August 18, 2026 | 04:50 pm
TEMPO.CO, Jakarta - Travel trends among Indonesians are shifting. Travelers no longer just travel for seasonal holidays or to move from one place to another. Now, travel is a lifestyle driven by personal goals and the pursuit of specific experiences.
A Lokadata survey of 1,300 people found that 31 percent said their main reason for traveling was to recharge and take a break from their daily routine. Nowadays, when planning trips, people are increasingly focused on the experiences and emotional sensations they want to have while traveling.
Experience-Oriented Travel and Budgets
This trend of purpose-driven travel is evident in the surge of tourism activities tailored to individual interests. People are increasingly traveling to attend concerts by their favorite artists, watch sporting events, explore local cuisine, and try out new activities. In this context, physical destinations are often viewed as the settings that facilitate these desired experiences.
This shift in orientation has also influenced how travelers allocate their travel budgets. Survey data indicates that 88 percent of respondents are willing to spend more to secure a more memorable travel experience. This suggests that travelers are becoming more selective in evaluating the benefits and significance of a trip.
Tiket.com Co-Founder and Chief Marketing Officer Gaery Undarsa stated that current traveler trends focus on the relevance of the experience.
"Travelers are increasingly conscious of the value they seek to derive from a trip. They are not merely looking for destinations but are also considering whether the experience aligns with their interests, needs, and priorities," said Gaery in a press statement on Friday, August 14, 2026.
The Role of Destinations and Industry Adaptation
Although the pursuit of experiences is a primary driver, the destination remains a crucial factor in the decision-making process. A total of 74 percent of respondents choose their destination first before planning their activities, while the remaining 26 percent begin their travel planning based on specific activities they wish to undertake.
These shifting consumer behaviors are prompting online travel agencies to adopt a more customer-centric approach. Now, technology is expected to do more than facilitate ticket or accommodation bookings. It must also help travelers plan trips that align with their personal preferences.
"Technology should not only simplify the booking process but also help people plan their trips based on their personal preferences and goals. A customer-centric approach enables us to continually understand the increasingly diverse needs of travelers," he said.
Laode Muhamad Ashegaf contributed to this article
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