BISNISTIME.COM, YOGYAKARTA -- Saturday November 01, 2025 – PHM HOTELS has officially inaugurated its latest brand identity in Yogyakarta’s vibrant hospitality scene with the grand launch of 1O1 URBAN Heritage Yogyakarta Lynn – Prawirotaman. The event, graced by the presence of the Mayor of Yogyakarta, Dr. (H.C.) dr. H. Hasto Wardoyo, Sp.OG (K), was more than just a ribbon-cutting; it was a firm declaration of commitment to cultural preservation wrapped in a modern framework. This marks the successful transformation of the former Lynn Hotel into a key part of THE 1O1 Hotels & Resorts network, introducing a distinctive new concept: Urban Heritage.

This Urban Heritage concept serves as the philosophical core of the property, strategically nestled in the Prawirotaman–Jogokariyan area, a locale celebrated as a hub for art, culinary delights, and deep cultural heritage. The design brilliantly executes this vision, aiming for a harmonious blend of rich local tradition and the demands of contemporary urban living. Guests are immediately captivated by the interior aesthetics: the iconic Kawung motif of Yogyakarta, warming wooden ornaments, and a calming earth-tone palette are elegantly juxtaposed with modern layouts and sleek lighting. The result is an atmosphere where Javanese cultural warmth is presented with modern sophistication—creating a visually stunning space that is truly "soulful."

Marcia Amandary, Vice President of Brand & Development at PHM HOTELS, articulated the future-forward vision. "The Urban Heritage concept represents the direction of our brand development moving forward. We believe that each of our properties is not just a place to stay, but a vessel to tell the story of its local identity," she stated. This commitment underscores PHM HOTELS' dedication to delivering innovation that remains firmly rooted in local cultural values.

The hotel elevates the guest experience far beyond standard accommodation. Offering comfortable rooms ranging from the Urban Deluxe Room to the luxurious Heritage Suite, alongside modern amenities like a swimming pool and Dhaharan Resto serving both authentic local and international cuisine, 1O1 URBAN Heritage sets a high standard. However, the most distinguishing feature is its unique cultural immersion program: the "Laku Laku – Jogokariyan Heritage Walk."

The "Laku Laku" (meaning 'stroll' or 'walk') program invites guests to step outside the hotel confines and trace the historical and cultural footprints of the surrounding community. The guided route takes visitors from the hotel to the Tenun Lurik Kurnia weaving center, the historical Panggung Krapyak site, and culminates at the renowned Masjid Jogokariyan, famous for its dynamic religious and social activities. This is not a typical sightseeing tour; it is an authentic, immersive journey designed to let guests feel the pulse of local life and the living cultural values preserved in this heritage district.

The launch event was also held in conjunction with the Art & Music Festival: Sastra & Wastra (Literature & Traditional Textile), an initiative simultaneously celebrated across 18 PHM HOTELS units nationwide. In Yogyakarta, the festival celebrated the richness of Sastra & Wastra by featuring a fashion exhibition of local lurik and batik tulis textiles, alongside interactive activities like direct batik-making experiences. This powerfully reinforces PHM HOTELS' message that every stay can be a moment for education, appreciation, and cultural preservation, all while actively supporting the local community.

Greta Indri, Corporate Brand & Marcom Manager for PHM HOTELS, expressed confidence in the hotel's future. “We hope this property can become a new icon for tourists seeking an authentic experience in the cultural heart of Yogyakarta,” she concluded. The establishment of 1O1 URBAN Heritage is also a tangible part of PHM HOTELS’ ongoing expansion strategy, which continues to explore collaboration opportunities while ensuring the local character of each unit remains paramount.