Sumba Hospitality Foundation (SHF) is an Indonesian ngo.
The foundation is located on Sumba, one of the poorest Islands in the east of Indonesia. The foundation does a lot on Sumba: from awareness around the environment to women’s rights and sustainable tourism.
The heart of the foundation is the hospitality school, where guests can stay in one of the bamboo huts and be part of the social projects.
However, how do you position a brand that is highly depending on international tourism during endless Covid-lockdowns?
Sumba Hospitality Foundation wants to convice a hard-to-reach audience to visit a hard-to-reach destination.
To create more touchpoints with world travelers, we created 2 new brands next to the Sumba Hospitality Foundation brand, each with its own identity and online presence:
1. Maringi Sumba: a boutique resort and training hotel for 60 students.
2. Makan Dulu: a unique restaurant and training facility for 20 students.
The 3 brands all address a different target audience and different customer journey mappings, giving us the opportunity to be hyper selective in the different customer experiences: from a local restaurant visit, over fundraising for the foundation, to topping the bucket list of the international traveler.
It has become impossible for Sumba-travelers to miss Sumba Hospitality Foundation, Maringi Sumba or Makan Dulu restaurant on their trip through West-Sumba.
Today, Maringi Sumba is able to attract a new type of tourists and the resort has been able to remain open during the 2-year crisis, in contrast to many other Indonesian hotels and resorts.
