Hotel Berbintang Indonesiaa

alam tiga tahun terakhir industri pariwisata di dalam negeri mengalami pertumbuhan yang sangat pesat, itu terlihat dari semakin

banyaknya jumlah wisatawan mancanegara yang datang ke Indonesia. Tahun 2010 lalu jumlah kunjungan wisatawan mancanegara mencapai 7 juta orang dengan devisa yang dihasilkan sebesar US$ 7,6 milyar, pada tahun 2011 jumlah wisatawan mancanegara yang berkunjung sebanyak 7,6 juta orang dengan devisa yang dihasilkan sebesar US$ 8,6 milyar, ditargetkan tahun 2012 ini jumlah wisatawan mancanegara mencapai 8 juta orang. Bali masih merupakan tujuan utama wisatawan mancanegara, pada bulan Desember 2011 lalu tercatat sebanyak 248.300 wisatawan datang melalui Bandara Ngurah Rai, jumlah itu meningkat 11,6 persen dibanding periode yang sama tahun sebelumnya. Sepanjang tahun 2011 lalu sebanyak 2,7 juta wisatawan datang ke Bali. Menurut riset yang dilakukan CDMI, pasokan kamar hotel di Bali akan bertambah sebanyak 7.100 unit kamar hingga tahun 2015, penambahan tersebut berasal dari 40 proyek hotel yang akan mulai digarap tahun 2012 hingga 2015. Dengan terus meningkatnya jumlah wisatawan mancanegara dan wisatawan nusantara, sangat erat kaitannya dengan prospek industri perhotelan yang diprediksi semakin cerah, hal ini dipicu naiknya permintaan pesanan kamar hotel dengan tingkat okupansi rata-rata diatas 75 persen. Melihat semakin berkembangnya industri pariwisata dan industri hotel di Indonesia membuat PT. Central Data Mediatama Indonesia (PT. CDMI), sebuah konsultan independen yang terkemuka saat ini

menyusun studi yang berjudul “Exclusive Studi Kelayakan Investasi Pembangunan HOTEL BERBINTANG di Indonesia, 2012 - 2015“. Buku ini membahas tentang seberapa besar investasi yang dibutuhkan oleh investor untuk membangun hotel bintang satu hingga bintang lima dengan menggunakan aspek pasar dan finansial, kedua aspek ini sangat mungkin untuk bisa dianalisa secara mendalam. Pada aspek pasar yang dianalisa adalah jumlah wisatawan mancanegara dan wisatawan nusantara yang menginap pada masing-masing hotel berbintang pada masa lalu untuk mengetahui peluang pasar yang tersedia pada hotel berbintang pada masa akan datang. Sedangkan aspek finansial akan mencerminkan hasil analisa aspek pasar studi kelayakan hotel berbintang. Buku studi ini sangat dibutuhkan oleh pelaku industri terkait, pihak perbankan dan investor yang akan memasuki bisnis ini sebagai referensi yang dapat di percaya. Buku studi kelayakan ini dapat dipesan langsung kebagian marketing dengan Ibu Tina melalui telepon nomor (021) 3193 0108-09 atau melalui Fax di nomor (021) 3193 0102 dan melalui e-mail: [email protected] dengan harga Rp. 7.000.000,-. Demikian penawaran kami, atas perhatian dan kerjasamanya kami ucapkan terimakasih. Hormat Kami, Muslim M. Amin

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P.T. CENTRAL DATA MEDIATAMA INDONESIA AGP Building, 2nd Floor Jl. Pegangsaan Timur No. 1 Cikini Jakarta 10320

Phone : (021) 31930108 ‐ 9Fax : (021) 31930102 E‐mail : [email protected] Website : www.cdmione.com

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“Exclusive Studi Kelayakan Investasi Pembangunan HOTEL BERBINTANG di Indonesia, 2012 ‐ 2015”

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Hotel Berbintang di Indonesia, 2012 2015

Daftar Isi i.

