Jakarta. Global hospitality management group Swiss-Belhotel International has introduced a series of new initiatives aimed at delivering more engaging, enjoyable, and memorable family holiday experiences across its hotels and resorts worldwide ahead of the 2026 school holiday season.

As part of the initiative, Swiss-Belhotel International (SBI) unveiled SBEC Juniors, a new loyalty program for children and teenagers, and launched a new mascot, Bella the Swiss Cow, who joins Bernie the Swiss Dog to create a warmer and more entertaining stay experience for children and families.

The company is also rolling out a range of special school holiday offers at participating hotels, with stay periods available from June 10 to Aug. 31, 2026.

Priyanka Kapoor, Group Director - Brand, Marketing & Communications at Swiss-Belhotel International, said the family travel segment continues to evolve globally as parents increasingly seek meaningful, comfortable, and enjoyable experiences for all family members.

“At Swiss-Belhotel International, we believe hospitality can create treasured memories not only for adults, but also for children and teenagers. The introduction of SBEC Juniors, together with our expanding family offerings and the presence of Bernie and Bella, reflects our commitment to making our hotels increasingly family-friendly and guest experience-focused,” Priyanka said.

SBEC Juniors Expands Family Benefits
Ahead of its official launch on June 10, 2026, SBEC Juniors extends the benefits of Swiss-Belexecutive (SBEC) to children up to 16 years old. Linked to the SBEC account of an adult member or parent, the program is designed to provide a more personalized, enjoyable, and memorable family stay experience.

SBEC Juniors members will enjoy a range of dining benefits at participating hotels, including complimentary meals for children of certain age groups and discounts of up to 50% for children and teenagers. The offers apply to meal packages included in room rates, buffets, and kids’ set menus, accompanied by a paying adult and subject to applicable age category terms.

Families staying with SBEC Juniors members will also receive special in-room children’s amenities, including kid-friendly bathroom amenities, welcome juice, cupcakes, and activity sheets to create a more enjoyable stay experience for younger guests.

Bernie and Bella Bring Family Hospitality to Life
As part of its family hospitality strategy, SBI also introduced Bella, a cheerful Swiss cow character that complements the previously introduced Bernie the Swiss Dog mascot.

While Bernie represents warmth, loyalty, comfort, and Swiss-inspired hospitality, Bella symbolizes nature, family values, and the agricultural heritage of the Faull family, the family behind Swiss-Belhotel International.

Inspired by Faull Farms in Taranaki, New Zealand, home to more than 1,500 cows including many Swiss breeds, Bella reflects values of care, warmth, and family togetherness.

Bernie and Bella will appear across various family-focused experiences at participating hotels, including welcome activities, children’s programs, seasonal campaigns, and family activities designed to create a more interactive and enjoyable atmosphere for young guests.

Inspired by the beauty of the Swiss Alps and the warm spirit of Faull Farms, the two mascots embody hospitality, family connection, comfort, safety, and a love for nature, values that Swiss-Belhotel International aims to incorporate into its guest experience.

School Holiday Campaign
To support family travel during the school holiday period, Swiss-Belhotel International is offering a special School Holiday campaign that can be booked now for stays between June 10 and Aug. 31, 2026.

Using the promo code SCHOOL15 through the official Swiss-Belhotel International website or participating hotels, guests can enjoy room discounts of up to 20%, consisting of 15% off refundable rates and 20% off non-refundable rates.

Guests will also receive full access to SBEC Juniors F&B benefits as well as various family experiences and activities available at each participating hotel.

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