The huge potential of Indonesia’s luxury market (part 2)
Indonesia is currently the fifth largest market for Rolls Royce cars in South East Asia, after China, Japan, India and Singapore (with an important number of Indonesian expats in Singapore as customers of the luxury car brand. Mabua Group, the local dealer of Harley Davidson motorbikes, announced last month that it is on track to become the largest dealer of the US motorbike company in number of units sold in the entire South East Asian region. BMW is the best selling European luxury car brand in Indonesia, followed closely by Audi and Mercedes Benz. Whille Toyota is one of the major mass market cars in Indonesia, its luxury brand, Lexus lags behind its European competitors. Apart from flagship showrooms, brands often open pop up showrooms in malls – in June 2012, Audi, Jaguar and Bentley set up pop up showrooms at the Pacific Place mall.
WATCHES & JEWELLERY
According to a report by Forbes Indonesia, the local luxury watches market was worth US$ 200 million in 2011. While sales of watches has been growing constantly, sales of high end jewellery have been stagnating due to increased taxation, most wealthy Indonesians opting to make such shopping abroad, especially in Singapore and Dubai.
Cartier, Montblanc (5 stores in Jakarta and 2 stores in Surabaya), Omega and Tag Heuer are the best represented watches and jewellery brands in Indonesia, each with several mono-brand stores at the major malls in Jakarta. Tiffany and Bvlgari each have two mono-brand store in Jakarta, while Rolex is only present with corners within the Time Place stores. The Time Place is the largest luxury watch retailer in Indonesia, with five flagship stores, four in Jakarta and one in Surabaya.
Most international five star chains are present in Jakarta, the majority operating in buildings built in the late 90′. The only new five star hotel to open in Jakarta in the past two years is the Keraton, a tower hotel adjancent to the Hyatt Jakarta. Both hotels have the same owner and market sources indicate disagreements with the Hyatt chain for a Park Hyatt managed hotel, instead Starwood’s Luxury Collection was selected as operator for the Keraton hotel. Mulia hotel, the city’s largest five star hotel, which is independently owned and run is ranked among the top luxury hotels in Jakarta. The owners of the Mulia are preparing for their second property, this time, in Bali.
Occupancy has been steadily increasing in the past three years, especially thanks to growing corporate traffic, however, average nightly rates at five star hotels are among the cheapest in South East Asia, hence, a reason for hoteliers to minimize investments to refurbish and renovate hotels. Weddings and other family events represent the biggest non-room revenue for the large five star hotels, ballrooms being booked almost a year in advance. The average number of participants at such grand weddings are 2.000 guests and a wedding can take up to three days. The Mulia and the Ritz Carlton Pacific Place have the largest ballrooms in Jakarta.
Bali has seen a flurry of luxury hotel openings, among the latest being Alila Villas Uluwatu, W Hotel & Retreat and The Regent. Most developers in Bali have been focusing on luxury residential developments, mostly targetted at wealthy Indonesians. Four Seasons, Alila, GHM and Aman Resorts are the main luxury hotel operators in Bali, each chain with more than one property in Bali.