SUMMARY OF STRATEGY IN VILLA BUKIT ULUWATU, TBK

The improvement in the level of living standards in different parts of the world have implications for attitudes toward work and leisure. The increase in income tends to be accompanied by a shift in value to gain more leisure because people now have the ability to pay for the things they want. This trend is seen in Europe, where there has been a decline in hours worked since 1970 as well as in Latin America and the Caribbean. It even began to appear in the United States and East Asia have traditionally worked much longer hours than Europe and many developing countries (World Tourism Organization, 2010).

With the support of a conducive economic climate, PT Bukit Uluwatu Villa Tbk was established in 2000 and has major operations in the provision of accommodation and hospitality services. Ownership of the company consists of PT Asia Leisure Network (40.29%), Archipelago Resort and Hotels Ltd (16.19%) and public (43.52%). The Company is domiciled in Badung, Bali. At the end of 2003 PT Bukit Uluwatu Villa Tbk purchased land in Uluwatu area for which the plan was originally built villa for sale. 

In 2004 and 2005, carried out the design process and obtain all necessary permits. 2006 land clearing work done. Infrastructure development started in 2007, but the development of PT Bukit Uluwatu Villa Tbk decided to focus on the business of accommodation and hospitality service providers because they have better prospects. So Alila Villas Uluwatu which was completed in early 2009 as a resort leased since June 2009. In 2007 with the entry of Archipelago Resorts and Hotels Limited as a shareholder of PT Bukit Uluwatu Villa Tbk, PT Bukit Uluwatu Villa status Tbk changed to Foreign Investment Company (PMA). The villas and hotels PT Bukit Uluwatu Villa Tbk, which has been operating now under the management of Alila Hotels & Resorts Ltd.. ("AHR").

Plan PT Bukit Uluwatu Villa Tbk business services provider focused on accommodation and hospitality strengthened by the acquisition of Hotel Alila Ubud from PT Bukit Payangan. So now PT Bukit Uluwatu Villa Tbk run two operating resort in Bali, Alila Ubud, a boutique resort located in the area of ​​Ubud and Alila Villas Uluwatu villas with a concept of "all pool villa resort", located in the village of Pecatu, Uluwatu. PT Bukit Uluwatu Villa Tbk has targeted tourists, namely local and international tourists with 2 different segments. Alila Ubud target the upper middle class customers who are looking for tourist island of Bali, Alila Villas Uluwatu while targeting customers who are looking for luxury and lifestyle travel.

After successfully registering its shares on the Indonesia Stock Exchange in 2010, where the company is able to raise funds amounting to Rp.222, 85 billion, PT Bukit Uluwatu continues to reap international recognition as a world-class destination. Investor confidence in PT Bukit Uluwatu Villa Tbk. increases because the company helped implement conservation and culture. Funding obtained and with the support of most banks used to acquire PT Bukit Lagoi Villa, owner of 14.4 acres of land on the island of Bintan. This land will be used for the construction of Alila Villas Bintan and partly used for the purchase of 1.7 acres of land in Tarabitan, North Minahasa (Manado), which is now in the process, through Sitaro PT Mitra Abadi, for the construction of Alila Tarabitan.

In 2011, the company established a joint venture company PT Bukit Lantern Welfare, in cooperation with PT Indah Lantern Shining with 60-40 percent ownership composition. The joint venture is to build Alila SCBD. In 2011 this same pile installation Alila Villas Bintan has begun. Then the company began to acquire 99% stake in PT Bukit Borobudur.

PT. Bukit Uluwatu Villa Tbk. is a hotel and resort development company in Indonesia. Villa managed offering a unique lifestyle experience combined with hospitality and focus on trend-setting concepts, design elements and graceful exclusivity. All that is underlined by excellent service to upscale guests' needs.

Founded in 2000, the company has a vision to become the market leader specializing in eco-friendly resort. Its mission is to create unique designs in each resort location while supporting the local community and local culture. One dream is to realize the potential of Indonesia's tourism industry that generates an incredible culture with more local. Companies strive and work harder so that investors can reap cash flow and capital appreciation.

