MG Group and Azana Hospitality Launch Exclusive Strategic Partnership in Southeast Asia

Jakarta, Indonesia, September 5, 2025.  

MG Group, the tech-powered leader in B2B hospitality distribution, today announces an exclusive strategic alliance with Azana Hospitality, one of Indonesia’s fastest-growing hotel management companies. Effective immediately, MG will serve as the sole distributor of Azana’s extensive portfolio across Southeast Asia, propelling both partners’ growth trajectories.

Partnership Value & Reach

This collaboration unlocks Azana’s network of over 80 hotels spanning strategic cities, including Jakarta, Solo, Yogyakarta, Semarang, Malang, Surabaya, Kediri, and Jayapura into MG’s global network of travel agencies and distribution partners. 

Azana’s strength lies in its portfolio of brands, from budget‑friendly Front One to upscale Azana Hotel, boutique Azana Essence, and Votel, each tailored to diverse traveler segments.  MG’s agile microservices platform, MG Jarvis, will dynamically showcase these offerings, ensuring seamless access to curated, culturally rich accommodation experiences across the region.

“We’re proud to partner exclusively with Azana, a brand deeply rooted in cultural authenticity, agility, and operational excellence,” said Susan Goh, Chief Sourcing Officer, MG Group. “This partnership reinforces our commitment to delivering travel partners access to distinctive, high‑momentum hotel content—and growing together across Southeast Asia.”

"We are honored to extend this exclusive partnership with MG Group. The integration of Azana's portfolio into MG's extensive distribution network will broaden our reach and allow us to share Azana's distinctive hospitality experiences with even more guests across Southeast Asia. We are very optimistic that this partnership will drive significant growth and strengthen Azana's position in both domestic and international markets" said Dicky Sumarsono, CEO of Azana Hospitality. 

About MG Group

MG Group is Southeast Asia’s leading B2B hospitality marketplace, winning on scale, speed, and service. With the region’s largest direct hotel contracting footprint and a fast-expanding global buyer network, MG delivers unmatched access and profitability for travel partners.

At the core of MG’s success is service with local relevance. With on-the-ground teams in every major market across Southeast Asia, MG combines deep local relationships with round-the-clock support that global competitors can’t match. This hands-on approach ensures our partners,  both hotels and agents, get fast resolutions, tailored solutions, and the confidence to scale their business.

About Azana Hospitality

Founded in 2014 and headquartered in Surakarta, Azana Hospitality manages over 80 hotels across Indonesia, including cities such as Jakarta, Solo, Yogyakarta, Semarang, Malang, Surabaya, Kediri, and Jayapura — scaling rapidly toward its goal of 120 properties by 2025. With multi‑brand offerings — from Azana Hotel and Front One to Azana Essence and Votel — Azana serves diverse traveler needs with a local‑first mindset. 

Media Contact

MG Group

Jessica Dwita (jessica.dwita@mgholidaygroup.com)

Visit: www.mgholidaygroup.com | LinkedIn