang sering mengirimkan tamunya untuk menginap di hotel milik BNS.
9. Melakukan sales call dan sales trip untuk membangun relasi dan hubungan kerja sama dengan perusahaan- perusahaan sekaligus mempromosikan produk hotel. 10. Mengadakan contract rate untuk paket wisata grup. 11. Mengundang operator biro perjalanan wisata untuk
melihat fasilitas hotel dan obyek wisata pulau agar menjadi salah satu destinasi wisata yang ditawarkan ke pelanggan.
BNS merumuskan dan mengimplementasikan beberapa strategi pemasaran untuk memperluas dan memperkuat pangsa pasarnya, dengan:
1. Komersial/Perjalanan Bisnis
a. Menerbitkan Contract Rate Agreement untuk seluruh perusahaan komersial yang memiliki hubungan atau usaha di Kalimantan Timur.
b. Mengirim materi promosi ke berbagai perusahaan di Kalimantan Timur dan luar Kalimantan Timur. c. Menyusun database pelanggan untuk dilakukan
pendekatan yang lebih intensif melalui sales trip. d. Melakukan direct mailing ke perusahaan-
perusahaan komersial di Indonesia dengan menawarkan tarif harga yang menarik.
2. Perjalanan Bisnis Pemerintah
a. Menjalin hubungan yang baik dan harmonis dengan para protokol pemerintahan baik di pusat maupun daerah.
b. Mengadakan sales call di berbagai instansi pemerintah baik di pusat maupun di Kalimantan Timur, khususnya Tenggarong, Samarinda, Balikpapan, Bontang, Tarakan, Sangatta dll.
c. Memberikan harga khusus bagi semua instansi pemerintah di Kalimantan Timur dan luar Kalimantan Timur.
To improve performance, BNS released the following strategies:
1. Introducing the hotels’ facilities that can accommodate MICE, meeting rooms and function rooms to all customers.
2. Making strategic approaches to the local government to support improvements in the tourism industry. 3. Penetrating other markets outside Tenggarong by
creating awareness through electronic and social media.
4. Seeking new market opportunities outside the government segment.
5. Offering a children’s play zone at the swimming pool area.
6. Issuing Contract Rate Agreement for all commercial enterprises having relationships or business in East Kalimantan.
7. Inviting corporate secretaries of companies for hotel site inspections.
8. Offering special rates for companies that often prefer BNS-owned hotels for their guests during their visit to Tenggarong.
9. Making frequent sales calls and sales trips to build relationships and cooperation with companies while promoting the hotel products.
10. Offering special contract rates for group-travel packages.
11. Inviting travel agencies for a closer look at BNS hotels’ amenities and attractive spots on the islands in order to be included in their list of preferred tourist destinations for their customers.
BNS drafts and implements marketing strategies to expand and strengthen its market share, with:
1. Commercial/Business Travel
a. Offering Rate Contract Agreement for all business enterprises having relationships or businesses in East Kalimantan.
b. Sending promotional items to companies loacated both within and outside East Kalimantan.
c. Compiling customer database to do make more intensive approach to cusomers sales trips.
d. Sending direct mails to commercial enterprises in Indonesia to offer attractive price rates.
2. Government Business Travel
a. Establishing good and harmonious relationships with the administration protocol at both the central and local levels.
b. Making frequent sales calls to government agencies both the central level and in East Kalimantan, particulalry in Tenggarong, Samarinda, Balikpapan, Bontang, Tarakan, Sangatta and other towns. c. Offering special rates for all government agencies
3. Rapat Grup/Konvensi
a. Mengadakan riset mengenai beragam perusahaan yang sering dikunjungi oleh rombongan rombongan studi atau surveyor.
b. Menawarkan berbagai macam paket untuk rapat, seminar dan konferensi kepada para penyelenggara. c. Mengirim surat penawaran fasilitas konferensi
dengan harga yang menarik.
d. Melakukan sales call/kunjungan kepada perusahan penyelenggara atau Professional Conference Organizer di Jakarta.
e. Bekerjasama dengan Event Organizer untuk menyelenggarakan seminar, konferensi dan event- evententertainment.
f. Mengadakan paket pernikahan dan seminar serta
incentive program.
g. Menghadiri International Travel & Meeting Exhibition.
h. Mengundang “Destination Travel Magazine” untuk mengenal hotel secara lebih mendalam.
i. Bekerja sama dengan Pemerintah Kabupaten Kutai Kartanegara untuk menjadikan Kota Tenggarong sebagai kota tujuan wisata konvensi dengan cara promosi bersama.
4. International Travel Package
a. Menghubungi joint partner untuk mengadakan promosi bersama guna menarik wisatawan asing berkunjung ke Kalimantan Timur.
b. Menayangkan iklan dalam International Consumer Magazine atau Tourism Magazine untuk mempromosikan International Travel Package. c. Membangun situs khusus untuk seluruh properti
Pariwisata milik Pemerintah Kabupaten Kutai Kartanegara yang dapat digunakan sebagai media promosi.
