Batam’s largest property aims to change island’s image

The largest hotel in Batam – the Indonesian island just off Singapore – has undergone a major renovation that it hopes will change the image of the island as a sleazy outpost for Singaporeans. Batam View Beach Resort has completed refurbishing half of its over 200 rooms and is targeting completion by the middle of this year.



The refurbished rooms at Batam View put some fivestar hotel rooms to shame and that’s not even including the sea views which all the rooms enjoy. The restaurants and lobby are set for completion within a few months. With an extended swimming pool and a spa/massage area, the 20-year old property would put more focus on the international market.



“At present, our markets are largely from Singapore and Indonesia but our marketing pipeline will include the international markets such as North Asia, Middle East, Australia/New Zealand, Europe and North America,” said Collin Ng, manager, New Century Tours Corporation.



The company bought over the property in 2000.



“With the rejuvenated look, our revised agent’s rates should be pegged around S$100 (US$61) to S$120,” said Ng.



The new-look rooms are expected to also attract the meetings market. Apart from the main building, the hotel also has 18 Balinese-style one and twobedroom villas (above), some of them literally on the sea.



The hotel has been averaging 50 percent occupancy in 2005 but expects this year to be better given that its main market Singapore would be the host for several major events such as the World Bank/IMF conferences and Asian Aerospace.



“We hope to ride on this bandwagon by offering side-trips to those who wish to unwind and/or the overspill can always consider Batam View resort,” said Ng.



The proximity to Singapore – it’s just a 35-minute ferry ride away – has been its selling point. Unfortunately, that had also brought in unsavoury elements into the island. Ng said it has been “marginalised” as more efforts were focused on Bintan – another Indonesian island, also close to Singapore – as a tourist destination. Ng said Batam boosts an international airport, a vibrant nightlife, shopping and cheap seafood – all within a radius of 30 minutes.



“Batam is akin to Phuket or Pattaya where the cluster of activities attracts tourists from all over the world,” he said.