HOTEL PRAPANCA

Project Site - Location Property Description

The site is located in Jl. Prapanca Raya no. 14, RT.4/RW.3, Pulo,
Kebayoran Baru, South Jakarta, only 5 km before turning lef
to Jl. Kemang Raya. This location is part of Kemang area, which
only takes 3-5 minutes walking distance to get the center of
Kemang crowd.

Prapanca is a residential area, with several high rise buildings,

government offices and retail stores. While Kemang itself is a
popular lifestyle destination for Foreign Tourists, Youngsters
and City Socialites. There are elite residential inhabited by
many expats (especially Western and South Koreans) and
many commercial spots, such as restaurants, bars, hotels,
galleries and retail shops, which is always crowded day and
night. Nightlife and Art / Creative shops are the major key
attractions of the area.

Distance to:
Sudirman CBD : 6km, 15-20 mins drive.
Simatupang CBD : 7km, 15-20 mins drive.
Airport : 33km, 45 mins drive via JKT inner ring road.
Developer: Macro Site - Evaluation (City Wide)
Agung Sedayu Group -- - o + ++
International Image V
Stage: Tourist Potential V
Market Survey / Feasibility Study Companies in the Surroundings V
Accessibility by Ground V
No. of Keys: Accessibility by Air Traffic
120 rooms Total V

Total GFA for the Hotel:

Micro Site - Evaluation (1-2km Radius)
4.645m2
-- - o + ++
Visibility V
Accessibility V
Surroundings V
Suitability for Business Guests V
Suitability for Tourists V
Total V

Strengths:
- Close to the center of Kemang crowd (major
attractions), where Kemang is the most popular
lifestyle destination for Foreign Tourists, Youngsters
and City Socialites.
- There are several high-tech and creative industry
offices here, such as GOJEK and some famous
Designers in various fields. Many young executives
visit this area.
- Quite close to CBD area, both Sudirman and
Simatupang, suitable for Business Guests who look
for nightlife afer work.
Weakness:
- The road in front of the location is sufficient for two
cars (one way), but it is close to traffic light to
Kemang (lef) and Brawijaya (right), both are quite
crowded areas, so it causes congestion sometime.
- There is a fly over in front of the location that could
be blocked the view from some levels of the
building.
- In South Jakarta, Prapanca is not an area that have
many companies around it, compared to others,
such as Melawai, Darmawangsa, and Cilandak.
Opportunities: Threats:
- This location is suitable for iconic or contemporary - Tight competition with surrounding homeowners
types of development, according to its more who rent their house with affordable prices through
dynamic, up-to-date and not budget concerned online.
target market, which can be a distinct advantage for
Developer’s asset portfolio.
Market Conditions
Market Demand:
- In general, occupancy performance of Hotels in Jakarta will be increased in 2020 above due to limited amount of new
hotel room supplies (Source: Coulliers Q1 Report for Jakarta Hotel).
- Many Homeowners in Prapanca surroundings rent their houses via online, indicates the need for accommodation in
this area is quite high.
Market Supply:
- Total rooms of Competitive Hotels surrounding:
3 star 346 rooms (Pop Kemang @110, Liberta @130 and Amaris La Codefin @106).
4 star 1.071 rooms (GranDhika @233, Ambhara @225, 101 JSD @150, GranKemang @203, Park Regis Arion @94,
Hotel Monopoli @68, Amaroossa Cosmo @98).
Note: No one of the above hotels is in Jl Prapanca Raya.
Market Performance:
No. Hotel Star Keys Room Size Distance (km) ADR (Idr) Occp (%)
(m2)
1 Pop Kemang 3 110 15 .29
2 Liberta 3 130 16 .75
3 Amaris La Codefin 3 106 18 .85
4 Grandhika 4 233 24 1.3 566,451 76.16
5 Ambhara 4 225 27 1.5 504,641 62.63
6 101 JSD 4 150 24 1.1 563,946 78.28
7 Grand Kemang 4 203 22 .5 629,937 74.17
8 Park Regis Arion 4 94 24 1 467,578 52.52
9 Monopoli 4 68 25 .45 765.000* 80*
10 Amaroossa Cosmo 4 98 26 2.6 506,046 49.7
Notes: Hotel Prapanca Comp. Set marked with yellow color. * price from booking.com and occp from direct survey.
Public Transportation:
1. Trans Jakarta: Kantor Lurah Pulo – 200 m, 3 minutes’ Walk
2. Bus Station: Blok M – 2,2 Km, 8 Minutes’ drive

Product Suggestion:

1. 3 star Hotels around 100 rooms, hi-tech concept, grab n go, and communal lobby.

2. Or, 4 star Boutique Hotels around 60 rooms, with special designed resto and bar.

3. Must have: Parking Space