Indonesian Hotel & Restaurant Association | Perhimpunan Hotel & Restoran Indonesia

What Indonesian Hotel & Restaurant Association | Perhimpunan Hotel & Restoran Indonesia does

Perhimpunan Hotel dan Restoran Indonesia (PHRI), or the Indonesian Hotel & Restaurant Association, is a non-profit industry association founded on February 9, 1969, by seven prominent Indonesian hoteliers. Headquartered at Hotel Grand Sahid Jaya in Central Jakarta, PHRI represents hotels ranging from non-star to 5-star classifications, restaurants and food-and-beverage businesses, and tourism educational institutions (academies, vocational high schools, and universities) across all Indonesian provinces through its Badan Pimpinan Daerah (BPD) regional management bodies. The current Central Management Board (Badan Pimpinan Pusat / BPP PHRI) operates for the 2025-2030 governance period.

PHRI's core offering is a membership-based service bundle delivered through a suite of interconnected digital platforms: a membership portal (membership.phri.or.id), a hotel booking platform (bookingina.com), searchable directories for hotels, restaurants, and tourism educational institutions, a meeting room directory, and a dedicated auditor dashboard (betaskka.phri.or.id) for managing the issuance of Surat Keterangan Klasifikasi Usaha (SKKA) — the official business classification certificates for hotel and restaurant businesses. Ancillary channels include the PHRI Shop (betashop.phri.or.id) e-commerce store for branded merchandise, a career portal, a media center, events calendar, and the PHRI Peduli social responsibility program.

PHRI's business model is non-profit and primarily funded through recurring membership fees from member hotels, restaurants, and tourism educational institutions, supplemented by merchandise sales and SKKA business classification services. Go-to-market is community-led through the BPD provincial network and digital channels (Instagram, Facebook, official website). The organization maintains affiliations with national and international tourism organizations to advance sustainable tourism development in Indonesia.

Name

Indonesian Hotel & Restaurant Association | Perhimpunan Hotel & Restoran Indonesia

Legal name

Perhimpunan Hotel dan Restoran Indonesia

Website

https://phri.or.id

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

251–500 employees

Short description

PHRI (Perhimpunan Hotel dan Restoran Indonesia) is the national non-profit association founded in 1969 representing Indonesian hotels, restaurants, and tourism educational institutions, delivering membership services, business classification certification, directories, and booking platforms through a provincial BPD network.

Ownership category

akta.pro rank

Headquarters

HQ city

Jakarta Pusat

HQ country

Indonesia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Membership Fees: Annual membership fees from hotels, restaurants, and tourism educational institutions across Indonesia, with members receiving access to certification services, database management, and member-only facilities.
2. Merchandise Sales (PHRI Shop): Sale of PHRI-branded merchandise including collared t-shirts, t-shirts, batik cloth, adventurer hats, lanyards, and flag fabrics through the betashop.phri.or.id e-commerce platform.
3. Business Classification Services: Issuance of Surat Keterangan Klasifikasi Usaha Hotel & Restoran (Business Classification Certificates for Hotel and Restaurant Businesses) through the betaskka.phri.or.id auditor dashboard system.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

PHRI is a non-profit membership association serving Indonesian hotels, restaurants, and tourism educational institutions. It delivers industry representation, official business classification certification (SKKA), regional coordination through provincial management bodies (BPD PHRI), and digital member services including hotel booking (bookingina.com), directory listings, membership portals, and branded merchandise sales.

Product overview

PHRI operates as a membership-based hospitality association offering a suite of interconnected digital platforms and services. The core infrastructure includes hotel and restaurant directory services (phri.or.id/hotel, phri.or.id/restoran) for member discovery, an online booking platform (bookingina.com) for accommodation reservations, and dedicated dashboards for auditor classification (betaskka.phri.or.id) and membership management (membership.phri.or.id). The PHRI Shop (betashop.phri.or.id) provides official branded merchandise. Additional services encompass tourism education institution directories, meeting room bookings, regional leadership directories, a social responsibility program (PHRI Peduli), a media center for industry news, an event calendar, and a career portal. The organization is structured with regional management bodies (BPD) across Indonesia provinces coordinated through the Central Management Board (BPP).

