PHM Hotels

What PHM Hotels does

PHM Hotels (legal entity PT Panorama Hospitality Management) is an Indonesian hotel management company founded in 2014 as the hospitality arm of Panorama Group, one of Indonesia's largest integrated travel and tourism conglomerates. The company operates a multi-brand portfolio of 17 (now 18, after the July 2025 Heritage Yogyakarta launch) wholly-owned properties and 2,217 rooms across 8 Indonesian destinations (Bali, Jakarta, Bandung, Bogor, Yogyakarta, Gili Trawangan, Malang, Palembang) under five purpose-built brands spanning midscale to upscale: THE HAVEN (upscale leisure), THE 1O1 (upscale premium), 1O1 STYLE (midscale premium), 1O1 URBAN (midscale select), and FRii (midscale boutique). It also offers third-party hotel management services to property owners, including pre-opening, technical services, and ongoing operations.

The core operating technology centers on EDGE-certified (World Bank green building) properties at two sites delivering up to 63% energy savings, plus a proprietary "SEE" (Stay, Eat, Experience) service framework applied across the portfolio. The book1O1.com platform powers direct bookings, best-rate guarantees, and a loyalty program (member-exclusive deals, points toward free nights). No proprietary AI, patents, or advanced technology platforms are disclosed. Strategic differentiators are EDGE/ASEAN Green Hotel certifications at multiple properties and integration with Panorama Group's airline, travel-agency, tour, and media assets, which provide captive demand unmatched by standalone operators.

PHM Hotels generates revenue from five streams: room bookings across the portfolio (distributed via book1O1.com direct, OTAs such as Traveloka, and Panorama Group channels), food and beverage outlets at each property, meetings and events / MICE spaces, third-party hotel management fees, and ancillary services (spa, cooking classes, surf sessions, etc.). The company serves a dual customer base: end guests across four primary personas (upscale leisure, upscale business, midscale business, midscale leisure), and hotel property owners seeking a management partner with built-in distribution leverage. Pricing is not publicly disclosed; the company emphasizes best-rate guarantees through direct booking and bundles complimentary Wi-Fi and breakfast into room rates.

Name

PHM Hotels

Legal name

PT Panorama Hospitality Management

Website

https://phm-hotels.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

501–1,000 employees

Ownership category

akta.pro rank

Product category

Hotel Management

NAICS

Traveler Accommodation (7211), Hotels (except Casino Hotels) and Motels (72111), Accommodation (721)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Hotels & Motels (7011), Operators Of Nonresidential Buildings (6512)

akta.pro primary industry

Hospitality (Hotel) Property Management (BPAJAGAG)

akta.pro secondary industry

Lodging Booking & Accommodation Management (HSACAKAC)

Keywords

• Hotel management services
• Hospitality operations
• Hotel brand portfolio
• Property management
• Hotel distribution

Headquarters

HQ city

Dki Jakarta

HQ country

Indonesia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Technology or R&D

Revenue model

1. Hotel Room Revenue: Primary revenue from room bookings across 17 properties, with rates optimized through revenue management and distributed via direct bookings, OTAs, and Panorama Group channels.
2. Food & Beverage: Restaurant and bar outlets at each property including Sabeen at THE HAVEN Bali Seminyak, Portabella Italian Restaurant at THE 1O1 Bali Fontana, and multiple other dining concepts.
3. Meetings & Events: Meeting rooms and event spaces across properties generating revenue from corporate events, weddings, and MICE (Meetings, Incentives, Conferences, Exhibitions).
4. Hotel Management Services: PHM Hotels manages properties for third-party hotel owners, providing full operations, revenue management, and brand standards in exchange for management fees.
5. Ancillary Services: Spa services, recreational activities (Balinese cooking classes, surf sessions), and other guest services at various properties.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels4 records

Core offering

PHM Hotels operates and manages a portfolio of 17 hotel properties across 8 Indonesian destinations under five distinct brands (THE HAVEN, THE 1O1, 1O1 STYLE, 1O1 URBAN, FRii), providing accommodation, food and beverage, meetings and events, and ancillary guest experiences. The company also offers full-scale third-party hotel management services including front office, housekeeping, F&B, revenue management, pre-opening services, and brand standards. The book1O1.com platform powers direct bookings with a loyalty program offering best-rate guarantees and member-exclusive rewards.

