Alaya Resort Ubud sits on Jalan Hanoman, a short walk from Ubud’s centre, with rice fields behind it. It has 106 rooms. It opened in 2013 and has always been run by its own Indonesian group, Alaya Hotels & Resorts, through AIM Hospitality. There is no global brand on the door. For owners, Alaya Resort Ubud is a useful case of a homegrown brand that has held its place in a market where global names are now arriving.
Key facts
| Item | Detail |
|---|---|
| Location | Jalan Hanoman, Ubud, Gianyar, Bali |
| Established | January 2013, per the Ubud Hotels Association |
| Rooms | 106, per the resort |
| Owner | Alaya Hotels & Resorts group (legal owning entity not verified) |
| Operator | AIM Hospitality (Alaya International Management) |
| Founders | Jimmy Gunawan (CEO) and Michelle Tanaya |
| Brand | Alaya, a homegrown Bali brand |
| Architect | Grounds Kent Architects, per the resort and a 2016 profile |
| Package rate | Ubud Escape from IDR 2,111,000 plus tax and service |
Owner and operator
Alaya grew out of a family business. Michelle Tanaya’s father owned Villa de Daun, a small villa compound in Kuta. In 2005 she and her husband, Jimmy Gunawan, took over running it, according to a 2016 profile in InClover magazine. They opened DaLa Spa in 2007 and a bed-and-breakfast in Kuta in 2008. Alaya Ubud was their first hotel built from scratch.
The couple set up AIM Hospitality to manage the portfolio. In 2015 Travel Weekly Asia described AIM as a privately held Indonesian holding company, with Jimmy Gunawan as CEO, when the group opened a second Alaya resort in Kuta with 116 rooms.
The group’s collection now lists Alaya Resort Ubud, Alaya Suites Ubud in Pengosekan, Alaya Dedaun Kuta and Alaya Private Estate. We have not seen a filing that names the company holding Alaya Resort Ubud’s land and building.
The model is owner-operator. There is no base or incentive fee to a global group, and no brand standards set from abroad. The trade-off is distribution. Alaya sells without a global loyalty programme.
Rooms and product
The 2016 profile described Alaya Ubud with 60 suites, a pool, a restaurant and DaLa Spa, and said an extension was planned. Today the resort lists 106 rooms.
Facilities include:
- two pools, one designed by Grounds Kent Architects with a bamboo bridge, one facing the rice fields;
- DaLa Spa, with six treatment rooms;
- a 350-year-old Joglo pavilion from Central Java, used for weddings and events;
- the Brasserie restaurant and the Bamboo Pool Bar;
- a business centre for up to 20 people.
The design uses bamboo and local materials. That is the brand: Balinese and Indonesian in feel, priced well below the luxury camps outside town.
How it compares in Ubud
| Alaya Resort Ubud | Capella Ubud | Kimpton Suntaya Bali Ubud | |
|---|---|---|---|
| Keys | 106 | 23 | 101 |
| Location | Central Ubud, Jalan Hanoman | Keliki, about 20 minutes away | Central Ubud, Jalan Bisma |
| Operator | AIM Hospitality (own brand) | Capella | IHG (Kimpton) |
| Status | Open since 2013 | Open since 2018 | Due to open later in 2026, per IHG |
| Entry package | From IDR 2,111,000++ | From IDR 19,873,023++ (2026 offer) | Not published here |
Our calculation: Capella Ubud’s entry package is about nine times Alaya’s. They are different products. Capella sells a remote luxury camp. Alaya sells a central location at an upscale price. See our profile of Capella Ubud.
Why it matters now
Global brands are moving into central Ubud. IHG signed Kimpton’s first Indonesian hotel with PT Mustika Adiperkasa and GHS K.K. in July 2025. In July 2026 IHG said the 101-room Kimpton Suntaya Bali Ubud would open later this year near the Ubud Art Market and Ubud Palace. That is the same walking-distance market Alaya serves, with a global loyalty programme behind it.
Costs are also rising. Bali’s governor has signalled a minimum wage rise above the formula for 2027; see Bali minimum wage 2027. The province is also pushing hotels to buy local products, covered in our report on the Bali local products rule. A homegrown group with local sourcing is well placed on the second point. On wages it has no global scale to spread costs.
Our view: Alaya’s best defence is what Kimpton cannot copy quickly: rice-field views, mature gardens, local design and repeat guests. Its weak spot is distribution to loyalty members. Expect pressure on shoulder-season rates once Kimpton opens.
What it means for you
1. Independent owners in Bali
A local brand can hold an upscale position for more than a decade. Keep reinvesting, or a new branded hotel will set the standard for you.
2. Revenue managers in central Ubud
A 101-room branded opening will add rate pressure in shoulder months. Build direct and repeat business now.
3. Investors
Owner-operators save on fees but carry the full distribution cost. Compare net income, not just rate.
4. Brands
Homegrown groups with good assets are candidates for soft brands and franchise deals. AIM said in 2016 that it was open to partnerships.
FAQ
Who owns Alaya Resort Ubud?
The Alaya Hotels & Resorts group, founded by Jimmy Gunawan and Michelle Tanaya. We have not verified the legal owning company.
Who operates Alaya Resort Ubud?
AIM Hospitality (Alaya International Management), the group’s own management company. There is no international operator.
How many rooms does Alaya Resort Ubud have?
106 rooms, according to the resort.
When did Alaya Resort Ubud open?
The Ubud Hotels Association lists it as established in January 2013.
Where is Alaya Resort Ubud?
On Jalan Hanoman in central Ubud, Gianyar, Bali.