Publicly listed Eka Sari Lorena Transport, one of Indonesia's largest transportation companies, will soon begin operating luxury buses to accommodate a growing demand for higher quality transport services in the country. (SP Photo/Joanito de Saojoao)

Lorena Ditches 'Executive Class' Services for Luxurious Double Decker Buses

BY :JAKARTA GLOBE

JULY 03, 2017

Jakarta. Publicly listed Eka Sari Lorena Transport, one of Indonesia's largest transportation companies, will soon begin operating luxury buses to accommodate a growing demand for higher quality transport services in the country.

Gusti Terkelin Soerbakti, Lorena's president director, said the company has seen declining passenger numbers over the past decade, as more and more people prefer to travel via airplane or railway for greater convenience and comfort.

Increased wealth has also allowed many potential customers to afford purchasing private cars, rendering cheap bus services obsolete, Gusti said.

"Those factors have an adverse effect on bus companies [...] We need to change our business model in order to keep going forward," the president director said in a recent statement.

Lorena will switch to operating so-called boutique mass transportation vehicles like the Mercedes Benz OC 500 RF 2542 double decker bus. The company will charge customers a higher premium to ride in luxury, however.

"This is our strategy to adopt to new demands and offer different services than our competitors. We will switch from operating executive class buses to super executive," Gusti said.

The company said it has begun evaluating inter-city routes, and will concentrate future fleets to serve routes not catered to by airlines and train companies. Short-haul trips are also expected to be strengthened, with routes to and from Jakarta's Soekarno-Hatta Airport to be increased in coming weeks by joining the Jakarta Residence Connexion and Jakarta Airport Connexion, both managed by the Jabodetabek Transportation Agency (BPTJ).

Gusti said the company will continue to enhance its digital marketing strategies and online ticketing services through cooperation with retailers Alfamaret and Indomaret.

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