Product overview

PHM Hotels operates as Indonesia's hotel management company with a multi-brand portfolio spanning five distinct hotel brands: THE HAVEN (upscale leisure), THE 1O1 (upscale premium), 1O1 STYLE (midscale premium), 1O1 URBAN (midscale select), and FRii (midscale boutique). The portfolio comprises 17+ properties across 8 destinations in Indonesia with 2,217+ rooms. The company offers hotel owners full-scale management services including operations, revenue optimization, and brand standards, while the book1O1.com platform powers direct bookings with a loyalty program. PHM Hotels is backed by Panorama Group, Indonesia's largest integrated tourism enterprise.

Differentiator

Problem solved

Functional benefit

Brands

• THE HAVEN: PHM Hotels' upscale leisure brand — built for guests who travel to truly get away. Unhurried by design, set in destination-worthy locations with spaces that invite rest and genuine connection to surroundings.
• THE 1O1
• 1O1 STYLE
• 1O1 URBAN
• FRii
• book1O1.com

Products and services

• THE HAVEN (Upscale Leisure Brand) Upscale leisure hotel brand under PHM Hotels targeting guests who travel to truly get away. Properties are set in destination-worthy locations with spaces designed for rest, reflection, and genuine connection to surroundings. Includes THE HAVEN Bali Seminyak featuring hotel rooms, suites, and pool villas with full-service spa and beach access.
• THE 1O1 (Upscale Premium Brand) Upscale premium hotel brand offering modern accommodations with contemporary design across urban and leisure destinations. Properties include THE 1O1 Bali Fontana Seminyak (136 rooms), THE 1O1 Bali Oasis Sanur (126 rooms), THE 1O1 Bandung Dago (140 rooms), THE 1O1 Bogor Suryakancana (155 rooms), THE 1O1 Jakarta Airport CBC (126 rooms), THE 1O1 Jakarta Sedayu Darmawangsa (150 rooms), THE 1O1 Malang OJ (140 rooms), THE 1O1 Palembang Rajawali (136 rooms), and THE 1O1 Yogyakarta Tugu (150 rooms).
• 1O1 STYLE (Midscale Premium Brand) Midscale premium hotel brand blending contemporary design with local heritage, positioned near cultural and shopping districts. Currently includes 1O1 STYLE Yogyakarta Malioboro (105 rooms).
• 1O1 URBAN (Midscale Select Brand) Midscale select service hotel brand offering family-friendly urban accommodations with essential amenities. Properties include 1O1 URBAN Jakarta Glodok - Kota Tua (100 rooms), 1O1 URBAN Jakarta Kelapa Gading (170 rooms), 1O1 URBAN Jakarta Thamrin (150 rooms), and 1O1 URBAN Heritage Yogyakarta Lynn Prawirotaman (111 rooms).
• FRii (Midscale Boutique Brand) Midscale boutique hotel brand targeting surf and beach enthusiasts with thematic properties. Includes FRii Bali Echo Beach (77 rooms in Canggu, Bali) and FRii Resort Gili Trawangan (86 rooms, oceanfront resort).
• book1O1.com (Direct Booking & Loyalty Platform) Direct booking platform offering member-exclusive rates, special offers not available on OTAs, reward points on stays, complimentary Wi-Fi at every property, best-rate guarantee, and mobile check-in. Available on web at book101.com and via mobile apps on iOS App Store and Google Play.
• Hotel Management Services Full-scale hotel management services for third-party property owners including front office operations, F&B, housekeeping, revenue management, digital distribution, and guest experience operations. Services include technical services (brand alignment, product development, feasibility studies), pre-opening services (hiring, training, SOP setup, sales activation), and ongoing hotel management. Leverages Panorama Group's integrated tourism ecosystem for built-in distribution.
• 1O1 URBAN Heritage Yogyakarta Lynn Prawirotaman Midscale select Heritage collection hotel in Prawirotaman, Yogyakarta, featuring 80 rooms (per property list) inspired by Javanese cultural values with Batik Kawung motif interior design. Offers swimming pool, restaurant, lounge area, and meeting rooms. Marked as the group's first-ever Heritage collection property.

