Lessons from Apurva Kempinski on ‘powerful’ marketing
The hotel is an “open theatre” where guests encounter “Powerful Indonesia” through immersive experiences
01 Mar 2025
Hotels can play a huge role in destination marketing, extending the efforts of national tourism organizations that often lament about a limited budget but endless competition.
The Apurva Kempinski Bali exemplifies this, functioning as an ‘open theatre’ to showcase ‘Powerful Indonesia to the World’ since its launch in 2019.
Indonesia remains somewhat of a secret to the rest of the world, explained the hotel’s general manager Vincent Guironnet, when asked why he picked the Powerful Indonesia slogan (read the full article here).
“People might say Indonesia is wonderful, but what does that truly convey? We’ve adopted the slogan Powerful Indonesia to emphasize its true strengths: a rich cultural heritage, diverse ethnicities that fuel its vibrant culture, and undeniable economic power.
“Everything you encounter in Indonesia exudes a sense of power – the art, the fashion, the furniture, the food… the list goes on,” said Guironnet, who has lived in Indonesia for two decades.
This year, the hotel deepens the mission by featuring bi-monthly regional themes spotlighting Indonesia’s seven main regions – Sumatra, Nusa Tenggara, Java, Kalimantan, Sulawesi, Maluku and Papua – through immersive experiences such as:
Cultural Immersion: Guests encounter arrival rituals, indigenous cuisine, storytelling, traditional games and artisanal crafts.
Wellness: The Apurva Spa blends science-backed longevity practices with Indonesian ancestral healing traditions, offering therapies like Agra Shala Healing and Neurobic Training.
Dining: Koral, Bali’s first aquarium dining experience, elevates its culinary offerings with Michelin-starred Chef Jean Baptiste Natali, focusing on ethical sourcing.
Beverage: Expert bartenders create signature cocktails using rare Indonesian ingredients.
Sustainability: As Indonesia’s first GSTC-certified hotel, Apurva Kempinski Bali aims for carbon neutrality by 2030. Initiatives include mangrove restoration, carbon footprint tracking, green mobility and sourcing from local producers. The resort has earned EarthCheck 2nd Silver certification and was named Best Sustainable Hotel at the ULTRAs (Ultimate Luxury Travel Related Awards) in London last year.
Said Guironnet, “We are dedicated to bringing Indonesia’s rich heritage to life in a way that is immersive, meaningful and forward-thinking. With Powerful Indonesia to the World, we are beyond merely showcasing Indonesia’s rich heritage, we are inviting the world to experience it first-hand. From our culinary journeys to our wellness programs and cultural collaborations, every element is designed to honor the past, celebrate the present, and inspire the future.”