DAFTAR ISI ..................................................................................................................................... i DAFTAR TABEL .......................................................................................................................... vii

1. PENDAHULUAN ..................................................................................................................... 1

1.1. Latar Belakang ................................................................................................................... 1 1.2. Tujuan dan Ruang Lingkup Studi .................................................................................. 2 1.3. Metode dan Sumber Data ................................................................................................ 3

2. PROVINSI BALI ....................................................................................................................... 4

2.1. Sejarah ................................................................................................................................ 4 2.2. Geografi .............................................................................................................................. 7

2.2.1. Iklim ........................................................................................................................ 7 2.2.2. Musim ..................................................................................................................... 7 2.2.3. Suhu Udara dan Kecepatan Angin .................................................................... 8 2.2.4. Kelembaban Udara ............................................................................................... 8 2.2.5. Curah Hujan .......................................................................................................... 8

2.3. Topografi .......................................................................................................................... 10 2.4. Demografi ........................................................................................................................ 12

2.4.1. Penduduk dan Laju Pertumbuhan Penduduk ............................................... 12 2.4.2. Jumlah Rumah-Tangga ...................................................................................... 12 2.4.3. Rasio Jenis Kelamin ............................................................................................ 13

2.5. Transportasi ..................................................................................................................... 14 2.6. Bahasa ............................................................................................................................... 15 2.7. Agama, Adat dan Budaya ............................................................................................. 16 2.8. Perekonomian .................................................................................................................. 18

3. PARIWISATA PROVINSI BALI ......................................................................................... 24 3.1. Obyek Wisata .................................................................................................................. 25 3.2. Kunjungan Wisatawan Mancanegara .......................................................................... 38 3.3. Pangsa Pasar Utama ....................................................................................................... 40 3.4. Pola Kunjungan ............................................................................................................... 41 3.5. Moda Angkutan .............................................................................................................. 42

4. HOTEL BERBINTANG DI PROVINSI BALI ................................................................... 45 4.1. Jumlah Hotel Berbintang ............................................................................................... 45 4.2. Banyaknya Malam Kamar Tersedia Pada Hotel Berbintang .................................... 47 4.3. Jumlah Wisatawan Mancanegara dan Wisatawan Nusantara Yang Menginap di

Hotel Berbintang ............................................................................................................. 48


Daftar Isi ii.

4.3.1. Wisatawan Mancanegara Yang Menginap di Hotel Berbintang ................. 48 4.3.2. Wisatawan Nusantara Yang Menginap di Hotel Berbintang ...................... 48

4.4. Banyaknya Malam Tamu Menginap............................................................................ 49 4.5. Rata-rata Lama Menginap ............................................................................................. 50 4.6. Rata-rata Tamu Per Kamar (RTK) ................................................................................ 50 4.7. Banyaknya Malam Kamar Yang Terpakai .................................................................. 51 4.8. Tingkat Penghunian Kamar .......................................................................................... 51 4.9. Proyeksi Jumlah Wisatawan Yang Akan Menginap Pada Hotel Berbintang ........ 52

4.9.1. Proyeksi Jumlah Wisatawan Mancanegara Yang Akan Menginap Pada Hotel Berbintang ................................................................................................. 52

4.9.2. Proyeksi Jumlah Wisatawan Nusantara Yang Akan Menginap Pada Hotel Berbintang ............................................................................................................ 53

4.10. Proyeksi Kebutuhan Kamar Hotel Berbintang ........................................................... 53

5. PEMBANGUNAN HOTEL BERBINTANG ...................................................................... 56 5.1. Izin Pembangunan Hotel ............................................................................................... 56 5.2. Izin Pengusahaan Hotel ................................................................................................. 57 5.3. Pengelolaan Hotel ........................................................................................................... 58 5.4. Organisasi Hotel ............................................................................................................. 59

5.4.1. Fungsi Organisasi Hotel .................................................................................... 60 5.4.2. Organisasi hotel yang menganut sistem manajemen (one board system

dan two board system) ....................................................................................... 61 5.4.3. Susunan Organisasi Hotel ................................................................................. 61

