British electronic soul duo HONNE will mark their tenth anniversary with an exclusive fan engagement at Aloft by Marriott Jakarta Kebon Jeruk on 22 August 2026. The event, part of the brand's Live at Aloft series, gives Marriott Bonvoy members and music fans a rare chance to connect with the artists beyond the stage.
Dubbed “Live at Aloft Presents: A Hangout with HONNE,” the evening will feature a candid conversation about the duo's creative journey, followed by a meet-and-greet. Five exclusive Marriott Bonvoy Moments packages will be auctioned, each including event access, a photo opportunity with HONNE, and a one-night stay at the hotel.
John Toomey, Chief Commercial Officer for Marriott International in Asia Pacific excluding China, said: “Music has always been at the heart of the Aloft experience, and Live at Aloft brings that spirit to life by creating meaningful moments where guests can connect with artists and one another.”
For fans not bidding on the Moments packages, Aloft properties in Jakarta are offering special stay packages that bundle event access with additional perks. The initiative underscores Aloft's long-standing commitment to music-centric hospitality, a positioning that has helped the brand differentiate itself in the competitive midscale lifestyle segment.
Live at Aloft expands its regional footprint
The Live at Aloft programme has become a signature platform for the brand across Asia Pacific, hosting a rotating lineup of regional and international acts. By pairing intimate performances with hotel stays, Aloft aims to convert a simple concert into a full travel experience—a strategy that resonates with younger, experience-driven travellers.
HONNE, known for hits like “Warm on a Cold Night” and “Day 1,” expressed enthusiasm for the Jakarta date. “Jakarta has always shown us so much love, so we’re really happy to partner with Aloft by Marriott for this special meet & greet,” the duo said in a statement.
The event also highlights the growing trend of music tourism, where fans travel specifically for concerts and festivals. According to industry data, such trips often generate higher spend on accommodation, dining, and local experiences. Marriott's integration of loyalty benefits through Bonvoy Moments adds a layer of exclusivity that can drive direct bookings and member engagement.
Aloft's music focus is part of a broader Marriott strategy to create lifestyle-driven offerings across its portfolio. The company has recently expanded its all-inclusive footprint with new signings in Jamaica and Tanzania, and continues to push cultural immersion initiatives in the Caribbean and Latin America. These moves reflect a wider industry shift toward experiential travel, a trend also visible in the corporate events sector, where hotels like Hôtel Martinez report that 65% of bookings now include experiential elements.
For travel professionals, the HONNE event represents a case study in how hotel brands can leverage entertainment to drive occupancy and loyalty. By partnering with artists who have strong local followings, properties can attract both domestic and international guests, particularly in gateway cities like Jakarta.
The Live at Aloft series is expected to continue rolling out across Asia Pacific through 2026, with more artist announcements planned. As the region's travel recovery solidifies, such initiatives are likely to play an increasingly important role in differentiating hotel brands and capturing the attention of music-loving travellers.
