Industry Immersion Tour 2026: Exploring Innovation, Experiencing Tradition!

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The students had the opportunity to gain in-depth insights into brand and product differentiation strategies through a session led by Mr. Abdul Rohman Soleh, Director of Brand Marketing at Vertu & Yello Harmoni Jakarta. During the presentation, he explained how two distinct hotel brands operating within the same building are strategically managed to maintain their unique identities and market positions.

Mr. Rohman Soleh also elaborated on the implementation of each brand’s brand pillars, brand passion, and brand activation strategies, which are intentionally designed to contrast with one another in order to effectively target different customer segments. The session provided students with valuable perspectives on brand management, market segmentation, and the importance of differentiation in creating competitive advantages within the hospitality industry.

The program continued with a visit to Tjahaja Abadi Restaurant, where students attended a presentation by Ms. Rina Prasetyawati, Director of Group Strategy and Transformation. During the session, she shared insights into the restaurant’s marketing strategies and product innovation efforts amid the intense competition within the Blok M culinary district. In addition to discussing the selection of signature menu items based on family recipes and the continuous adaptation of flavors to meet evolving consumer preferences, she emphasized the importance of delivering an authentic customer experience. This approach has proven effective in building strong customer loyalty, encouraging repeat visits while also attracting new customers through organic word-of-mouth recommendations.

The Tourism Study Program’s industry immersion tour to Hotel Vertu & Yello Harmoni Jakarta and Tjahaja Abadi Restaurant provided students with valuable lessons on the importance of uniqueness and differentiation in marketing strategies. From the management team at Vertu & Yello Harmoni Jakarta, students explored how contrasting brand differentiation strategies are implemented within a combo hotel concept to effectively target distinct customer segments. Meanwhile, at Tjahaja Abadi Restaurant in Blok M, students learned about the significance of maintaining the consistency of family-recipe-based products while delivering an authentic customer experience to foster customer loyalty and support sustainable business growth through organic channels.

Overall, the visit equipped students with practical insights into contemporary marketing strategies and product innovation, offering a real-world perspective on how tourism and culinary businesses remain competitive in today’s dynamic and highly competitive marketplace.

 

Written by: Varenina Svenska (202402530001)