Managed by Alila Hotels & Resorts Ltd.. (AHR), the resort offers unrivaled excitement and relaxation unmatched experience for travelers overseas where the atmosphere is elegant, calm combined with first class service. Innovative touch-managed the integration of the commercial side, and the conservation community has grown from two properties, namely Alila Villas Uluwatu and Alila Ubud. There will be the addition of 12 villas at Alila Ubud. Alila Alila Villas Bintan and Manado expected to operate in 2013. PT Bukit Uluwatu Villa Tbk will continue to expand its business by increasing the number of hotels and villas in the resort already owned or to the acquisition of other property in accordance with the concept of PT Bukit Uluwatu Villa Tbk.

Foreign travelers are now much more sophisticated and demanding perfection. They expect an exotic vacation spot, unique, quiet and built in harmony with the environment. PT Bukit Uluwatu Villa Tbk capture these opportunities by providing a number of resorts that offer innovative concept, full of flavor which is the main comfort of being ranked and the vacation days they can always be remembered. Harmonization with nature is the theme of the resort Bukit Uluwatu Villa and all managed with great respect and care for the environment and the surrounding community. Alila Villas Uluwatu in the average occupancy rate reached 60% with the total reaching 13,374 rooms rented. While at Alila Villas Ubud average occupancy rate of 75% through 2011. With the PT Bukit Uluwatu recorded a revenue of Rp.216, 7 billion and net income of Rp.54, 2 billion.

Going forward, the company will continue to create new holiday destinations in Indonesia, offering exceptional holiday experience through a broad portfolio of unique properties, which conform with the taste of the guests. The company will offer Alila SCBD with the concept of doing business has an urban lifestyle, while Alila Villas Bintan offers comfort concept on vacation and away from the life of the metropolis, then companies offering luxury at Alila Tarabitan (Manado). Another project that will be developed include the development of Alila Borobudur, which will be built in Muntilan (Magelang). With a concept that combines factors of natural tranquility and cultural richness. The entire property is strongly bring cultural traits, styles and designs Alila service standards with international standards.

Demographics influence Against Business Tourism (English Version)

A. BACKGROUND
The improvement in the level of living standards in different parts of the world have implications for attitudes toward work and leisure. The increase in income tends to be accompanied by a shift in value to gain more leisure because people now have the ability to pay for the things they want. This trend is seen in Europe, where there has been a decline in hours worked since 1970 as well as in Latin America and the Caribbean. It even began to appear in the United States and East Asia have traditionally worked much longer hours than Europe and many developing countries (World Tourism Organization, 2010).

Welfare effects in theory of course can not be explained as simple as that. At a certain level of prosperity utility can be stopped. The people in the West who has evolved his style, especially in the United States where incomes stagnated, at least for the time being, while the cost of living has increased resulting in a decrease in real terms in the standard of living. Economic crisis 2008/2009 to be the cause of this plight. Limits the ability of the economic impact on holiday choice for many years to come (World Tourism Organization, 2010).

In 2011, world output - and per capita income - continues to recover from the 2008-2009 recession. Gross World Product (GWP) grew 3.7%, compared to 2010. While the travel and tourism business accounts for a considerable number in the world GDP of 6 trillion U.S. dollars. This means that 9% GDP world is located in the travel and tourism sector. The impact of the magnitude of this business is 260 million people working in the tourism sector involved either directly or indirectly, and 100 million of them are directly involved. Similarly, data from the World Tourism Council.

More of that is the demand for travel and tourism impact on investment. Construction of hotel, air transportation and renewal business major tourist boats. In 2011, data from the World Tourism and Travel Council says that 4.5% of the investment world that is equal to 650 billion U.S. dollars are in this sector.

Accordingly, Bali as a world tourism destination, would not only rely on tourist arrivals in the country. This is demonstrated by the many hotels in the surrounding area of ​​South Bali is the sight of foreign tourists. The high cost of hotel rates per night may indicate that the market segmentation is to be obtained overseas travelers with deep pockets and want the satisfaction level of hotel service with high standards. 


B. DISCUSSION 
According to the World Tourism Organisation (2010) demographic is one of the external factors that shape demand for tourism and development. Changing the structure of society, and for public and private agencies working in the tourism sector is relevant to study the changes in order to anticipate and react to changes and devise ways and the most competitive strategy.