Quantifiable outcome

• Up to 63% energy savings at EDGE-certified properties (THE 1O1 Yogyakarta Tugu and THE 1O1 Bogor Suryakancana)
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core.

• Indonesian Culinary Council (DKI)coreStrategic or Co-development Partner · 9 August 2025MoU signed to advance Indonesia's culinary and gastronomic sectors. Includes local menu curation, culinary storytelling, promoting Indonesian gastronomy, chef residency programs, and cultural events across PHM properties. Aims to deliver authentic Indonesian culinary experiences to hotel guests.
• Cimory Dairyland (PT Wisata Sapta Pesona)coreStrategic or Co-development Partner · 29 May 2025Cross-sector partnership for integrated tourism combining accommodation, attractions, and local experiences. Joint promotions across properties and Cimory attractions nationwide. Development of integrated travel and MICE programs with bundled packages combining hotel stays with theme park tickets.
• Malaysian AirlinescoreGTM or Marketing Partner · 22 May 2025Strategic collaboration with Panorama Group to drive Malaysian tourists to Indonesia. PHM Hotels offers quality accommodations across prime destinations including Jakarta, Bandung, Yogyakarta, Bali, and others. Partnership aims to strengthen regional connectivity and support national tourism growth in Southeast Asia.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Discovery Hotels & Resorts: Bali-based Indonesian hospitality group operating Discovery and Hotel Indonesia Kempinski properties, focused on upscale leisure in destination locations. Strong competitor in the upscale leisure segment (THE HAVEN comparable) and Indonesian ownership profile similar to PHM.
• Tauzia Hotels & Resorts: Indonesian hotel management group operating HARRIS, POP!, Kozi, Preference and other midscale brands across Indonesia. Comparable multi-brand approach, similar midscale-to-mid-upscale positioning, and asset-light management model make it a direct Indonesian competitor to PHM's brands.
• Topotels Hotels & Resorts: Indonesian hotel management and development group with midscale and upscale properties across Indonesia. Comparable hotel management services business model and domestic Indonesian portfolio focus to PHM's owner-partnership offering.
• Artotel Group: Indonesian boutique hotel group operating ARTOTEL, MaxOne, Curated and Yello Hotels brands across urban and resort destinations in Indonesia. Comparable boutique-and-lifestyle brand strategy, similar midscale positioning, and Indonesian tourism focus to PHM's FRii and 1O1 STYLE brands.
• Santika Indonesia Hotels & Resorts: Major Indonesian hotel chain operating Hotel Santika, Amaris, Kaya and Anvaya brands from midscale to upscale across Indonesia. Directly comparable in segment coverage, geographic focus on Indonesia, and franchise/management business model.
• Archipelago International: Singapore-headquartered hotel management company with one of the largest Indonesian footprints (Aston, fave, Harper, Alana, Quest brands) operating across midscale to upscale segments. Closest pure-play comparable to PHM Hotels as a multi-brand Indonesian hotel operator and third-party management partner.

Broad incumbents

• Marriott International: World's largest hotel company with extensive upscale and luxury presence in Bali (Ritz-Carlton, St. Regis, Westin) and growing midscale (Courtyard, Four Points, Aloft) in Indonesia. Broad incumbent whose Bali resort presence most directly competes with THE HAVEN and THE 1O1 resort properties.
• Accor Hotels: Global major hospitality group operating ibis, Novotel, Pullman, Mövenpick, Raffles, Fairmont and many other brands with significant presence across Indonesia (especially Bali and Jakarta). A broad incumbent competitor with deeper loyalty distribution and international brand pull relevant to PHM's upscale and midscale offerings.
• IHG Hotels & Resorts: Global major operating Holiday Inn, Crowne Plaza, InterContinental, voco and Hotel Indigo with expanding midscale footprint in Indonesia. Broad incumbent competing for the same business and leisure travelers and management contracts in the same cities as PHM.

Emerging players

• MPC Properties: Privately held Indonesian hospitality group managing and developing boutique hotels and residential properties in Bali and other Indonesian destinations. Relevant emerging comparable in the Indonesian boutique and resort segments where PHM's FRii and THE HAVEN operate.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/phmhotels
• Facebookfacebook.com/experiencephm
• LinkedInlinkedin.com/company/phm-hotels

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries17 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 PHM Hotels