Artotel Group: The Art of Stealing Market Share
The owner of Artotel is from the family that owns the Marriot Surabaya. Artotel is very close to the concept of a boutique hotel with artwork made by local artists so as to produce a comfortable and memorable place to stay. After undergoing several strategic direction changes, Artotel realized its main strength is the ability to have a “breathing brand DNA” aka a brand that continues to grow depending on the market environment. This case will discuss the various methods that Arotel has used to gain more market share and maintain its brand DNA.