November 22, 2025 | 03:47 pm
TEMPO.CO, Jakarta - As the end of the year approaches, the holiday season is upon us. The trend of online accommodation bookings indicates a significant shift in both the global and Indonesian markets. According to SiteMinder's Changing Traveller Report 2026, Online Travel Agents (OTAs) are predicted to become the primary choice for travelers to search and book hotels, surpassing search engines for the first time.
The advancement of digital technology has made it easier for people to research their holiday destinations. Globally, 26 percent of people conduct their holiday accommodation research through online travel agents such as Traveloka and Tiket.com, followed by 21 percent through search engines like Google, and 14 percent through friends or family.
In Indonesia, OTA usage stands at 25 percent, followed by search engines at 22 percent, and social media at 17 percent. However, these figures are expected to rise in 2026, with a projected 38 percent increase for OTA, indicating that the Indonesian public is increasingly drawn to the existence and efficiency of travel agent platforms. Interestingly, the previously dominant search engines have declined sharply to 12 percent, while social media has risen to second place as a source for hotel searches, increasing to 19 percent.
In many countries, direct bookings with hotels have become a new trend. Global travelers are increasingly using OTAs only for research, then booking directly for the best price. However, Indonesia is moving in a different direction. Direct bookings have slightly decreased from 16.52 percent to 16.21 percent, reaffirming that OTAs remain the dominant channel for Indonesian travelers to book hotel rooms.
In 2026, 59 percent of Indonesian travelers are expected to book rooms through OTA sites or apps, the highest among all surveyed countries. Only 14 percent of bookings are made through hotel sites, while conventional travel agents account for just 10 percent.
Fifin Prapmasari, Country Manager of Indonesia at SiteMinder, explained that the use of artificial intelligence (AI) in the hotel industry has become increasingly popular, helping to manage data. "So, if we look here, the use of AI has become very common for the Indonesian public. When this technology is implemented in the hospitality industry, it's apparent that many aspects are very relevant through AI," she said in Jakarta on Thursday, November 20, 2025.
In 2026, the majority of Indonesian travelers desire the presence of various modern technologies, such as AI-based concierge, favored by 59 percent of respondents, followed by contactless check-in and check-out at 55 percent, health technology at 53 percent, environmental sustainability features at 50 percent, and robotic services chosen by 39 percent of travelers.
"When staying at a hotel, they no longer feel the need to meet with the receptionist directly. During check-out, simply drop the key card in the provided place. Such things are examples of technology expected by Indonesian customers when staying at hotels in the future," she said.
The high interest in digital innovation also reflects the belief of 59 percent of travelers that the presence of AI-based concierge, such as providing instant recommendations, local tips, and assisting with hotel facility bookings, will significantly enhance their staying experience quality.
This trend confirms that the travel industry is entering a phase of digital consolidation, where OTAs are increasingly becoming the primary gateway for travelers in planning their trips. The Indonesian market is growing as one of the most digitally-minded, with high levels of trust in OTA platforms.
In addition to the dominance of these booking channels, technology, especially AI and contactless services, has become an essential element in creating modern staying experiences. With the highest adoption rate of AI hotel technology, Indonesia is expected to drive the hotel industry to strengthen collaboration with OTAs, implement AI-based systems, and provide more personalized digital services in the 2025-2026 period.
However, this AI system cannot completely replace human work. Fifin said that AI only makes work easier, not completely replacing human hands. "It can't be completely replaced. I also disagree with that," she explained.
Annisa Nur Alimah contributed to this article
Editor's Choice: Indonesian Tourism Trends: Culture, Nature, Culinary, and Wellness
Click here to get the latest news updates from Tempo on Google News
World's Tallest Hotel Opens Doors in Dubai
3 hari lalu
Ciel Dubai Marina by IHG, the world's tallest hotel, has opened in Dubai.
Hotel Room Essentials That Are Most Often Missing
5 hari lalu
Guests are often tempted to take items from hotel rooms, such as sandals, towels, and even electronic items.
Hotels Association Unruffled as Indonesia Caps 190-Year Land Right at IKN
5 hari lalu
The hotels currently being developed in IKN are not part of PHRI members' investments, the association chair said.
Bandung Hotel Occupancy Improves as Local Govt Leverages Festivals
23 hari lalu
Bandung Mayor Muhammad Farhan emphasizes the impact of focusing on the MICE sector to drive the city's economic activities.
6 Ways to Make Use of Shower Caps from Hotels
24 hari lalu
Shower caps may not be as luxurious as other hotel amenities, but they can be used for other purposes at home.
Why Many Small Hotels in China Are Turning Away Foreign Tourists
32 hari lalu
Previously, Chinese law required hotels to obtain a special license for foreign accommodations.
Why Five-Star Hotel Facilities Aren't Always the Same
37 hari lalu
Guests who book rooms in five-star hotels may find varying levels of quality in each region.
Fullerton Hotel Singapore Declines to Host 'Friends of Israel' Gala Dinner
38 hari lalu
The Fullerton Singapore hotel faced criticism and received a one-star rating on Google after hosting the Friends of Israel Annual Aliyah Gala Dinner.
Kyoto Plans to Impose Highest Ever Hotel Tax Starting March 2026
45 hari lalu
Kyoto to impose the highest hotel tax in an effort to manage overtourism and promote sustainable tourism.
Leopard Rescued from Hotel in Bandung, Indonesia After Suspected Zoo Escape
47 hari lalu
A leopard was reported to have entered a hotel in Bandung City, West Java, Indonesia, on Monday, October 6. The rescue was carried out successfully.