Demographic changes have an impact on the traveling demand patterns, including frequency, length of stay, product, and consequently on the communication strategies tourism businesses. In the recent period mentioned by the WTO that the population in some developed countries is aging. While the population of developing countries more young people.

Demographic factors that influence the business world tourism. 
a. An aging world population 
The population of old age is increasing, especially in countries advanced in Europe and Japan. While many countries in the so-called "emerging" have a productive age population with more. Relationships with tourism is the age of the older population will choose a more soothing tourist destinations such as tourist beauty of nature, religion, and facilities services demand high standards of hospitality accommodations. Because the travelers in this age have a greater saving. This implies that the travelers from emerging countries such as China and India will be young and old travelers from developed countries will average old age.
b. Rising life expectancy
In almost all countries, life expectancy has increased on average. Levels of health and health care in different countries has also increased. Relationship with the tourism business is going to be a lot in the next few years, the age-old travelers. They will look more fit and healthy in age. 
c. Household Composition, Family Structure 
There is a decrease in the level of fertility in developed countries. Changing family structure, the structure of the original meaning horozontal spreads widened, or a family with many children into a family with a long vertical susuna. It is a signal that the tourism and travel services that will be required should conform to provide a more varied offer. The group now consists of travelers grandparents and grandchildren on vacation, or the consequences for the whole family with activities offered, type of accommodation required will vary more. Single travelers in developed countries will grow. This reflects a growing trend in the wider community for young people to spend a period of time living alone or with friends before getting married and starting a family. 
d. Location populations
Many populations of all countries of the growing urban partially. In addition to these factors, the role of developing countries will have a major impact on tourism in the next two decades. Residents tend to have a cosmopolitan outlook, as a result of living in a more culturally diverse environment. This brings them to travel abroad and this will help push up tourism. Compared with developed countries, a decline in the relative importance of the role of the West. European proportion of the global population will decline to 9% is roughly equal to that of the Caribbean and the Americas. While the United States and Canada accounted for approximately 6% of the world population, although only 1% of this is in Canada and the rest is the United States. By 2030 Asia will account for 60% of the world population, with India and China each contribute less than 20%. The last factor that affects the distribution of the population is migratory. Migration can affect tourism in two ways, can attract tourism arrivals to other parts of the world where there is a need for workers. And migration to attract tourists to visit the places of their birth, or relatives working abroad. 


Statistical facts tourism business in Bali 
Here is a statistical data related to the business activities of tourism in Bali. The first is the number of foreign tourist arrivals to Indonesia by the entrance. 

Table 1. Number of Foreign Tourist Arrivals According EntranceS.d 1997 2008 
Sources: BPS 
From Table 1 it can be obtained that since 1998 Ngurah Rai Airport in Bali, became the main entrance of foreign tourists, who previously was Soekarno Hatta Airport. Fluctuations in foreign guests to visit our country, because of the influence of the security conditions in the country such as the Bali bombings of 2002 and 2004 and the Jakarta bombings, so some countries issue travel warning to visit Indonesia, the financial crisis and terrorist attacks in other countries that have implications for global conditions tourism decline.

The second is the number of visits of foreign guests at the hotel based on the island. This data is processed first so as to facilitate the presentation and representation of information as well as a division of a large tourist area of ​​Sumatra, Java, Bali, Nusa Tenggara, Kalimantan, Sulawesi, and Maluku and Papua.

Table 2. Number of Foreign Guests On Star Island Region 2003-2010 based 
Source: BPS, processed

Based on Table 2 can be obtained that Bali became a major tourist destination in Indonesia, with the number of foreign guests who visited in 2003 to 2010 and ask for the service star hotel accommodation. Other areas have not been able to outperform the acquisition to bring tourists in Bali.

The fact that all three of the Bali statistic is the number of foreign tourists by country of origin. 
Table 3. The number of Direct Foreign Tourists who come to Bali by nationality Year 2007 - 2011

Sources: BPS Bali Province, processed

Based on Table 3, it can be obtained that Asian consumers of tourism in Bali at the first position. In line with the theory that the demographics of the Asian population reaches 60.3% of the current world population (data source Wikipedia, 2012). The second is the next consumer of mainland Europe. Preferences of each customer will be different and the form of accommodation that will be required. But taking into account current developments that Japan's population is mostly on old age and the population of China in productive condition it needs to be studied more deeply will the demographic structure and characteristics of the tourism consumers. 