Differentiator

Problem solved

Functional benefit

Products and services

• Hotel Booking Service (bookingina.com) Online accommodation booking platform enabling searches and reservations at PHRI member hotels across Indonesia.
• Hotel Information Directory Searchable directory of PHRI member hotels across Indonesia, filterable by province, star rating (non-star to 5-star), and room count.
• Restaurant Information Directory Searchable directory of PHRI member restaurants and food and beverage service businesses across Indonesia.
• Tourism Educational Institution Directory Directory of PHRI member tourism educational institutions, including academies (Akademi), vocational high schools (SMK), universities, and higher education institutions.
• Meeting Room Information Directory of meeting rooms and multi-purpose rooms available at PHRI member hotels across Indonesia.
• Business Classification Certification (SKKA) Official issuance of Surat Keterangan Klasifikasi Usaha (Business Classification Certificates) for hotel and restaurant businesses in Indonesia, managed through the auditor dashboard.
• Member Dashboard (BPP & BPD) Digital membership management platform for PHRI central and regional management bodies to manage organizational data and information.
• Member Access Portal Digital portal for members to manage data, access certifications, post job listings, and renew membership status.
• Regional Directory Directory of Regional Management Bodies (BPD PHRI) across Indonesian provinces with leadership, structure, and contact details.
• PHRI Care (PHRI Peduli) Social responsibility program supporting communities through disaster relief, food donations, educational support, and environmental conservation initiatives.
• PHRI Shop Official e-commerce store selling PHRI-branded merchandise including collared t-shirts, t-shirts, batik cloth, hats, lanyards, and flag fabric.
• Career Portal Job portal for posting hospitality industry vacancies and career opportunities.

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Various National Tourism OrganizationsmajorOthersPHRI establishes strategic cooperation and affiliations with various national and international tourism organizations to develop sustainable tourism. The association maintains collaborative relationships with tourism organizations at the national level in Indonesia, serving as the primary representative body for the hotel and restaurant industry.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• National Restaurant Association (US): The leading U.S. foodservice trade association, providing advocacy, training, certification, and member benefits to restaurant operators. Directly mirrors PHRI's restaurant-side representation function and certification services.
• Restaurants Canada: Canada's national restaurant industry association, offering advocacy, research, and member benefits to F&B operators. Comparable to PHRI's restaurant membership segment in mission, services, and B2B orientation.
• UK Hospitality: The UK trade association representing hotels, restaurants, pubs, and broader hospitality. Highly comparable in structure to PHRI — membership-led, advocacy-driven, with member services and policy engagement as core value.
• American Hotel and Lodging Association (AHLA): The principal national trade association for the U.S. lodging industry, performing advocacy, certification, and member services analogous to PHRI's role for hotels in Indonesia. Both serve as the recognized industry voice to government and operate member benefit and policy platforms.
• Gabungan Industri Pariwisata Indonesia (GIPI): The Indonesian Tourism Industry Association, covering the broader tourism value chain (including hospitality). The closest in-country peer to PHRI, with overlapping membership and overlapping policy/advocacy remit in Indonesia.

Regional players

• Hotel Association of India (HAI): A peer national hotel association based in India, pursuing industry representation, classification, and policy engagement. Same industry-category fit as PHRI but serving a different South Asian market.
• Hospitality New Zealand: The peak industry body for New Zealand's hospitality sector (cafés, restaurants, bars, hotels). Closely matches PHRI's combined hotel-restaurant membership model but operates in a different geography (NZ rather than Indonesia).

Broad incumbents

• World Travel & Tourism Council (WTTC): The global authority on the economic and social contribution of Travel & Tourism, representing the broader industry worldwide. Comparable to PHRI in advocacy and data role but at global scale rather than Indonesia-only.

Others

• International Labour Organization (ILO) Tourism Subsector Programs: The ILO runs training, certification, and decent-work programs relevant to the hospitality workforce. Adjacent to PHRI's tourism-education and workforce linkage function, providing a global benchmark rather than direct competitive overlap.

Emerging players

• ASEAN Hotel Association: A regional hospitality association spanning ASEAN markets, including Indonesia. Comparable in member services and representation function but operating at the regional rather than national level.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/PHRIOnline
• Instagraminstagram.com/phriofficial?igsh=N2R4djJ4cXZlbDFq&utm_source=qr
• LinkedInlinkedin.com/company/phrionline

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Indonesian Hotel & Restaurant Association | Perhimpunan Hotel & Restoran Indonesia