How RedDoorz reimagines budget stays for a lifestyle-driven generation

RedDoorz, long known for its affordable accommodations across Indonesia, is undergoing a strategic reinvention. With the changing expectations of younger travellers and a maturing customer base, the company is pivoting towards design-led, lifestyle-oriented offerings.

“As we grew our business over the years, many of our loyal customers also became affluent during this time. Customers, who were graduates or started their first job when they made the first RedDoorz booking, also graduated in their life with promotions, family and children. Thus, we realised we needed to increase our offerings to better suit their needs,” Vibhor Atal (pictured), demand director at RedDoorz, told MARKETING-INTERACTIVE.

This strategic pivot reflects a broader opportunity in Indonesia’s accommodation market. With no dominant player in the “affordable lifestyle” segment, RedDoorz sees potential to consolidate demand by creating memorable, design-conscious stays. The shift also coincides with a sharper focus on Indonesia, which helped the Singapore-based firm post its first-ever year of positive adjusted earnings in 2024.

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SANS Hotels: Affordable lifestyle with a local twist

At the heart of this repositioning is SANS Hotels, described by Atal as an “affordable lifestyle” brand that sits between traditional budget chains and premium boutique hotels. “This offers what can best be described as playful comfort,” said Atal.

The brand name is derived from the Bahasa Indonesia word santai, meaning “relax” or “chill”. Shortening it to SANS creates a modern, internationally friendly identity while retaining Indonesian roots. The hotels target Millennials, Gen Z travellers, and young families, reflecting a modern concept designed to foster a relaxed and refreshing atmosphere.

Colour choices - yellow, orange, light blue, and pink - paired with minimalist interiors and playful design elements, emphasise a sense of fun and social engagement. Properties such as SANS Hotel Puri Indah Jakarta and SANS Hotel Alexander Bandung demonstrate this approach, with pastel accent walls, vibrant common areas, and Instagrammable corners.

This colourful, inviting design creates a more memorable stay experience, especially appealing to younger guests who enjoy sharing on social media, Atal said.

RedDoorz is also riding the rebound in tourism hotspots such as Bali, recently marking a milestone with the launch of SANS Vibes Hotel Seminyak as its 100th SANS property. The brand has surpassed 1.3 million stayed nights across 35 cities, with CEO Amit Saberwal highlighting this as evidence of RedDoorz’s growing strength and ability to adapt to changing traveller needs.

Translating insights into design and amenities

RedDoorz is responding to evolving travel behaviours among younger generations. “For remote workers and digital nomads blending leisure and work (‘bleisure’ travel), instead of one- or two-night weekend trips, we’re seeing more stays in the 3-5 night range, especially in secondary cities,” Atal noted.

A standout trend is “gig tripping,” where Gen Z and Millennial travellers plan trips around events first and destinations second. Music festivals, concerts, and pop-culture conventions are fuelling spikes in bookings, often accompanied by extended stays to explore the surrounding area.

This behaviour has direct implications for property design and marketing, prompting RedDoorz to create spaces that cater to social interaction, digital sharing, and immersive experiences.

SANS properties are designed to meet these expectations. “We are focusing our SANS property on Gen Z’s need to connect with each other, whether through our game rooms, cosy lounges, or picturesque corners with vibrant colours designed to make their social media posts go viral,” Atal explained.

Campaigns prioritise experience over price, featuring playful storytelling and peer-style content. “Instead of leading with price or availability, it highlights moments: lounging on a beanbag or swing seat in a colour-splashed common area, playing soccer table with friends in the lobby or exploring street food just steps from the hotel,” Atal said.

This contrasts with RedDoorz’s broader messaging, which is anchored in functional value: affordability, convenience, and reliability. As a result, campaigns tend to highlight consistent quality standards, wide network coverage, competitive rates, and ease of booking.

Visual identity is key: bold colours, quirky typography, and short-form video content dominate SANS campaigns. Content on Instagram and TikTok taps into trending sounds and collaborations with local micro-influencers, amplifying the brand’s social-first positioning and showcasing authentic, peer-to-peer stay experiences that often translate directly into bookings and brand awareness, Atal said.

Measuring the impact: Guest feedback and demand

Metrics indicate that the repositioning is resonating. Atal observed that guest feedback has shifted from practical concerns to experiential language.

“Before, feedback focused on functional aspects - clean rooms, value for money, good location. Now we’re seeing guests talk about the atmosphere, design, and experiences: ‘Good hotel with a nice concept,’ ‘I could see the city view from the rooftop,’ ‘I found this hotel from Instagram and I love it, it’s close to street food,’” he said.

SANS is attracting a more diverse mix of travellers, including urban leisure seekers across cities such as Jakarta and Surabaya, friend groups, and couples. Weekend lifestyle escapes, short-city hops, and shared experiences are becoming increasingly common among domestic travellers.

RedDoorz plans to expand the SANS portfolio to cater to different traveller needs: SANS Stay (cheerful minimalist concept at competitive pricing), SANS Vibes (vibrant lifestyle-oriented properties), and SANS Elite (premium design with exclusive services and facilities).

“This expansion strategy aims to address both property owners’ demands and travellers’ expectations for unique and differentiated stay experiences,” Atal said.

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