• The Small Hotel Organization Chart (For 26-99 Guest Rooms) .............. 62 • The Medium Hotel Organization Chart (For 100 - 299 Guest Rooms) ... 62 • The Large Organization Chart (300 Rooms - Up) ...................................... 63 • Human Resources Department Organization Chart ................................. 64 • Engineering & Maintenance Organization Chart ...................................... 64 • Marketing Department Organization Chart .............................................. 65 • Front Office Department Organization Chart ............................................ 66 • House Keeping Department Organization Chart ...................................... 67 • Food & Beverage Department Organization Chart ................................... 68 • Kitchen Department Organization Chart ................................................... 69 • Restaurant (Classical & American System) Organization Chart ............. 70 • Accounting Department Organization Chart ............................................ 71 • Laundry Department Organization Chart .................................................. 72 • Security Department Organization Chart .................................................. 73

5.4.4. Pembagian Department ..................................................................................... 74 5.4.4.1. Pembagian department menurut fungsi pendapatan dan tanpa

pendapatan ........................................................................................... 74 5.4.4.2. Pembagian department menurut besar-kecilnya fungsi gugus

tugas dan peranannya ......................................................................... 75


Daftar Isi iii.

5.4.4.3. Bagian-bagian/divisi atau kantor yang tergolong bukan sebutan department (non department) antara lain : ..................................... 76

5.4.5. Fungsi Dan Peranan Tiap Department ............................................................ 76 5.4.5.1. Major Department ............................................................................... 76 5.4.5.2. Middle Lower Department ................................................................. 79 5.4.5.3. Non Department Managerial Levels ................................................. 82

5.4.6. Pembagian Jabatan ............................................................................................. 82 5.4.6.1. Top Managerial Level ......................................................................... 82 5.4.6.2. Middle Managerial Level .................................................................... 83 5.4.6.3. Lower Managerial Level ..................................................................... 83

5.4.7. Pembagian Divisi ................................................................................................ 84 5.5. Proyek Yang Direncanakan ............................................................................................. 88 5.6. INVESTASI HOTEL BINTANG SATU ................................................................................... 91

5.6.1. Sumber Pembiayaan ........................................................................................... 97 5.6.2. Kebutuhan Modal Kerja ..................................................................................... 97 5.6.3. Perhitungan Bunga Bank Selama Masa Konstruksi (IDC) ........................... 98 5.6.4. Pelunasan Pinjaman dan Pembayaran Bunga Bank ...................................... 98 5.6.5. Proyeksi Penerimaan ........................................................................................ 101

5.6.5.1. Penerimaan sewa kamar ................................................................... 101 5.6.5.2. Penerimaan Food & Beverage .......................................................... 101 5.6.5.3. Penerimaan Minor Operated ........................................................... 104

5.6.6. Biaya-biaya Operasi .......................................................................................... 105 5.6.6.1. Biaya Kamar ....................................................................................... 105 5.6.6.2. Biaya Food & Beverage ..................................................................... 105 5.6.6.3. Biaya Minor Operated ....................................................................... 106 5.6.6.4. Gaji Karyawan .................................................................................... 107 5.6.6.5. Biaya Promosi & Entertaintment ..................................................... 108 5.6.6.6. Biaya Administrasi dan Umum ....................................................... 108 5.6.6.7. Penyusutan ......................................................................................... 112

5.6.7. Proyeksi Keuangan ........................................................................................... 113 5.6.7.1. Proyeksi Laba/Rugi .......................................................................... 113 5.6.7.2. Proyeksi Arus Kas.............................................................................. 114 5.6.7.3. Proyeksi Neraca ................................................................................. 115

5.6.8. Kelayakan Investasi .......................................................................................... 116 5.6.8.1. Return on Investment (ROI) ............................................................. 116 5.6.8.2. Return on Equity (ROE) .................................................................... 116 5.6.8.3. Internal Rate of Return (IRR) ........................................................... 116 5.6.8.4. Net Present Value (NPV) .................................................................. 117 5.6.8.5. Break Even Point (BEP) ..................................................................... 117 5.6.8.6. Payback Period ................................................................................... 117


Daftar Isi iv.

