RedDoorz launches renting service KoolKost in Indonesia, unveils brand identity

RedDoorz, an online hotel management and booking platform in Southeast Asia, will be launching KoolKost, fully managed community living service that allows customers to rent rooms under flexible leases. At launch, KoolKost will operate a network of over 100 properties in 14 cities across Indonesia.

KoolKost provides flexible, community-type living spaces focusing on living experience. It targets young professionals and college students in major metropolitan cities in Indonesia.  According to RedDoorz, KoolKost was launched to address the supply-demand gap in the long-term rental housing space. Moreover, it added that KoolKost is able to increase RedDoorz’s experience in the hospitality vertical, its established brand presence, reach and proprietary technology solutions.

RedDoorz has also announced KoolKost’s new brand identity and vision, with a new visual identity and supporting strapline; KoolKost, welcome home. The new identity for KoolKost is based on the idea that residents should feel completely ‘at home’ from the moment they enter a KoolKost. It aims to bring a community of like-minded people together through the construct of the local social architecture, and promoting a positive atmosphere that encourages social interactions.

RedDoorz has been trialling a pilot programme for KoolKost since 2019. Adil Mubarak, vice president of operations at RedDoorz said, “In recent years, increased urbanisation partnered with rising home prices has led to a demand for kost-type accommodation in Indonesia, particularly amongst millennials and Gen Zs who live and work in Indonesia’s busiest cities such as Jakarta, Surabaya, and Yogyakarta."

Mubarak added, "As Southeast Asia’s largest and fastest growing hotel management and booking platform, we are leveraging our experience in the hospitality space to offer a class-leading, community-type living experience for our KoolKost residents. Partnered with our cutting-edge technology solutions, we want to provide a high-quality, flexible and affordable alternative to home ownership accessible to all.”

Hengki Manurung, deputy assistant of tourism investment ministry of tourism and creative economy said, "We welcome the launch of KoolKost, a new product from RedDoorz, that is targeting the kost business in Indonesia. This launch is the response of RedDoorz management in anticipation of the government’s request to divide the hotel and kost business, with the purpose of better managing the hotel business ecosystem, make it more profitable, and to create a more structured kost business in Indonesia.”