5. Frequent Individual Travelers
a. Memberikan special contract rate terutama di kota- kota besar Indonesia.
b. Bekerja sama dengan perusahan pembuat reservasi kamar kamar hotel di dunia untuk memasarkan properti milik Kutai Kartanegara di berbagai negara c. Mengadakan kontrak kerjasama penjualan kamar
hotel yang akan melakukan perjalanan bisnis maupun leisure ke Kalimantan Timur.
d. Membuka Airport Counter di Bandara Sepinggan Balikpapan dan menyediakan brosur dan flyers di
airport Balikpapan.
e. Memasang billboard di ruang kedatangan Bandara Sepinggan Balikpapan sebagai sarana promosi yang akan segera memperkenalkan Kutai Kartanegara.
f. Memperbanyak tulisan atau release ke berbagai
consumer magazine, koran berskala nasional dan international untuk memperkenalkan properti Pariwisata Kutai Kartanegara.
3. Group Meetings/Conventions
a. Conducting research on companies that are frequently paid a visit by study groups or surveyors. b. Offering a variety of packages for meetings,
seminars and conferences to the organizers. c. Sending letter of offers for conference facilities at
attractive rates.
d. Making sales calls/visits to companies or Professional Conference Organizers in Jakarta. e. In collaboration with event organizers organizing
seminars, conferences and entertainment events. f. Organizing wedding packages and seminars and
incentive programs.
g. Participating in International Travel & Meeting Exhibitions.
h. Inviting “Destination Travel Magazine” to learn more about the hotels and its facilities.
i. Working closely with the Kutai Kartanegara Regency to make Tenggarong as a convention tourist destination town through joint promotions. 4. International Travel Package
a. Contacting joint partners to conduct joint promotions to attract foreign tourists to visit East Kalimantan.
b. Placing ads in the International Consumer Magazine or Magazine Tourism to promote International Travel Package.
c. Making a special site for the properties of the Kutai Kartanegara Regency Tourism that can be used as promotional media.
5. Frequent Individual Travelers
a. Offering special contract rates, especially in big cities in Indonesia.
b. In collaboration with the authorized persons at companies around the world to make hotel room rewervations in an effor to market the properties of Kutai Kartanegara in various countries.
c. Entering into room sales agreements with those planning to visit East Kalimantan for both business purpose and leisure.
d. Running an sales counter in Balikpapan Sepinggan Airport and giving out brochures and flyers at the Balikpapan airport
e. Placing a billboard at the arrival hall of Sepinggan Airport as a promotional tool to introduce Kutai Kartanegara.
f. Having more advertory write ups or releases in consumer magazines, and local and international newspapers to introduce the properties of Kutai Kartanegara Tourism.
6. Biro Perjalanan Wisata/ Grup Tur
a. Bekerja sama dengan biro perjalanan wisata lokal dan domestik.
b. Mengadakan contract rate untuk Group Incentive Tour.
c. Mengundang tour operator untuk mengenal fasilitas hotel dan objek wisata pulau lebih dekat. d. Menghadiri tradeshow dan roadshow di luar negeri
untuk bertemu langsung dan mengadakan kontrak dengan tour operator dan wholesalers.
e. Mengundang para penulis perjalanan atau travel writers untuk datang dan melihat langsung berbagai obyek wisata dan sarana akmodasi yang tersedia di Kutai Kartanegara
7. Long Stay Guest
a. Menghubungi perusahan yang mempunyai proyek di Kutai Kartanegara untuk mendapatkan para staf perusahan yang tinggal lama dan membutuhkan akomodasi di hotel.
b. Mendata perusahaan-perusaahan di Kutai Kartanegara.
c. Mengirimkan surat penawaran harga untuk long stay guest.
d. Memberikan harga corporate rate untuk perusahaan-perusahaan tersebut.
e. Memberikan special treatment kepada semua long stay guest di hotel.
Penghasilan dan Profitabilitas
Pada 2016, BNS memberikan kontribusi terhadap total penghasilan Bakrieland sebesar 1,37%, atau Rp23,1 miliar. Penghasilan BNS berasal dari GEK dan GES yang masing- masing menghasilkan Rp14,8 miliar dan Rp8,3 miliar.
6. Travel Agency/Tour Grups.
a. Entering into cooperations with localand domestic travel agencies.
b. Offering contract rates for Group Incentive Tours. Inviting tour operators to learn more about hotel facilities and nearby attraction spots.
c. Participating in oversees tradeshows and roadshows to have direct contacts with potential guests and enter into contracts with tour operators and wholesalers.
d. Inviting travel writers to come and see the various attractions and accomodating facilities available in Kutai Kartanegara
7. Long Stay guest.
a. Contacting companies that have projects in Kutai Kartanegara to learn if they have staffs that need to stay longer in the area and thus need hotel accommodation
b. Collecting data of companies in Kutai Kartanegara. c. Sending letter of offers for long stay guests. d. Offering corporate rates for companies.
e. Giving special treatments to guests who are planning to stay or have stayed long at the hotels.