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element

BRAND DISTINCTIVE

It ensembles the strong connection between human, environment and the power of nature to uplift the spirit for a harmonious and better life. The five nature elements become our unique signatures, from Economy to Luxury needs, to serve evermore demanding clienteles.

E A R T H

Positioned the brand as the unparalleled Natural and Elegance leisure experience, THE HAVEN resonates its development with total concept of Serenity, Intimate, Warm and Discreet. A Deluxe Leisure getaway that constantly offer resort ambiance to stimulate harmony of body, mind and senses. It is inspired and associated with the spirit of EARTH that is nurturing, accessing reflec- tion time for slowing down and gathering in, internalizing to nourish and care for ourselves. As such, comfort becomes natural gesture spontaneously. “It’s Haven on Earth saying” never goes wrong, it is a dreamscape setting of Naturally Elegant.





W A T E R

Positioned the brand as pioneering MidScale Premium brand for Chic and Trendy lifestyle Hotel and Resort. THE 1O1 is modern, open minded, dynamic, energetic, inspiring, active and stylish. They offer a stylish way to be part of every happening. Dedicated only for the Young at Heart.

Inspired by the philosophy of water, THE 1O1 Hotel & Resort gives positive vibe, it is recharging, refreshing, flowing, and infuses creativity onto products and services. A smart choice for people who Work Hard and Play Hard. A matchless Smart Stylish Experience.





M E T A L

Positioned the brand as the most enjoyable Eco Smart Hotel in Indonesia for Simple Urban Explorers who are modern, fun, independent, open minded, price conscious, has limited time but love to explore all the greatness with simple mind. Inspired by the philosophy of metal, it last long and durable. It is practical but enjoyable for short-trip stay. Smart Service for Smart People to embed Beyond Sleep Well.




F I R E

Positioned the brand as the Ultimate Home that understand Me, everywhere. FRii is thoroughly explored for live value-seeker that are enthusiastic, casual, enjoy life, humble, unique, confident, spontaneous, passionate, independent, giving impact. FRii becomes the Ultimate Home, the place to explore own rhythms, connect and engage to appreciate every soul on earth.

vpassion, flame of dreams, sparks and radiant that gives effect to surrounding; FRii is about people’s journey to venture life. At FRii, people write, share, and collect unforgettable life stories. It is about My Journey, My Story.



C O L L E C T I O N

A portfolio of an array of exhilarating selection hotel and resort offering unique and authentic experiences that evoke lasting, treasured memories.

Each hotel and resort has a different and valued of its location; a getaway to the destination’s indigenous charms and treasures, where people will have more options to select type of accommodation that suits their budget, preference and lifestyle needs along with the well standard service quality. It is the latest modern conveniences combine with a uniquely enriching experience.



CRAFTING MORE SMILE WITH PHM HOTELS & RESORTS

experience PHM at www.phm-hotels.com

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