The definition of going to a hotel is changing. In the eyes of Emeraldo Parengkuan, CEO of Maja Family Group, the modern urban traveler isn't looking for a gold-plated lobby or a standardized room. They are looking for a reflection of their own active, socially connected lifestyle.
With over 27 years of leadership across theme parks, eco-parks, and large-scale hotel operations, Parengkuan brings a unique, 360-degree view to urban hospitality. Today, he is steering Maja Family toward a future where wellness, community, and culture aren't just amenities, but the core of the business model.
With over 27 years of leadership across theme parks, eco-parks, and large-scale hotel operations, Parengkuan brings a unique, 360-degree view to urban hospitality. Today, he is steering Maja Family toward a future where wellness, community, and culture aren't just amenities, but the core of the business model.
The Shift: From Goods to Experiences
Indonesia’s population of over 280 million is maturing, and with it, a sophisticated creative class is emerging. Parengkuan identifies this segment, urban professionals and young entrepreneurs, as the catalyst for a new era of city living.
"Urban market potential will be dominated by younger generations with active lifestyles who value spaces for both socializing and exercising as part of their everyday needs," Parengkuan explains. For him, the rise of Gen Z as a dominant force will redefine how social experiences are consumed toward 2030.
"People in the future will shift from goods to experiences. Therefore, stakeholders need to develop strategies and concepts that are more focused on the guest journey," he explains.
"Urban market potential will be dominated by younger generations with active lifestyles who value spaces for both socializing and exercising as part of their everyday needs," Parengkuan explains. For him, the rise of Gen Z as a dominant force will redefine how social experiences are consumed toward 2030.
"People in the future will shift from goods to experiences. Therefore, stakeholders need to develop strategies and concepts that are more focused on the guest journey," he explains.
Boutique Soul in a Corporate World
In a market often dominated by massive international chains, Maja Family carves out its niche by prioritizing intimacy over scale. Instead of trying to be everything to everyone, Parengkuan focuses on a specific, lifestyle-driven target.
"This audience prioritizes meaningful experiences over extensive hotel amenities," he notes. By offering spaces where guests can stay active and connect with an environment that reflects their values, Maja Family maintains its soul. It’s not about competing with the giants; it's about being the most relevant choice for a specific community.
"This audience prioritizes meaningful experiences over extensive hotel amenities," he notes. By offering spaces where guests can stay active and connect with an environment that reflects their values, Maja Family maintains its soul. It’s not about competing with the giants; it's about being the most relevant choice for a specific community.
Integrating Local Wisdom
A Maja Family property often feels less like a traditional hotel and more like a community hub. This is a deliberate strategic choice. Parengkuan believes that to truly integrate into a region, one must embrace its local wisdom.
"To create an atmosphere and service experience that truly integrates with a specific location, incorporating elements of local wisdom is essential," Parengkuan says. This manifests in curated visits to artisan workshops, cultural rehearsal spaces, and collaborations with nearby farms.
"We extend our services by curating visits to unique dining experiences set in plantations or rice fields. We source ingredients from local producers, ensuring authenticity while supporting the community."
"To create an atmosphere and service experience that truly integrates with a specific location, incorporating elements of local wisdom is essential," Parengkuan says. This manifests in curated visits to artisan workshops, cultural rehearsal spaces, and collaborations with nearby farms.
"We extend our services by curating visits to unique dining experiences set in plantations or rice fields. We source ingredients from local producers, ensuring authenticity while supporting the community."
Wellness as an Ecosystem
Perhaps the most innovative aspect of Parengkuan’s vision is the transition of wellness from a spa treatmenta to an integrated ecosystem. Maja Family Group doesn't see wellness and hospitality as separate businesses; they are one and the same.
"Some of our units do not offer accommodation rooms, focusing instead on wellness, sports, and café facilities," Parengkuan reveals. For those units that do offer rooms, the wellness experience follows the guest inside.
"We are developing menu options featuring high-protein, low-calorie food and beverages. In addition, we are designing in-room fitness programs, allowing guests to follow guided routines created by our instructors and conveniently exercise within the comfort of their rooms."
"Some of our units do not offer accommodation rooms, focusing instead on wellness, sports, and café facilities," Parengkuan reveals. For those units that do offer rooms, the wellness experience follows the guest inside.
"We are developing menu options featuring high-protein, low-calorie food and beverages. In addition, we are designing in-room fitness programs, allowing guests to follow guided routines created by our instructors and conveniently exercise within the comfort of their rooms."
The Road to 2030: The Next Big Thing
As a founder of S.E.A Ecoparks Indonesia and a leader in sustainable ecotourism, Parengkuan sees "Conscious & Health-Centric Consumption" as the defining trend of the next decade. This includes a heavy lean toward eco-responsibility and a digital-first approach to the customer experience.
The next major chapter for Maja Family involves a strategic expansion that stays aligned with this primary target market. In high-density urban locations, the group is preparing to introduce concepts centered entirely on wellness, sports, and dining that bypass traditional room-based accommodation altogether. Meanwhile, for the leisure segment, the focus is shifting toward the development of boutique resort-style destinations. These properties will integrate local cultural elements to deliver a seamless, end-to-end guest journey that begins at the moment of arrival and continues through to departure.
"Our next phase is focused on staying aligned with our primary target market," Parengkuan concludes. Whether in a bustling city center or a quiet leisure destination, the goal remains the same: building a destination that is not just a place to stay, but a place to live well.
The next major chapter for Maja Family involves a strategic expansion that stays aligned with this primary target market. In high-density urban locations, the group is preparing to introduce concepts centered entirely on wellness, sports, and dining that bypass traditional room-based accommodation altogether. Meanwhile, for the leisure segment, the focus is shifting toward the development of boutique resort-style destinations. These properties will integrate local cultural elements to deliver a seamless, end-to-end guest journey that begins at the moment of arrival and continues through to departure.
"Our next phase is focused on staying aligned with our primary target market," Parengkuan concludes. Whether in a bustling city center or a quiet leisure destination, the goal remains the same: building a destination that is not just a place to stay, but a place to live well.
About Emeraldo Parengkuan
Emeraldo is a distinguished hospitality leader with 27 years of experience across hotels, animal conservation, and lifestyle destinations. As CEO of Maja Family Group and Founder of S.E.A Ecoparks Indonesia, he is at the forefront of sustainable and lifestyle-driven tourism in Southeast Asia.
