HyperGuest & Santika Indonesia Hotels & Resorts

Santika Indonesia Hotels & Resorts manages a diverse portfolio of brands across Indonesia, from Amaris to Hotel Santika to Santika Premiere, each with its own identity and market position. Direct connectivity with HyperGuest is now live, giving the group a shared digital and commercial backbone to grow direct bookings without diluting what makes each brand distinct.

We conducted a mini-interview with Mr. Sudarsana, Corporate General Manager Sales & Marketing at Santika to hear how they're approaching direct distribution at scale.

The Vision

How do you approach direct booking growth without diluting each brand's identity?

"At Santika Indonesia Hotels & Resorts, we view direct booking growth as an opportunity to strengthen our relationship with guests while preserving the unique identity of each brand. We use a shared digital and commercial ecosystem to create efficiency, while tailoring our messaging, offers, and guest experiences to each brand's positioning and target market. This allows brands such as Amaris, Hotel Santika, and Santika Premiere to remain distinctive while benefiting from the strength of the wider Santika ecosystem. Ultimately, our approach is to centralize the infrastructure, but keep the brand identity and guest experience distinctive."

The Challenge

What was the biggest challenge in keeping distribution consistent across so many properties and brands?

"The biggest challenge has been maintaining consistent distribution standards across a diverse portfolio while allowing each property to respond to its own market dynamics. With different brands, locations, target segments, and levels of digital maturity, ensuring consistency in rates, inventory, content, and channel management requires strong coordination. We address this through clear corporate guidelines, centralized systems, and close collaboration between the corporate and property teams. At the same time, we give each property the flexibility to adapt its distribution strategy to local market opportunities."

The Partnership

How is HyperGuest helping Santika strengthen direct connectivity across the group?

"We believe with wide range of connectivity across the globe will eventually provide us with more visibility in the market and help us to strengthen our positioning in global markets."

Thank you to Mr. Sudarsana and the team at Santika Indonesia Hotels & Resorts for the trust!