Raia Hotel

What Raia Hotel does

Raia Hotels & Resorts is a Malaysian hospitality group operating six properties — four Raia Hotel & Convention Centre locations (Alor Setar, Kuala Terengganu, Kuching, with the Kuching property at 237 rooms), Raia Hotel Kota Kinabalu (city hotel), Raia Inn Penang (3-star), and Raia Beach Resort Port Dickson — totalling over 900 guest rooms. Each property is positioned near a major Malaysian airport or commercial district, targeting business travellers, families, MICE (meetings, incentives, conferences, and exhibitions) demand, and the Muslim-friendly travel segment through Halal-certified dining. The chain is managed by UJ Hotels & Resorts Management Services Sdn. Bhd., a subsidiary of Urusharta Jamaah, with its corporate headquarters at MoF Inc Tower in Kuala Lumpur.

The technology backbone is a proprietary direct-booking platform powered by Roiback, which provides real-time availability across all six properties, plus dedicated login portals for travel agencies and corporate clients, and a Raia Members loyalty programme offering a 5% direct-booking discount and 10% F&B discount. In-room amenities include Smart TVs with streaming, free WiFi, and accessible (OKU-friendly) rooms. Group-wide conventions infrastructure supports corporate meetings, weddings, and events up to 2,500 guests (Alor Setar Grand Ballroom), with F&B sub-brands including the Raia Kopitiam café concept.

The revenue model combines per-night accommodation across Superior through Royal Suite tiers (MYR 178 to MYR 5,936 per night), F&B (Halal-certified restaurants and seasonal dining), MICE package sales (venue plus catering), and a recurring-element Raia Members loyalty programme. Distribution is hybrid: the official website prioritised via best-rate guarantees, complemented by agency and corporate channels. The company markets primarily through its own site, Instagram (@raiahotel), email, and SEO. No external institutional investors, public listings, or M&A activity are disclosed in the available source material.

Name

Raia Hotel

Legal name

UJ Hotels & Resorts Management Services Sdn. Bhd.

Website

https://raiahotels.com.my

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

251–500 employees

Short description

Raia Hotels & Resorts is a Malaysian hotel chain operating six airport-proximate properties offering accommodation, Halal-certified dining, and MICE facilities, serving business, leisure, and Muslim-friendly travellers under UJ Hotels & Resorts Management Services.

Ownership category

akta.pro rank

Product category

Hotel & Resort Hospitality

NAICS

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

SIC

Hotels & Motels (7011)

akta.pro primary industry

Business & Corporate Full-Service Hotels (THAGAAAE)

akta.pro secondary industries

Resort Convention Hotels (THAGALAC), Hotel & Resort Convention Venues (Convention Hotels) (THAHAAAC), Resort-Area Full-Service Hotels (Non–All-Inclusive) (THAGAAAD)

Keywords

• Hotel accommodation services
• Convention meeting venues
• Halal-certified hospitality
• Airport hotel properties
• Loyalty program hospitality

Headquarters

HQ city

Kuala Lumpur

HQ country

Malaysia

HQ region

Asia

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Accommodation: Core revenue stream from hotel room bookings across six properties in Malaysia. Room types range from Superior rooms to Presidential and Royal Suites, with pricing varying by property location and season. Direct bookings through the website offer best price guarantee.
2. Food and Beverage: Halal-certified dining across all properties including restaurants, kopitiam (café) concepts, hi-tea buffets, and seasonal dining promotions. Room rates at some properties include breakfast packages.
3. Meetings and Events: Convention centres and function rooms for corporate meetings, seminars, weddings, and social gatherings. All-in-one packages include venue, coffee breaks, and dining options.
4. Raia Members Loyalty Program: Revenue generation through direct bookings facilitated by the loyalty program, which incentivizes repeat customer engagement with exclusive discounts.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Raia Hotels & Resorts operates six hotel and resort properties across Malaysia (Terengganu, Alor Setar, Kuching, Kota Kinabalu, Penang, and Port Dickson) with over 900 guest rooms. The chain provides accommodation, Halal-certified dining, convention and meeting facilities, leisure amenities, and a member loyalty program, with most properties positioned near major Malaysian airports.

Product overview

Raia Hotels & Resorts is a Malaysian hotel chain comprising six properties offering accommodation, dining, meetings and events, and leisure services. The portfolio includes four Raia Hotel & Convention Centre properties (Alor Setar 4-star, Terengganu 4-star, Kuching 4-star with 237 rooms) and Raia Hotel Kota Kinabalu (3-star city hotel), plus Raia Inn Penang (3-star) and Raia Beach Resort Port Dickson (4-star beachfront resort). The chain operates over 900 guest rooms across strategic airport-proximate locations in Malaysia. Supporting services include a Raia Members loyalty program with 5% direct booking discounts, B2B booking portals for agencies and corporate clients, and an online booking engine. Properties feature Halal-certified dining, Smart TVs, swimming pools, fitness centres, meeting rooms, convention facilities, wedding venues, and family-friendly amenities including kids' pools and playrooms.