5.7. INVESTASI HOTEL BINTANG DUA ................................................................................... 118 5.7.1. Sumber Pembiayaan ......................................................................................... 124 5.7.2. Kebutuhan Modal Kerja ................................................................................... 125 5.7.3. Perhitungan Bunga Bank Selama Masa Konstruksi (IDC) ......................... 125 5.7.4. Pelunasan Pinjaman dan Pembayaran Bunga Bank .................................... 126 5.7.5. Proyeksi Penerimaan ........................................................................................ 128

5.7.5.1. Penerimaan Sewa Kamar.................................................................. 128 5.7.5.2. Penerimaan Food & Beverage ......................................................... 130 5.7.5.3. Penerimaan Minor Operated ........................................................... 132

5.7.6. Biaya-biaya Operasi .......................................................................................... 133 5.7.6.1. Biaya Kamar ....................................................................................... 133 5.7.6.2. Biaya Food & Beverage ..................................................................... 133 5.7.6.3. Biaya Minor Operated ...................................................................... 134 5.7.6.4. Gaji Karyawan .................................................................................... 135 5.7.6.5. Biaya Promosi & Entertaintment ..................................................... 136 5.7.6.6. Biaya Administrasi dan Umum ....................................................... 136 5.7.6.7. Penyusutan ......................................................................................... 141

5.7.7. Proyeksi Keuangan ........................................................................................... 141 5.7.7.1. Proyeksi Laba / Rugi ........................................................................ 141 5.7.7.2. Proyeksi Arus Kas ............................................................................. 142 5.7.7.3. Proyeksi Neraca ................................................................................. 143

5.7.8. Kelayakan Investasi .......................................................................................... 144 5.7.8.1. Return on Investment (ROI) ............................................................. 145 5.7.8.2. Return on Equity (ROE) .................................................................... 145 5.7.8.3. Internal Rate of Return (IRR) ........................................................... 145 5.7.8.4. Net Present Value (NPV) .................................................................. 145 5.7.8.5. Break Even Point (BEP) ..................................................................... 145 5.7.8.6. Payback Period................................................................................... 146

5.8. INVESTASI HOTEL BINTANG TIGA .................................................................................. 147 5.8.1. Sumber Pembiayaan ......................................................................................... 153 5.8.2. Kebutuhan Modal Kerja ................................................................................... 153 5.8.3. Perhitungan Bunga Bank Selama Masa Konstruksi (IDC) ......................... 154 5.8.4. Pelunasan Pinjaman dan Pembayaran Bunga Bank .................................... 154 5.8.5. Proyeksi Penerimaan ........................................................................................ 157

5.8.5.1. Penerimaan Sewa Kamar.................................................................. 157 5.8.5.2. Penerimaan Food & Beverage ......................................................... 158 5.8.5.3. Penerimaan Minor Operated ........................................................... 160

5.8.6. Biaya-biaya Operasi .......................................................................................... 161 5.8.6.1. Biaya Kamar ....................................................................................... 161 5.8.6.2. Biaya Food & Beverage ..................................................................... 161 5.8.6.3. Biaya Minor Operated ...................................................................... 162 5.8.6.4. Gaji Karyawan .................................................................................... 163


Daftar Isi v.

5.8.6.5. Biaya Promosi & Entertaintment ..................................................... 164 5.8.6.6. Biaya Administrasi dan Umum ....................................................... 164 5.8.6.7. Penyusutan ......................................................................................... 169

5.8.7. Proyeksi Keuangan ........................................................................................... 169 5.8.7.1. Proyeksi Laba/Rugi .......................................................................... 169 5.8.7.2. Proyeksi Arus Kas ............................................................................. 170 5.8.7.3. Proyeksi Neraca ................................................................................. 171


