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Research report

Digital footprints: Discovering online traveler needs in Indonesia

This research gives a fresh snapshot of traveler behavior and sentiment in Indonesia.

Taking the time to analyze and discern travelers’ needs and responding accordingly is essential. Our objective in producing this report is to help online travel agencies visualize themselves as the traveler and follow in their footsteps as they chart a course along a shifting online landscape.

Although this research was conducted prior to the outbreak of COVID-19, it still provides a solid foundation for understanding traveler behavior and sentiment in Indonesia. Key findings include:

Calling the shots when it comes to choosing a destination

While the impact of online influencers is on the rise, research shows that half of Indonesian consumers still prefer to take recommendations from friends and family when choosing a travel destination. Travel blogs and websites follow closely behind, with 45% saying that they head to these sources when planning a trip. An additional one in three find television programs about their prospective destinations influential (33%).

When it comes to choosing a destination, 49% of Indonesian travelers are influenced by social media posts from influencers, with more than 9 in 10 following influencers on Instagram (92%). A very strong 97% think the information supplied by influencers around holiday destinations is fairly to very reliable.

Shopping around for the best offer

Our research also reveals that when planning a trip, Indonesians find that simple flight-only bookings are the quickest to research with an average of 4 websites visited. For booking trips with multiple components, or the combination of a flight and hotel, an average of 4.4 different sites are visited.

When choosing an online travel retailer, over half (51%) of those surveyed point to ease of payment when making a booking as the most important feature. Having all the travel services available to book in one place was also a key consideration among 35 to 54-year olds, with 40% of this group considering it an important point of differentiation.

Personalization must be prioritized

A large proportion (90%) of Indonesian travelers today would like more personalized travel options. 76% would be happy to share personal details if it meant speeding up their online booking experience. 86% of Indonesian travelers also indicated that they would consider joining a travel loyalty club if it meant they received more personalized offers and discounts. Additionally, almost all that were surveyed (98%) claimed it is important that they can manage their inflight experience, such as selecting seats or choosing a specific meal.

After-sale “value-adds” are also an expectation, as 91% indicated that after they’ve booked the main components of their trip, they would like the online travel retailer to keep them informed about airport transfers, and the availability of airport lounges.

Concern for the environment

64% of those sampled in Indonesia claim they’re concerned about the impact travel has on the environment. A strong majority (72%) feel that online travel retailers do enough to inform them about the environmental impact of their travel, and 83% would be interested in hearing about other destinations that would have less of an environmental impact.

Evidently there is still room for OTAs to advance their “ecotourism” initiatives – 79% say they would opt for a more environmentally friendly mode of transport and 73% say they would opt for a longer journey time to ensure this.

Download the report to learn more.

Sebastien Gibergues

Vice President, Online Travel Asia Pacific,

Amadeus

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Digital footprints: Discovering online traveler needs in Indonesia

This research gives a fresh snapshot of traveler behavior and sentiment in Indonesia.

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Access the report