Differentiator

Problem solved

Functional benefit

Brands

• Raia Kopitiam: Café concept at selected Raia Hotel locations offering local coffee and traditional Malaysian fare.
• Raia Members

Products and services

• Raia Hotel & Convention Centre Terengganu A hotel and convention property in Kuala Terengganu offering guest rooms, convention and meeting facilities, and dining outlets for leisure and business travellers in the East Coast region.
• Raia Hotel & Convention Centre Alor Setar A hotel and convention property in Alor Setar, Kedah serving northern Malaysia with guest rooms, meeting venues, and Halal-certified dining.
• Raia Hotel Kuching A hotel property in Kuching, Sarawak providing accommodation, dining, and event hosting services for visitors to East Malaysia.
• Raia Hotel & Convention Centre Kota Kinabalu A hotel and convention property in Kota Kinabalu, Sabah offering accommodation, convention facilities, and dining options for travellers in East Malaysia.
• Raia Hotel Penang A hotel property in Penang offering accommodation and dining for leisure and business guests visiting the island state.
• Raia Hotel & Convention Centre Port Dickson A resort hotel and convention property in Port Dickson, Negeri Sembilan providing beach-adjacent accommodation, convention facilities, and leisure amenities.
• Raia Members Loyalty Program A free membership loyalty program offering a 5% discount on published rates across all Raia Hotels & Resorts properties for individual guests.

Quantifiable outcome

• 5% additional discount for direct bookings through Raia Members program
• +2 more outcomes

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered core.

• UJ Hotels & Resorts Management Services Sdn. Bhd.coreStrategic or Co-development PartnerUJ Hotels & Resorts is a subsidiary of Urusharta Jamaah and serves as the management company for Raia Hotels & Resorts. This is a core operational partnership responsible for managing all six Raia Hotel properties across Malaysia.
• RoibackcoreTechnology or IntegrationRoiback provides the booking engine technology powering Raia Hotels' online reservation system. Their platform supports customer relationship management, booking processes, and daily operational reporting for the hotel chain.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Ibis Hotels (Accor) Malaysia: Global mid-scale hotel brand with multiple airport-proximate properties across Malaysia (including KLIA). Comparable airport-proximity, mid-tier positioning and business traveler focus, but backed by a global loyalty program.
• Hilton Garden Inn (Hilton) Malaysia: Global mid-scale hotel brand entering Malaysian airport and city markets. Comparable mid-tier positioning with strong global loyalty program (Hilton Honors) that competes directly for the same business traveler and corporate accounts Raia targets.
• Holiday Inn (IHG) Malaysia: Global mid-scale hotel brand with airport and city properties across Malaysia. Comparable 4-star positioning and business/convention focus, with global IHG One Rewards loyalty scale Raia cannot match.

Direct peers

• Lexis Hotels & Resorts: Malaysian resort and hotel operator with beachfront and city properties. Comparable Malaysian leisure-focused hospitality operator with mid-tier positioning.
• Sunway Hotels & Resorts: Malaysian-owned hotel group operating multiple 4-star properties across Malaysia with integrated resort, convention, and F&B offerings. Directly comparable mid-tier positioning, domestic multi-property footprint, and convention/MICE focus.
• Berjaya Hotels & Resorts: Malaysian hospitality group operating multiple mid-tier hotels, resorts, and convention properties domestically. Comparable diversified Malaysian hospitality portfolio with F&B, leisure, and MICE segments.
• Hotel Royal Malaysia: Malaysian mid-tier hotel chain operating multiple business and leisure properties across the country. Comparable 4-star positioning and convention/event capabilities within Malaysian market.
• EQ (Equatorial Hotels Malaysia): Malaysian mid-tier hotel chain with city and resort properties targeting business and leisure travelers. Directly comparable 4-star positioning and Malaysian multi-property footprint.
• TH Hotel & Resorts Sdn Bhd (Tabung Haji Hotels): Malaysian hotel chain owned by Lembaga Tabung Haji with strong Muslim-friendly positioning and Halal-certified F&B. Highly comparable pilgrim-fund-affiliated ownership structure, convention hotel portfolio, and religious tourism alignment.

Emerging players

• Avani Hotels & Resorts (Malaysia): Minor Group's mid-tier hotel brand with growing Malaysian footprint, including Sepang and other locations. Comparable mid-scale positioning targeting business and leisure travelers in Malaysia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/raiahotel
• Facebookfacebook.com/raiahotel
• LinkedInlinkedin.com/company/raia-hotel

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Raia Hotel