SONO Hotels and Resorts Asia Signs SONO Felice Bali Canggu, Expanding Lifestyle Portfolio in Indonesia

SONO Hotels & Resorts Asia has signed a Hotel Management Agreement (HMA) with PT Nelayan Development SPV for SONO Felice Bali Canggu, a 90-room upper upscale lifestyle hotel set to open in July 2028. The signing marks another strategic step in SONO’s expansion across Indonesia, reinforcing its focus on high-potential destinations in Southeast Asia.

Location & Concept
- Opening: July 2028
- Site: Jalan Nelayan, Canggu – minutes from Batu Bolong Beach.
- Positioning: Upper upscale lifestyle hotel, blending residential-style hospitality with short and extended stays.
- Target Guests: Digital nomads, long-stay travelers, and lifestyle-focused visitors.

Design & Features
- Architecture: Four distinct buildings inspired by Water, Fire, Air, and Earth.
- Amenities: Ocean views, rooftop dining, private butler services.
- Identity: A modern hybrid concept balancing design, comfort, and destination connection.

Strategic Expansion
- SONO Felice Brand: Premium lifestyle offering elegance, comfort, and refined living.
- First Entry into Bali: Reinforces SONO’s focus on Southeast Asia’s high-potential destinations.
- Pipeline: SONO Hotels & Resorts Asia manages 16 hotels in Thailand & Indonesia, with 13+ properties planned across Asia by 2029.

Backing by SONO International
- Parent company operates 14,500+ rooms in 7 countries (South Korea, USA, France, Thailand, Indonesia, Japan, Vietnam).
- Integrated ecosystem includes Trinity Airways, strengthening travel and tourism synergies.

Leadership Insights
- Jihong An (SVP – Asia): Expansion strategy rooted in long-term fundamentals and destination potential.
- Ahti Kiili (PT Nelayan Development SPV): Partnership reflects Canggu’s evolution into a distinctive lifestyle market.
- Evan Burns (AVP – Indonesia): Designed for today’s flexible, design-focused travelers.

This project positions SONO to compete directly with lifestyle-driven brands already in Bali (like Marriott’s W, Hyatt’s Alila, and Accor’s SO/). It’s a clear bet on Canggu’s rise as Bali’s creative and leisure capital.