C. CONCLUSION
Business tourism is also influenced by demographic world. Bali tourism market are foreign tourists from different parts of the world, and Bali, the biggest in the number of visits and the number of foreign guests who stayed at five-star hotels in Indonesia. Economic conditions, demographics, country of origin for foreign tourists, determining tourism demand in the form of accommodation services, in this case the hotel. 

REFERENCES 
Central Bureau of Statistics (2011), Statistics Indonesia. Jakarta, Indonesia.
Bali Provincial Statistics Office (2011), Bali Provincial Statistics. Denpasar, Indonesia
World Tourism and Travel Council (2011). Travel and Tourism 2011.pp.1-42.
United Nations World Tourism Organization (2012), UNWTO Tourism Highlights 2012 Edition.,pp.1-16Wikipedia (2012), 
Demographics of The World. Accessed on October 18, 2012. http://en.m.wikipedia.org/wiki/Demographics_of_the_worldWithout Name (2012). 
World Tourism. Facts and Figures. Accessed on October 18, 2012. http://www.travel-exhibitons.com/news/WorldTravel.FactsandFigures.htm

RELATIONSHIP BETWEEN REGIONAL AND WORLD ECONOMY

Regional economies in the region speak of a country, in this case will be discussed in the Indonesian region. This branch of economics studying the spatial distribution of economic activity. Not all crises have an impact on the entire country. In general, the economy experienced konstrasksi, layoffs occur, and the closing of the banking business. At the time of 1998, the economy experienced contraction of 13%, and inflation reached 70%. Employers will do is close the business, layoffs, and save money. But at a time of crisis in Indonesia, there remains a growing provinces, as happened in Papua and Sulawesi are located far away from Jakarta. These provinces especially mining and plantation products with prices in dollars. With export orientation, this province, even just earn more income with the weakening rupiah.
So when the crisis actually occurs only in Jakarta, but generalized to the rest of Indonesia. Though Indonesia is not homogeneous. There are other areas that are not affected by the crisis because of its market potential and the trading price of the dollar. Let's take the example of the Americas, began a severe crisis in 2007 and 2008, only certain areas such as New York, California and Detroit are just experiencing a crisis. So it became an important regional economic knowledge, that the region is not a homogeneous country, there remains a growing area. So the state of the U.S. economy quickly recovered. Although it has never reached its previous state.
So the conclusion is not homogeneous economic area. This knowledge is very important for businesses. There are opportunities in a crisis situation. In managing the business need to realize that the market would also not homogeneous. Knowledge of the environmental conditions is an important region for CEOs.
The emergence of the economic problems that can not be missed, because of problems led to the emergence of spatial economics Reginal, where in the contained thereon spatial human activity and economic activity. And vice versa. Economic activity always occurred within the spatial. To see why there is a difference between the region's economic growth is quite important then knowledge.
Ancient cities, such as London, Jakarta, Tokyo, Rome, Singapore, New York, specifically to be located shore of the river or at least there could be a trade traffic. With the first economic activity continues to expand, starting with the berthing ship, would open another business prospects, such as porters services, pakaging, and lodging are hereinafter referred to as the process of agglomeration.
Regional economic data, for example, is the provincial GDP, which can be a trigger in developing business decisions. Population data that demonstrate the potential breadth of the market and the market, such as the average population per square kilometer. Unemployment data that will be useful to open up business opportunities training courses, recruitment and others. Irregularities regional information will determine the strategy continued to be developed and executed by the CEO. Still occur gap between western and eastern Indonesia region. Highest GDP still held by Java, so this information indicates information Java purchasing power is greater than any other region.
With a high GDP data is the supply of goods to be offered the region is the high quality and branded. Conversely areas with low GDP business decision-makers have to offer a lower price or cheaper.
There is also a strong area with mining revenue structure, with areas like this then be careful, because it often happens that false seauatu, that money will be taken out from mining the region and the state of the local community in a state of minimal income.
The next issue of business ethics, earn money and wealth from poor people. The ability to utilize data marketing income and age of the population is important. Does not mean that there are no areas of poor neighborhood market potential. Business can offer a product with a smaller pakaging resulting in less quantity and selling price is cheaper. For everyday purposes such goods will always be consumed. So that the proper execution of marketing strategies to economic conditions and market demographics are very important.
Information on population density reflects the number of potential markets. With high densities in the island of Java means a huge market potential. If the density is low, the business strategy in the region will vary.
With so much happening autonomy of regional expansion. Increasing the number of provincial and district / city then local regulations may vary. Levy rates, local taxes and will determine the level of investor interest to come, because it will certainly affect business decisions.
Good infrastructure and a friendly regulatory climate for businesses in the region have learned the CEO. Offer certain incentives in the region will reduce costs.
Demographic data, the majority of Indonesia's population are farmers. Consideration of these data becomes particularly relevant in developing a marketing strategy. Consumer preferences of farmers is something that looks ngetrend and sometimes garish in color and packaging. Business strategy must take this into account. Who the prospective buyers.
Again, consideration of the external environment which in this case is the condition of the regional situation which is often assumed to be fixed or cateris paribus the supply and demand curves, it should be a concern because of the situation with the fast-changing business.

