Yogyakarta, 28 October 2025 – In this edition, the Department of Urban and Regional Planning (PWK), Universitas Gadjah Mada, held a guest lecture entitled “Property Market Research.” The lecture was conducted offline at the Department of Architecture and Planning Engineering, Faculty of Engineering, Universitas Gadjah Mada. The event featured Nurul Soraya Desi Yonasari, Senior Researcher at Colliers Indonesia, as the guest speaker.
In this guest lecture, Nurul Soraya delivered a comprehensive discussion on property market research, with a particular focus on the hospitality sector. The session began with a fundamental understanding of hotels, covering classifications based on star ratings and travel purposes, as well as an introduction to hotel chains and branding concepts.
Nurul Soraya also explained hotel classifications based on government regulations and international standards such as STR, ranging from luxury to economy categories. In addition, the lecture explored the concepts of boutique and lifestyle hotels, which emphasize distinctive design, local experiences, and modern lifestyle-oriented approaches.
The core focus of the lecture was property market research, defined as the process of collecting, analyzing, and interpreting data related to markets, consumers, competitors, and industry trends. Nurul Soraya highlighted the importance of such research in understanding the relationship between supply and demand, consumer characteristics, market positioning, as well as investment opportunities and risks. Data sources include primary data, such as surveys and interviews, and secondary data, such as websites and industry publications. In the context of the hotel sector, property market research involves competitor analysis based on location and class, market potential mapping, and business feasibility assessments to support strategic and data-driven investment decision-making.
The guest lecture was conducted in a conducive and interactive atmosphere, with participants actively engaging through questions and discussions related to the topic.
This guest lecture is relevant to several Sustainable Development Goals (SDGs), including SDG 8 (Decent Work and Economic Growth), SDG 9 (Industry, Innovation, and Infrastructure), SDG 11 (Sustainable Cities and Communities), SDG 12 (Responsible Consumption and Production), and SDG 17 (Partnerships for the Goals).
Source: https://pwk.archiplan.ugm.ac.id/after-report-kuliah-tamu-property-market-research/