Travel Behavior in Indonesia

Indonesians Travel Smart: Independent Yet Open to Expert Help

Gone are the days when travel agencies were the sole gatekeepers of international trips. Today, nearly half (48%) of Indonesian travelers prefer to arrange their journeys by themselves. This isn't just a slight preference; it’s a strong inclination towards self-sufficiency, placing them right alongside global averages. What's even more interesting is that a significant 39% opt for a "Both" approach, suggesting a savvy blend of personal planning with the occasional expertise of a travel agency. This hybrid model indicates a desire for control and customization, perhaps tapping into agency services for more complex bookings or bespoke experiences. Compare this to the more agency-reliant Indian traveler, or the highly independent Singaporean, and you see Indonesia charting its own course – a balance of autonomy and convenience.

Indonesia's Summer Travel Stays Close to Home

So, where are these independent spirits headed? For summer 2025, their sights are firmly set on Southeast Asia (36%). This makes perfect sense; the region offers vibrant cultures, stunning landscapes, and diverse culinary experiences often within easy reach. They are true regional explorers, with East Asia (22%) and Australia/Oceania (18%) also strong contenders.

Food and Leisure: A Flavorful Indonesian Travel Identity

And what drives their journeys? It’s a pursuit of relaxation (35%) and a deep appreciation for culinary experiences (30%). While relaxation is a universal travel motive, the emphasis on food in Indonesia is particularly striking. It's a significantly higher percentage than many global counterparts and even stands out within the APAC region. This tells us that for many Indonesians, travel is a holistic experience, a chance to unwind, but also a flavorful adventure where local delicacies are as much a highlight as the scenic views.

Indonesians Prefer Budget Stays to Maximize Travel Experiences

Indonesian travelers are notably value-conscious, with 44% choosing budget-friendly stays, a strategy to prioritize travel experiences over premium lodging. While the 18–24 age group still favors budget options overall, they also show the highest preference for villas or home-style stays (27%) among all age segments, signaling a specific interest in privacy, flexibility, and group-oriented travel. For Gen Z, comfort often means connection and authenticity, not hotel stars.Given that Indonesian travelers prioritize relaxation and culinary experiences, hotels and rentals can elevate their appeal by offering comfort-enhancing features such as spa services, cozy communal spaces, flexible check-ins, and local food-based activities.