Effect of IT on Business Tourism (English Version)

INTRODUCTION             
         The role of information technology in various business activities is increasingly important, especially information technology into a means of information exchange. Tourism and hospitality businesses such as travel agents is one of the business world that use information technology. The times, requires businesses to be able to make this change to be one of the strengths in conducting its business operations. If not then it can be said that the businessman left behind by the times. Therefore the hotel as a form of service business that provides services accommodation lodging, food and beverage providers, and other service facilities that cater for all public services are highly demanded in the effort to implement the technology.
             Information technology is needed to store the data of the guests, rooms, items needed during the process and stay awhile, menus and other favorite foods. So technology systems play a role in storing data required by the hotel to be able to develop a better hotel in this case related to data mining for marketing purposes. The development of information technology in the hospitality business that Indonesia has many uses e-business to support daily operations, thus providing ease and efficiency as well as effectiveness of the work of all stakeholders. Most five-star hotels have implemented e-business system as well.
            There are hotels that apply only for the purposes of managing a guest start the reservation until check out, there is integrated with the entire point of sales such as telephone use, laundry, room service or restaurant so much easier to check and payment services, some are up integrated with purchase of raw materials hotels, so it can be seen the flow of goods and the existing stock and also connected with the accounting system that allows shareholders to see the performance of the hotel.
            The higher the quality of the services of a hotel that is marked by the increasing number of stars, usually more concerned to implement e-business, although this claim needs to be proven with empirical research, because the higher the degree of difficulty or complexity and greater expectations will guest convenience and good service. This can be done by e-busienss system solutions.
            Through the e-busienss hotel activities will be run efficiently, such as guest reservation process, the process of reception, guest payments, facilities used by guests, up reporting systems that are suitable jobs, such as financial statements and evaluation of the work can be the basis of management for planning and future business strategies.
         In a book entitled Hotel Management and Operation of 2005, Rutherford and Fallon mentioned that the important role of the department that is responsible for the condition of the world's top management changes to information and information technology. In many cases hoteliers, hotel information technology has now become the controller.
         In connection with the importance of hoteliers to implement information technology in support of their business operations, necessary to study the role of information technology to the hospitality business.

