HotelsNew Sunerra brand marks the budget hotel operator's first foray into Southeast Asia's midscale hotel space.

RedDoorz breaks into midscale hotel segment

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The first Sunerra hotel in Jakarta offers 142 keys and rates starting from US$26 per night.
The first Sunerra hotel in Jakarta offers 142 keys and rates starting from US$26 per night.

Singapore-based hotel management and booking platform RedDoorz has launched its fourth brand, Sunerra, marking its first foray into the midscale hotel business.

Sunerra Antero has opened its doors in Jakarta last week, offering 142 rooms across four categories with rates starting from S$35 (US$26) per night, said COO Kelvin Teo, at a media briefing for the brand launch.

Despite the affordable price tag, Teo said the hotel still features premium facilities such as a pool, spa, children's playground, and fitness and health centre. There are also F&B menu inspired by Indonesian and international cuisines, plus a ballroom and meeting spaces.

Amit Saberwal, founder and CEO, RedDoorz, said: "Despite the difficult macro environment of last year, we remain deeply committed to building the future of hospitality in Southeast Asia and Sunerra."

Sunerra Hotels comes after RedDoorz launched SANS Hotels last November, targeting millennials and the Gen-Z customers, and KoolKost, a co-living brand in Indonesia that allows long-term guests to rent rooms under flexible leases.

There are currently 10 SANS hotels in Indonesia and Philippines, and plans are in place to double that by July 2021. KoolKost boasts the most footprints for the brand with some 250 properties regionally.

Saberwal said RedDoorz hotels will continue to be a mainstay for the company, even though the other three brands are expected to grow faster moving ahead.

"We have all the technology that has no parallel to bigger boys. Those in our categories, we rock on technology. [Which is why the next step is to] open the technology to these asset types, which includes midscale — that’s the reason for Sunnera."

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