SONO Hotels and Resorts Asia Signs HMA for SONO Moon Bali Seminyak

SONO Hotels & Resorts Asia has signed a Hotel Management Agreement (HMA) with PT Drupadi Management for the development of SONO Moon Bali Seminyak. The project marks the introduction of the SONO Moon brand to Bali.

Property Details
- Located in Seminyak, Bali, one of Indonesia's leading lifestyle and tourism destinations.
- Features 225 rooms.
- Scheduled to open in Q1 2027 following the repositioning of an existing hotel asset.

Expansion Strategy
- Reinforces SONO Hotels & Resorts Asia's continued growth in Indonesia.
- Part of the group's strategy to expand through partnerships with well-positioned hotels and owners.
- Focuses on creating long-term value through SONO's brands, network, and wider hospitality ecosystem.

Location Advantages
- Situated in central Seminyak.
Close to:
- Popular beaches
- Restaurants and cafés
- Shopping and entertainment areas
- Provides guests with easy access to Bali's lifestyle and leisure attractions.

Hotel Facilities
The hotel will offer:
- Two swimming pools
- Gym and spa
- Kids' club
- Meeting facilities
- All-day dining restaurant

Repositioning Plans
- Existing facilities will be upgraded and reimagined.
- New lifestyle and commercial concepts will be introduced.
- Enhancements are designed to encourage social interaction and deeper destination engagement.

SONO's Perspective
- Jihong An, Senior Vice President of SONO Hotels & Resorts Asia, highlighted Indonesia as a key growth market.
Emphasized that the project combines:
- A strong location
- An established hotel asset
- A lifestyle-focused brand suited to modern travelers

Owner's Perspective
- Herry Budiman, President Director of PT Drupadi Management, said the partnership will help strengthen the property's market position.
- Described SONO Moon as a strong fit for Seminyak's evolving lifestyle tourism market.

Guest Experience Focus
- The repositioning will introduce a more contemporary, experience-led identity.
Guests will be encouraged to explore:
- Local cuisine
- Balinese culture
- Creative communities
- Entertainment and lifestyle offerings

Operational Outlook
- Evan Burns, Area Vice President – Indonesia, SONO Hotels & Resorts Asia, said the project aims to connect guests more closely with Seminyak's unique character while enhancing the hotel's product and commercial positioning.

Key Takeaway
- The signing of the HMA for SONO Moon Bali Seminyak represents another milestone in SONO's regional expansion strategy, adding a lifestyle-focused property in one of Asia's strongest leisure destinations and strengthening its presence in the Indonesian market.