LIFESTYLE - Hotel Sofyan Shariah Jakarta: “Shariah” mark improved hotel’s occupancy

The second edition of Sharing magazine "Australian edtion 02/2010", contains this interesting article on Hotel Sofyan Shariah- Jakarta.

In the last ten years there have been many businesses in Indonesia which carries the “Shariah” label, and it has become a more commonly used term to label the business.  It started in the financial industry, with the addition of Shariah label such as Shariah banking, Shariah insurance, Shariah capital markets, Shariah leasing, etc. Along with the growth of the certification in Shariah compliance, the trend grows to many businesses outside the financial industry.


It is now more common that businesses are labelling themselves as Shariah Multi Level Marketing, Shariah hospitals, Shariah restaurants, and even Shariah hotels. This is evident with the evolution of Sofyan Hotel which adopted conventional hotel practices into becoming Sofyan Shariah Hotel since 1998 that follows Shariah principles in its operation.

The change of Sofyan Hotel can be considered a paradox, since in our observations usually hotels are businesses that has close resemblance to the “material world”, with practices normally distant from the Shariah principles. Hotels are commonly known as a place for leisure and relaxation, with many activities driven its occupant away from their religious attachments. Sofyan Shariah Hotel management committed to eliminate these “rogue practices” by implementing Shariah principles in their day to day operation.

Perhaps they also observed that Shariah practice will attract at least a niche market in Indonesia, where majority of Muslim population resides. Parents with growing family, for example, will enjoy visit such an ethical premises in their leisure trip. It would introduce a unique perspective to their children in understanding how a hotel operates, while maintaining the parents confidence that their children is not exposed to negative habits normally present in a hotel.

Many Were Skeptical at the beginning

Quoted from Riyanto Sofyan - owner of Arva Corporation, manager of Sofyan Hotels chain, “It was not an easy task to change the image of Sofyan Hotel into a Shariah hotel. Many doubt my decision will become a success”.

Even the employees were very skeptical on the plan; they were puzzled of how to limit the guests according to Shariah principles since it prohibits guest specially couples that are not yet married to stay in the same room, for example.

“In practice, it proved to be successful. By using Shariah principles, one way is to filter what kind of guest can book in, resulted to a higher room occupancy,” explained Sofyan to Sharing.

Sofyan Shariah Hotel adopted a policy to limit and filter their guests which can deny people who are not muhrim (men and women who are not yet married under law) to book the same room. This was conducted to avoid adultery that is banned in Islamic law on people’s social relationship. Though the hotel management does not ask whether the guest are married or not by displaying their marriage documents, they have improved skill, grown from 30 years of experience, to identify guests who may violate the Shariah codes. By denying guests that are not in alignment with Shariah principles, Sofyan Hotel has successfully protected the hotel from illegal prostitution practices. “At last, we can filter our guests that have good intention in staying in the hotel.

This has improved our impression, made us very respectable, and strengthened our position in the market,” said Sofyan. Through his observation as the owner of Sofyan Hotel, established by his father, Sofyan Ponda, early in the 70s, hotels that allows negative attitude by the guests usually are confronted with many problems. He gave some examples such as drunken guests, fights, and even some mafia taking on illegal taxes for the hotel’s security. “Who can guarantee if we let guests free to do as they like, it can bring us profit?” exclaimed Sofyan. This refer to a few other implemented Shariah principles such as the banning of alcoholic drinks, night club, drugs use, and other activities which may lead guests into negative attitude while staying at the hotel.

In line with Islamic value it implements, Sofyan Shariah Hotel also encourage celebration of many Islam festivities. These include the Qurban, or the sacrifice of animals in the day of Iedul Adha (a special ceremony by Muslims to sacrifice animals that was instructed by Prophet Abraham a.s pbuh), the breaking of Ramadhan fasting, giving donation to local neighbourhood surrounding the hotel, the reciting of Quran by employees, and many other valuable and positive activities.

As the days gone by, consumers confidence grows, and the implementation of Shariah principles have proven to improve hotel’s occupancy since the transformation from conventional hotel practices. Now Sofyan Shariah Hotel manages chains of Shariah hotels in Indonesia.

The message from the owner is clear : “if you own a business, do not hesitate to implement Shariah principles, it works like a charm.”

Source : Sharing "Australian Editon 02/2010" - contact the publisher at contact@sharingmedia.net