5.9. INVESTASI HOTEL BINTANG EMPAT .............................................................................. 175 5.9.1. Sumber Pembiayaan ......................................................................................... 181 5.9.2. Kebutuhan Modal Kerja ................................................................................... 182 5.9.3. Perhitungan Bunga Bank Selama Masa Konstruksi (IDC) ......................... 182 5.9.4. Pelunasan Pinjaman dan Pembayaran Bunga Bank .................................... 183 5.9.5. Proyeksi Penerimaan ........................................................................................ 185

5.9.5.1. Penerimaan sewa kamar ................................................................... 185 5.9.5.2. Penerimaan Food & Beverage ......................................................... 186 5.9.5.3. Penerimaan Minor Operated ........................................................... 189

5.9.6. Biaya-biaya Operasi .......................................................................................... 190 5.9.6.1. Biaya Kamar ....................................................................................... 190 5.9.6.2. Biaya Food & Beverage ..................................................................... 190 5.9.6.3. Biaya Minor Operated ...................................................................... 191 5.9.6.4. Gaji Karyawan .................................................................................... 192 5.9.6.5. Biaya Promosi & Entertaintment ..................................................... 193 5.9.6.6. Biaya Administrasi dan Umum ....................................................... 193 5.9.6.7. Penyusutan ......................................................................................... 198

5.9.7. Proyeksi Keuangan ........................................................................................... 198 5.9.7.1. Proyeksi Laba / Rugi ........................................................................ 198 5.9.7.2. Proyeksi Arus Kas ............................................................................. 199 5.9.7.3. Proyeksi Neraca ................................................................................. 200



Daftar Isi vi.

5.10. INVESTASI HOTEL BINTANG LIMA .................................................................................. 204 5.10.1. Sumber Pembiayaan ....................................................................................... 210 5.10.2. Kebutuhan Modal Kerja ................................................................................. 210 5.10.3. Perhitungan Bunga Bank Selama Masa Konstruksi (IDC) ........................ 211 5.10.4. Pelunasan Pinjaman dan Pembayaran Bunga Bank .................................. 212 5.10.5. Proyeksi Penerimaan ...................................................................................... 214

5.10.5.1. Penerimaan Sewa Kamar ............................................................... 214 5.10.5.2. Penerimaan Food & Beverage ....................................................... 215 5.10.5.3. Penerimaan Minor Operated ........................................................ 217

5.10.6. Biaya-biaya Operasi ........................................................................................ 218 5.10.6.1. Biaya Kamar .................................................................................... 218 5.10.6.2. Biaya Food & Beverage .................................................................. 219 5.10.6.3. Biaya Minor Operated .................................................................... 220 5.10.6.4. Gaji Karyawan ................................................................................. 221 5.10.6.5. Biaya Promosi & Entertaintment .................................................. 222 5.10.6.6. Biaya Administrasi dan Umum .................................................... 222 5.10.6.7. Penyusutan ...................................................................................... 227

5.10.7. Proyeksi Keuangan ......................................................................................... 227 5.10.7.1. Proyeksi Laba / Rugi ..................................................................... 227 5.10.7.2. Proyeksi Arus Kas........................................................................... 228 5.10.7.3. Proyeksi Neraca .............................................................................. 229

5.10.8. Kelayakan Investasi ........................................................................................ 230 5.10.8.1. Return on Investment (ROI) .......................................................... 231 5.10.8.2. Return on Equity (ROE) ................................................................. 231 5.10.8.3. Internal Rate of Return (IRR) ........................................................ 231 5.10.8.4. Net Present Value (NPV) ............................................................... 231 5.10.8.5. Break Even Point (BEP) .................................................................. 231 5.10.8.6. Payback Period ................................................................................ 232

6. RANGKUMAN HASIL ANALISIS PROYEKSI KEUANGAN .................................. 233 LAMPIRAN

I. Keputusan Menteri Kebudayaan dan Pariwisata Nomor: KM.3/HK.001/MKP.02 Tanggal 27 Pebruari 2002 Tentang Penggolongan Kelas Hotel ...................................................................... 1. L. II. Penggolongan Kelas Hotel ................................................................................... 12. L. III. Pedoman Standar Pembangunan Hotel Bintang .............................................. 44. L.

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Hotel Berbintang Indonesiaa