My long-term goal is to build a luxury hotel chain in Indonesia that reflects Indonesians' identities and cultures. Indonesia offers a unique blend of traditional cultures, delicious cuisines, and exotic nature. The hospitality industry in Indonesia is thriving, with six millions foreign tourists per year on average. Besides, there is an increasing demand for short term lodging from domestic business travelers. So far, international hotel chains have been dominating the hotel industry in Indonesia. Indeed, there is no single local hotel chain that provides the service standard of a 5-star hotel and offers authentic Indonesian experience. Even though the international hotel chains could offer high service standard, but none of them could offer the experience of a genuine Indonesian culture. The foreign tourists will expect more than