Rebranded Bali resort marks Sono brand's Indonesia debut

Company eyes Asia-Pacific portfolio expansion, global brand integration

The entrance of SONO Belle Bali Legian in Bali, Indonesia [Sono International]
The entrance of SONO Belle Bali Legian in Bali, Indonesia [Sono International]

Sono Trinity Group's Sono International announced Monday that it has rebranded and opened SONO Belle Bali Legian in Bali, Indonesia.

It marks the first time the Sono brand has been introduced in the Indonesian market. The company plans to use the opening as a springboard to expand its Asia-Pacific portfolio and accelerate global brand integration.

SONO Belle Bali Legian is a revamped version of Away Bali Legian Camakila, a 117-room resort that originally opened in 2019.

Sono International has overhauled the property's food and beverage offerings, wellness content and overall service. The redesign also reflects the Sono Belle concept of nature-friendly aesthetics in harmony with local culture.

Key offerings include an all-day Western restaurant called Chef's Table and a children's facility called The Playroom. The company has also differentiated the guest experience through a signature scent developed in collaboration with eco-friendly beauty brand Sensatia Botanicals and coffee sourced from Tanamera Coffee, an Indonesian specialty roaster.

Sono International is also strengthening its hansik, or Korean food, menu to capitalize on the global K-food wave. Through a Korean culinary enhancement program drawing on the expertise of Sono Hotels & Resorts, the company will share authentic hansik recipes and techniques with local chefs.

"The opening of SONO Belle Bali Legian is an important milestone in building an integrated brand portfolio in the global market," a Sono International official said. "We will combine Sono's operational strengths with the unique appeal of each destination to deliver differentiated guest experiences and further raise our profile across the Asia-Pacific region."

Meanwhile, Sono International currently operates 44 hotels and resorts with about 15,000 rooms across seven countries — South Korea, Vietnam, the United States, France, Japan, Thailand and Indonesia. The company aims to expand that to 57 properties by 2029.

A garden view of SONO Belle Bali Legian [Sono International]
A garden view of SONO Belle Bali Legian [Sono International]

spa@heraldcorp.com