INTERVIEW WITH GRATIKA EKAWATI CORPORATE DIRECTOR OF BRANDING & MARKETING INI VIE HOSPITALITY
Can you share a bit about your background and what led you into the world of branding and marketing?
As Corporate Director of Branding & Marketing at iNi ViE Hospitality—a Bali-based management company spanning villas, resorts, restaurants, spas, kids playgrounds, and clubs across multiple brands—I work at the intersection of business, culture, and creativity. With 14+ years across FMCG, media, retail, and hospitality, I’m drawn to branding because it begins with people: how we see ourselves and how the market sees a product. Marketing is the bridge that turns that understanding into an experience. It’s analytical, it’s human, and it lets me lead cross-brand creative teams to build stories guests can truly feel.
What does a typical day look like for you at iNi ViE?
Two anchors: discipline and flexibility. We run on simple rhythms—daily checklists, a short morning briefing, and clear weekly priorities—then adapt to what the day brings: launches, guest moments, partner visits, or industry events. As a leader, I set professional standards in a way that stays casual and human. Creatives need space, but also a clear lane, so we keep the vibe open while staying on brand and on time.
How do you and your team stay updated with the latest trends, especially in digital and social media?
We treat curiosity like a habit. The team watches real guest behavior, not just “marketing talk.” We learn, test, and refine—then scale what truly works. Sometimes that means internal upskilling; sometimes it means partnering with specialists for a fresh outside view. Our rule is simple: if a trend serves the guest, fits our DNA, and moves the business, we embrace it. If not, we pass.
What do you enjoy most about working in the hospitality industry?
Hospitality is the most human business I know. Our guests come from different countries, habits, and demographics—and our portfolio is diverse (villas, resorts, restaurants, spa, day/beach club, even playgrounds). We’re constantly stepping into different shoes while staying true to our 8 Mantra of Ini Vie Hospitality as our DNA. Doing this in Bali—one of the world’s great destinations—is a privilege. The island’s dynamism keeps us evolving, evaluating, and delivering experiences that actually matter.
Any recent updates or developments at iNi ViE? What can guests look forward to?
We’re doubling down on personalization and consistency. WEINIVIE—our loyalty program—connects benefits across brands, so recognition follows you whether you stay, dine, or unwind. We’re also developing Equipoise, an ultra-luxury, eco-conscious concept designed to live in balance with nature and local culture. On the ground, we’re turning sustainability from an “initiative” into everyday practice and curating more seamless journeys—stay + dining + wellness that feel connected from arrival to farewell. Guests can expect sharper storytelling, deeper local touchpoints, and experiences that linger long after the trip ends.
With so many unique properties under Ini Vie Hospitality, is there a particular villa or restaurant you personally recommend, and why?
Choosing one is impossible—but I’ll highlight our newest and let me paint a scene. Morning mist over the paddies, breakfast that lingers, an unhurried walk before a spa ritual, then dinner that feels both familiar and new. That’s the rhythm I find at Asvara Resort Ubud (opened September 2025). Pair your stay with Flairs Restaurant—Thai & Asian contemporary flavors that are vibrant yet comforting—and Svaha Spa Kelusa for a restorative close to the day. It’s a gentle loop: eat, feel, restore.
How do you maintain a healthy work–life balance in such a dynamic role?
I aim for alignment more than balance. Be fully present with what’s in front of you, then move to the next role you play—leader, learner, daughter, friend—without guilt. I’m currently pursuing a Master’s in Strategic Marketing Management; it keeps my mind sharp and reminds me to stay curious. My micro-rituals help: five quiet minutes before the day starts, a good coffee, a short reset when needed. Keep learning, keep contributing, and keep your energy clean—that’s my version of balance.