DENPASAR, Bali (BPN) – The Indonesia Hotel Front Liners Association (HFLA) Chapter Bali officially inaugurated its new leadership for the 2025-2028 period on Saturday, March 22, 2024, at Sanur Resort Watujimbar.
The event was attended by key figures in the tourism and hospitality industry, including the Chairman of the Indonesian Hotel and Restaurant Association (PHRI) Bali, Tjokorda Oka Artha Ardana Sukawati (Cok Ace), and President Indonesia HFLA Endy Hermawan, alongside various industry professionals.
I Kadek Suparta, who was recently appointed as the new Chairman of HFLA Bali, expressed his commitment to strengthening the role of front liners across Bali’s hospitality industry.
He emphasized the importance of creating a more inclusive work environment and improving the welfare of hotel employees.
“As the frontline of Bali’s tourism service, front liners play a vital role in creating unforgettable experiences for our guests. We are dedicated to enhancing the competence and welfare of our members and innovating efforts to elevate service quality across the industry,” Suparta stated.
The new board members are also pledged to strengthen cooperation with local governments, other hotel associations, and stakeholders to foster a more sustainable tourism industry and contribute to the development of human resources.
Suparta revealed one significant challenge is the increasing integration of Artificial Intelligence (AI) within the hospitality industry, particularly for front office workers.
Many hotels in Bali have already embraced AI technology to enhance guest services, and the Association is keen to ensure that its members are equipped to navigate this shift.
“AI is one of our major challenges moving forward. Unfortunately, not many schools offer specialized AI training, and this is something we need to address,” he said.
However, with the support of senior members and advisors, HFLA Bali is already mitigating these challenges by organizing up-to-date training for its members.
Recently, the Association held a free seminar on AI, aiming to familiarize front office staff with the technology and its potential applications in hotel operations.
Suparta stressed that the new leadership would continue the programs set by previous boards while focusing on enhancing member careers and improving the quality of service across the industry.
“Our program will align with our guiding principle, ‘As the Leading Generation.’ We’ll continue to strengthen collaboration with relevant institutions to ensure that our members benefit from the opportunities and training offered by HFLA,” Suparta explained.
As of now, HFLA Bali boasts 131 hotel members across the island, and Suparta hopes to increase that number to 150 by the end of the year.
He emphasized the importance of offering workshops, seminars, and other training activities to improve the skills of front office staff, particularly those in managerial roles such as Duty Managers and Assistant Front Office Managers.
Chair of PHRI Bali Cok Ace expressed his full support for the newly appointed leadership, recognizing HFLA Bali’s contribution to the development of Bali’s tourism.
“With the new leadership in place, we hope that HFLA Bali can continue making valuable contributions to the quality of hotel services in Bali, create more job opportunities, and offer training for workers in the tourism sector,” Cok Ace added.
Endy Hermawan, the President of Indonesia HFLA, shared his confidence that the new leadership would play a pivotal role in advancing the tourism sector in Bali, especially by focusing on enhancing human resource quality.
“A superior tourism sector doesn’t just rely on good physical facilities but also on skilled and ethical human resources. With continuous training and service quality improvements, we can ensure that Bali remains a world-class destination,” he said.
Endy highlighted HFLA’s significant contribution to the tourism industry. He reflected on the transformation of the local hospitality workforce, noting that in the past, positions such as Front Office Manager and Room Office Manager in five-star hotels were often filled by foreign nationals.
Today, however, those positions are increasingly occupied by local talent from Bali and other parts of Indonesia.
With the new leadership at the helm, HFLA Bali is poised to face the challenges of an ever-evolving hospitality landscape, ensuring that its members are well-equipped to meet the demands of both guests and technological advancements.
