Hospitality with Vision
From early exposure to hotel operations during his years in Australia, Stefan Ong developed a lasting interest in the hospitality industry. Today, as President Director of Avenzel Hotel & Convention, he reflects on long-term vision, guest empathy, and the transformation of Cibubur into a growing hospitality destination once overlooked by major operators.
Q: What first inspired you to pursue a career in the hospitality industry, and what motivated you to establish Avenzel Hotel & Convention?
A: When I was studying in Australia, I worked at a hotel and quickly discovered how much I enjoyed the environment. Meeting new people and handling different challenges each day made the experience very rewarding. Over time, the idea of operating a hotel became a personal ambition. Later, my family acquired land in the Cibubur area with the initial intention of building a new office complex. At first, my father considered developing a row of shophouses, but he eventually decided that the location was better suited to a hotel because of its strategic position. In many ways, that decision turned a long-held dream into reality.
Q: Cibubur is recognised as a rapidly developing area. What were the main factors that influenced your decision to build the hotel in this location?
A: About a decade ago, Cibubur was still largely undeveloped, and many major hotel operators declined the opportunity to collaborate. Most believed the area was not yet viable for a full-service property and was better suited to budget brands. My father, however, had a long-term perspective. He believed the district would grow as infrastructure improved and public transportation became more accessible. That belief in the area’s future potential ultimately became the deciding factor.
Q: In your view, what distinguishes Avenzel Hotel & Convention from other properties in the market?
A: Avenzel distinguishes itself through a strong brand identity that prioritises authentic guest experiences rather than relying solely on the recognition of large international chains. The hotel has also developed a reputation for its Indonesian cuisine, offering dishes not commonly found in standard hotel dining. One example is krecek, which reflects a distinctive approach to local flavours. To maintain consistency, I remain closely involved in the culinary direction of the property. I regularly review and test menu offerings to ensure that each dish meets the quality standards we expect from the brand.
Q: How do you balance your personal life?
A: In hospitality, work and life naturally blend, especially when the hotel becomes part of your everyday environment. For me, balance begins with building a reliable team that can manage daily operations effectively. That trust allows me to focus on a broader direction rather than constant supervision. My office is located within the hotel, so the property often feels like a second home. Outside work, I make time for family and travelling, which helps me recharge while gaining new perspectives on hospitality.
Q: Are there any upcoming projects or developments you would like to share with our readers?
A: At the moment, we are focusing on a series of room renovations aimed at improving guest comfort, particularly within our Superior room category. While enhancing the guest experience remains our main priority, we are also mindful of maintaining pricing that stays competitive and fair within the market.
Q: How do you personally define success?
A: On a personal level, success means achieving financial freedom while also having the time to enjoy life, pursue hobbies, and spend meaningful moments with family. From a business perspective, a hotel’s success lies in consistency. When the food, service, and rooms maintain a reliable standard of quality, the property builds a reputation that can endure for many years.
Q: As a leader, what do you believe are the key qualities required for successful leadership?
A: Successful leadership requires genuine passion and a first-hand understanding of the guest experience. A leader should know what it feels like to stay, dine, and use the property’s facilities. At the same time, strong human resource skills are essential in identifying the right people for the team. Clear vision and integrity then guide the organisation’s movement forward.
Q: What are your aspirations as president director this year?
A: My goal is to strengthen our position as a leading four-star hotel in the region while continuing to pursue sustainable growth. We are also exploring new ideas that can expand revenue streams through innovative offerings.
Asia Dreams Volume 58
Avenzel Hotel & Convention
Jalan Raya Kranggan
Bekasi 17433, Indonesia
T: (+62) 2180610500
