Preferred Hotels & Resorts has strengthened its Southeast Asia footprint with the addition of four new member properties in Bali, Indonesia. The move brings the brand's Indonesian portfolio to five hotels, joining the existing AYANA Midplaza Jakarta, and underscores the group's strategy to tap into rising demand for high-end, experience-led travel across the region.
The new Bali additions span distinct niches, from cultural immersion in Ubud to beachfront wellness in Sanur. Christine Tan, Area Managing Director for Southeast Asia, said: “As demand for authentic, experience-driven luxury travel continues to grow in the region, these new member properties enhance the diversity and competitiveness of our regional portfolio.”
Four distinct Bali experiences join the collection
The four new member hotels are:
- Ametis Villa Bali in Canggu – an all-villa retreat known for its private pool villas and personalised butler service, appealing to travellers seeking seclusion and bespoke attention.
- Nuju Uluwatu in Bingin – an adults-only clifftop hideaway offering panoramic ocean views and a focus on romantic getaways and digital detox.
- Samsara Ubud – a wellness-centric property set in the island's highlands, offering holistic programmes, yoga pavilions and organic cuisine.
- The Meru Sanur – an oceanfront resort in Sanur that combines luxury accommodation with a strong emphasis on wellness tourism, including spa facilities and healthy dining options.
Each property participates in the I Prefer Hotel Rewards programme, the group's loyalty scheme that allows members to earn points and enjoy benefits across more than 600 participating hotels worldwide. For travel advisors, this means clients can now access these new Bali options while still earning and redeeming within a familiar programme.
The expansion is supported by Preferred Hotels & Resorts' dedicated Singapore-based team, which provides on-the-ground assistance for hotel partners in areas such as sales, marketing and distribution. This regional infrastructure is designed to help new members integrate quickly into the brand's global sales network, which includes connections to major GDS systems and travel agent channels.
With these additions, Preferred Hotels & Resorts now represents 25 properties across seven countries in Southeast Asia, including established destinations such as Thailand, Vietnam and Malaysia. The brand's growth in Bali comes at a time when the island continues to attract both leisure and MICE travellers, with hoteliers reporting strong occupancy and rising average daily rates.
For travel professionals, the new Bali portfolio offers a wider range of product to sell, from intimate villas in Canggu to wellness-focused resorts in Ubud. The diversity of experiences aligns with current traveller preferences for authentic, purpose-driven stays, a trend that has been accelerating across the luxury segment.
Preferred Hotels & Resorts' expansion in Bali is part of a broader push by the brand to grow its presence in Asia-Pacific. The company has been actively signing new properties in key gateway cities and resort destinations, leveraging its independent-hotel model to attract owners who want the benefits of a global brand without sacrificing their unique identity.
As the travel industry continues to rebound, the addition of these four Bali hotels positions Preferred Hotels & Resorts to capture a larger share of the luxury market in Indonesia. With the support of its regional team and the I Prefer programme, the brand is well placed to serve both leisure travellers and the meetings and incentives segment, which is showing renewed vigour in Bali.
