Pauline Suharno
Pauline Suharno is the president of both ASTINDO (Indonesian Travel
Agents Association) and FATA (Federation Of ASEAN Travel Associations),
and the director of Elok Tour.
Indonesian travellers are strongly influenced by the fear of missing
out (FOMO) and the 'you only live once' (YOLO) mentality, according to
Pauline Suharno, president of ASTINDO (Indonesian Travel Agents
Association).
With a desire to explore new destinations and embrace
unique experiences, Indonesians are driven by a growing middle class,
particularly those with young children, who seek to introduce their
families to new sights and create lasting memories.
Indonesians' top 5 destinations
- Japan
- South Korea
- Hong Kong
- Singapore
- Thailand
Indonesian travellers show a rising demand for destinations in Asia,
particularly Japan, South Korea, Hong Kong, Singapore, Thailand, and
Vietnam.
Europe also remains popular, with Western and Northern European
countries attracting significant numbers of visitors. Trips to the US
and Australia are commonly driven by family obligations, graduation
ceremonies, and business purposes.
What’s hot and trendy
There has been a notable increase in demand for both FIT (free
independent travel) tours and packaged tours, driven by niche and
upper-middle class clients who are willing to invest in customised
travel experiences.
This trend can be attributed to the preference of travellers,
especially during the pandemic, to embark on journeys with their own
families and close-knit communities, opting for small group sizes to
ensure safety and convenience.
Consequently, smaller regular group sizes are becoming more common
due to visa application and group seat reservation challenges.
Cruise travel is also experiencing a surge in popularity,
particularly for family holidays, and the anticipation of lower airfare
is expected to further promote cruise travel for corporate or incentive
purposes.
Digital adoption scorecard
Embracing technology is essential for travel agents to stay
competitive in the digital age. Utilising customer relationship
management software and data analytics tools, agents can collect and
analyse client data to create personalised travel experiences.
Upgrading staff skills and adopting modern reservation and
administration systems improves efficiency. However, digital adoption
among Indonesian agents remains below 40%, hindered by financial
constraints, senior staff's limited digital skills, and infrastructure
challenges.
To address this, ASTINDO is facilitating partnerships with technology
providers. Digital transformation streamlines operations, automates
tasks, enhances customer service, provides valuable insights through
data analytics, and expands reach through social media and marketplaces,
driving efficiency, satisfaction, and revenue growth.
Putting the A in travel agents
The pandemic has posed significant challenges in managing human
resources and retaining talent within the travel industry. Office
closures resulted in job losses and unpaid employment, creating a
prolonged period of uncertainty and insecurity.
As a consequence, skilled professionals have transitioned to more
stable or promising fields, while senior staff have been compelled to
retire prematurely. Presently, employers are maintaining leaner teams,
burdening existing staff with additional responsibilities. To mitigate
staff turnover and preserve talent, travel agents must prioritise
employee well-being and invest in comprehensive training and development
programmes to enhance workforce capabilities.
In the travel industry, exceptional customer service is paramount to
achieving success. New travel agents must recognise that they are not
merely selling products, but also delivering a service. While consumers
can still arrange their travels independently, travel agents offer a
comprehensive one-stop-shopping solution.
To ensure customer satisfaction, agents should possess effective
communication skills, a deep understanding of products, and the ability
to swiftly resolve customer issues. Additional proficiencies such as
empathy, multitasking, and technological aptitude provide a competitive
edge in meeting customer needs.