Traveloka – Southeast Asia’s leading travel platform since 2012, offers extensive transportation options, including flights, buses, trains, car rentals, and airport transfers as well as a wide range of accommodation options. Moreover, the platform also enhances the travel experience by offering cruise packages and access to various local attractions, such as theme parks, museums, day tours, and more.
In partnership with YouGov, Traveloka has released its latest study, “Travel Redefined: Understanding and Catering to the Diverse Needs of APAC Travellers”. Drawing on insights from nearly 12,000 respondents across nine countries, including more than 2,000 respondents from Indonesia, this study sheds light on evolving travel habits and preferences that are shaping the Asia-Pacific (APAC) tourism landscape and provides actionable insights to anticipate trends and create meaningful travel experiences in 2025 and beyond.
The summary of insights is as follows:
Indonesian travelers: nature enthusiasts seeking adventure.
The study revealed that 39% of travelers are driven by a desire to visit tourist attractions, making it the primary motivation for travel. Nature takes center stage, with 75% preferring natural attractions such as mountain ranges and national parks, followed by beaches and coastal areas (65%), and historical or cultural destinations like museums or castles (37%). These insights underscore Indonesia’s distinct appeal, driven by its diverse geography as an archipelagic nation. Compared to regional counterparts like Japan, where 62% of travelers prioritize historical or cultural destinations, Indonesian preferences underline the nation’s love for outdoor adventures and natural beauty.
Domestic travel takes the lead.
Across APAC, domestic travel remains a key driver of tourism recovery, and Indonesia is no exception. A significant 70% of Indonesian travelers prefer exploring domestic destinations, driven by affordability and convenience. This trend is reflected in the growing popularity of destinations such as Bali, Lombok, and Yogyakarta, highlighting the increasing appeal of exploring within the borders.
Price drives decision-making.
As with much of APAC, price sensitivity is a critical factor in Indonesia, with 46% of respondents citing affordability as a priority when selecting accommodations. Additionally, 34% of Indonesian travelers are influenced by promotions and discounts when choosing destinations, highlighting how cost, including attractive offers, can persuade travelers to consider destinations they might not typically choose.
Rise of digital travel platforms.
With the rise of digital tools for travel planning, travelers in Indonesia demonstrate a strong reliance on social media (56%) and travel platforms (53%) as their primary tools for planning trips. This reflects their growing trust in platforms like Traveloka, which simplifies the booking process and provides flexible options. Compared to the APAC average of 42% for social media and 40% for travel platforms, Indonesia stands out for its higher engagement with these tools, showcasing the country’s strong digital adoption and connectivity.
Sustainable travel gains ground.
Finally, sustainability is increasingly shaping choices, with 86% of Indonesian travelers factoring it into their decisions—slightly higher than the regional average of 80%. This highlights a strong opportunity for sustainable options, such as eco-friendly accommodations and green tourism initiatives, to gain traction in the Indonesian market.
The full text of the study, including a detailed country-by-country analysis, is available for download via traveloka.com/en-id/apac-travel-insights
