Specific Naming Patterns of Star Hotels in Bali

In this study on brand names of 224 registered star hotels in Bali, several patterns emerge when the properties are categorized by star rating. First and foremost, each hotel brand name can be divided into three parts: (1) core name, (2) descriptor, and (3) locator. Most star properties consent to the rules English syntax on noun phrase formation, while very few follow the Indonesian syntax. In terms of language selection of the core name, the majority of higher star-rated hotels tend to favor foreign names, particularly English names. Meanwhile Balinese names are popular for 1 and 2-star properties. Interestingly, the less distinctive suggestive names are popular in the lower star categories, while the more distinctive arbitrary and fanciful names are popular in higher star-rated properties. One emerging trend is the use of English definitive article “The” followed native words. For property descriptor, the term “Hotel” is used favorably a majority of 1 and 2-star hotels, yet avoided by the 5-star hotels. Alternatively, the term “Resort” is the descriptor most associated with 5-star hotels. Additionally, “Bali” remains the most popular quality descriptor for all properties. Surprisingly, using the “Bali” brand as a selling strategy is most popular for 5-star hotels, followed 4-star hotels