Aston Branches Into Luxury Hotels

Indonesia’s Aston International has launched luxury brand ALANA, alongside mid-market two-tiered brand Neo and Neo+.

According to Norbert Vas, Vice President Sales and Marketing, said Alana would also be a luxury lifestyle brand whereas, Neo and Neo+ will cater to hotel developers who are keen on mid-market properties that are more playful and less standardised, with features like a garden in the lobby and communal tables in restaurants. Neo is positioned as a two-star-plus product that will cost more than Aston's two-star Favehotel, while Neo+, with larger rooms and more facilities such as a spa, will be priced higher than Aston's three-star Quest.

Currently under construction are four Neo properties in Jakarta and Bali and four Alana properties in Bali, Yogyakarta and Surabaya.