RUBEN Amor is widely known as an Indonesian hotel executive who currently serves as the Chief Executive Officer (CEO) of Adonara Group, a company engaged in hotel management and hospitality consulting.
With more than 30 years of experience in the industry, Ruben is recognized as a visionary and innovative professional, with an extensive track record in developing both national and international hotel networks.
Before establishing Adonara Group, Ruben built his career in several prestigious international hotel chains, including Aston International (now Archipelago International) and Whitbread UK, the parent company of global brands such as Premier Inn and Costa Coffee.
During his tenure at Aston International, he served as Director of Business Development and played a key role in the company’s rapid expansion across Asia — growing to nearly two hundred properties.
The name “Adonara”, which he chose for his company, carries a deeply personal meaning. The island of Adonara in East Flores, East Nusa Tenggara (NTT), is his birthplace — a land that continues to inspire his spirit of hard work and devotion to Eastern Indonesia.
The Journey of a Visionary Hotelier
Behind the impressive growth of Adonara Hotel Group stands a visionary leader — Ruben Amor, CEO of Adonara Group. His name is now widely recognized in Indonesia’s hospitality industry for his strategic leadership, instinctive decision-making, and bold innovations.
Ruben is no stranger to hospitality. Over the course of three decades, he has held numerous key positions in world-class hotel networks such as Aston International and Whitbread UK, which owns the global brands Premier Inn and Costa Coffee.
His remarkable career began when he was appointed Director of Business Development at Aston International, back when the company operated only three hotels in Jakarta: Aston Rasuna, Aston Senen, and Aston Sudirman.
“At that time, we took a bold step toward massive expansion,” Ruben recalled proudly.
“In just eight years, we grew Aston Group to 198 hotels across Asia — that was the real success story.”
This success catapulted him onto the global stage. He later joined Whitbread Group UK as Business Development Director for the Premier Inn division. In just a year and a half, he successfully added 18 new business units. When Whitbread decided to pull out from the Asian market, Ruben continued his journey with Plateno Hotel Group — one of China’s hospitality giants — as Vice President of Business Development. **
By Karolina | Edited by Igo Kleden
