PROFILE PHOTO COURTESY OF The Space Storyteller Enterprise
A destination on the rise, Bintan is steadily evolving beyond a short island getaway. At the centre of this shift is Michael Beechey, cluster general manager of Hotel Indigo Bintan Lagoi Beach and Holiday Inn Resort Bintan Lagoi Beach. With a strong background in resort operations and hotel openings, he is leading a dual-brand development that reflects both the island’s growing appeal and its future direction.
What made Bintan the right fit for a dual-brand development under IHG?
The conversation between IHG and PT Graha Agung Indahsentosa began in 2017, when Bintan was already showing strong growth potential. The opportunity was not only to enter an emerging destination, but to do so with a concept that could cater to different types of travellers.
Holiday Inn Resort and Hotel Indigo offer complementary experiences. The former appeals to families seeking comfort and accessibility, whilst the latter brings a more design-led, localised approach. Together, they create a balanced offering that reflects the evolving market.
How has your previous experience shaped your approach to this role?
My background in beach clubs and hotel openings has been particularly relevant. At Bintan, SugarBEATS Beach Club plays a key role in the guest experience, and having worked on similar concepts allows me to approach it with confidence.
I have also had exposure to broader resort operations beyond rooms and food and beverage, including kids’ clubs and wellness facilities. These elements are essential in shaping a complete destination experience. Hotel Indigo, in particular, resonates with me for its focus on individuality and local storytelling.
How have design and layout influenced guest response?
At Holiday Inn Resort, the pool access and room suites are consistently the first to sell out. The layout, which clusters the kids’ club, family pool, and surrounding rooms, creates a highly convenient and engaging environment for families.
At Hotel Indigo, the initial interest was driven by curiosity, but this has since translated into repeat visits. Guests often extend their stays, drawn by the relaxed atmosphere. Even at full occupancy, the hotel maintains a sense of calm, which has become a defining feature of the experience.
What is your strategy for promoting the hotels?
Our focus is on introducing Bintan to travellers who may not yet be familiar with it, whilst creating a genuine connection to the local culture and community. Our marketing approach evolves based on guest feedback, which plays a key role in shaping our direction.
We have seen strong results from collaborating with carefully selected social media influencers, ensuring alignment between their audience and our positioning. At the same time, managing guest reviews is critical. Timely and thoughtful responses help maintain trust and engagement.
We also engage with guests before they arrive. Travellers increasingly want to plan their stay in advance, and we aim to support that by offering guidance and personalised recommendations.