ROLE OF INFORMATION TECHNOLOGY IN BUSINESS HOTEL
 Business Patterns change 
          According Syahdan (2007) information age has changed the pattern of many businesses in many fields. A billionaire and founder of Microsoft, Bill Gates believes that the current competition is not in competition goods or services, but rather the business model. The business model that has a competitive advantage to compete is a business model that applying information technology, which is a business model where business processes conducted electronically or digitally through the Internet. 
          The use of information technology in a business activity will provide significantly different business model with operating systems that conventional hotel business. The use of information technology in the business activities of the company will result in a paradigm shift in the market structure, market locations, business organization, and business processes. Often in the information technology terms this is called business process reengineering or business process reengineering pattern by replacing all the old business with a new business patterns are completely different with information technology as the enabler. 
          According Prihanto (2011), some examples of changes in the pattern of the business are:
 1. The changing concept Marketplace to marketspace, ie business processes that rely on information technology as a medium to bring together between the seller and the buyer in the transaction of on-line business. Does not require the existence of a place or a physical market. Nowadays many marketing communications and promotion is done through the internet like email, skype or SMS using internet software. 
2. The changing concept Geografic Business models or Location Base, a Global Business Model Based or Virtual, ie business processes that rely on information technology as a transformation of media information products and services on-line, while the seller and buyer are in different locations. 
3. The changing concept of corporate business processes leads to: 
a. Direct marketing, where the promotion is done in an interactive, on-line and real time. Thus the hotel can get closer to its customers again. 
b. Expansion of distribution channels of products and services, either via digital transfer on-line, as well as the physical delivery of information services through inter-company partners. Thus automatically hotel opportunity to expand its market share. 
c. Efficiency in transaction processing and effective in service. It is very possible due to the use of IT in business transactions will be able to reduce various costs, including the cost of promotion and coordination costs (management) through a paperless (distribution of data and information electronically). 
d. Innovation in products and services, because with the help of IT products and services can be delivered to customers with a more communicative, varied, and exclusive. 
Achievement of customer loyalty
            Application of information technology membua effective service quality (Prihanto, 2011). So the company can obtain some benefit, which is to encourage and enable management to unify the voices of consumers in making decisions; find customer service priorities, identify priority repair service, and provide guidance in making resource allocation decisions, pay attention to the influence of the initial steps of service quality and investment, as well as job offers based on the data for good service. Customer data stored either allow management to maintain relationships with customers who have been using the services of the hotel, such as sending e-mail greeting, birthday, and new product or service information. As well as other necessary communication can be done easily. 
Winning the competition
            Information technology in the hospitality business to provide full support for the company in terms of evaluation and complete customer data in order to be the basis for development of a variety of competitive strategies in a way that is:a) Provide support to internal business operations.b) Provide support to the managerial decision-making.c) Provide support to the achievement of organizational objectives and the achievement of strategic competitive advantage.
         Thus hospitality businesses ready to face the five competitive forces that Porter mentioned, which may sharpen the structure of competition in its industry environment, namely:a) Rivalry within the industry and its market competitors.b) The threat of new entrants in the industry and market.c) because of the threat faced by substitute products that can capture market share.d) The bargaining power of customers.e) The bargaining power of suppliers.
            

       Hotel information technology strategies in their implementation must not be separated from operational customer satisfaction and effectiveness as well as efficiency, namely: 
· Low Cost Leadership Strategy
 Strategies to achieve low costs in its business operations. Substantially reduce information technology costs used in the company's business processes and reduce production costs. For example, the reservation service is done on-line on the internet, offer for sale is done on-line on the internet. As well as all operations are recorded in the information system.
 · Strategies differentiation 
Strategies to develop ways to differentiate (difference) products and services from competitors. Strategic support in stratregi information technology is helping provide features that can distinguish the products and services produced by the company. Hotel facilities in general always keep promotion to provide information that is always up to date and easy communication.
 · Strategy Innovation 
Strategies to find new ways of doing business. This may involve the development of a variety of unique products and services, or enter a unique market niche. Information technology to create innovative and radical changes in business processes that can dramatically impact the cost cutting, improve quality, efficiency of service to the customer, as well as shorten the delivery of products and services to customers. Example, book a hotel room on-line, the total service system for on-line customers.
 · Growth Strategy
 Strategies for stimulated companies to significantly expand the company's ability to produce goods and services, expand into global markets, and to diversify products and new services. Example, booking through a global satellite network, develop on-line marketing on the internet, and build sophisticated satellite network that can connect a point of sale terminal (point of sale) in a number of cooperation partners. 

CONCLUSION
         Application of information technology in the hotel business can create change business patterns, the ability to reach and win the customer loyalty services business competition this accommodation. This is due to the application of information tekologi, hotels can achieve low costs in operations with a broad range of markets. Direct marketing can be done and the establishment of a data base allowing customers a variety of data analysis in the development of marketing strategies.