Report

Indonesia Market
Overview

Third Quarter 2024

Contents

Demand by Stayed Date Including Website Search Requests 3

Booking Window Analysis 4
Top Countries by Booking Source 5
Length of Stay by Region 6
Length of Stay: Advice from Customer Success 7
Share of Direct Bookings 8
Average Daily Rate (ADR) 9
Website Traffic Sources 10
Key Market Insights for Third Quarter 2024 10
Recommendations from Exely Customer Success 11
Announcements from Exely Customer Success 11
Demand by Stayed Date Including Website
Search Requests
Demand for accommodations in Indonesia increased in Q3, with a 25% rise in stayed room nights compared to Q2. Direct bookings on hotel
websites rose by 8%, with search requests on hotel websites seeing a 21% increase over Q2. Despite this growth, the share of direct bookings
remains consistent with Q2, holding steady at 8%.

Website OTA Demand by start date

Monthly

Jan 2024 Feb 2024 Mar 2024 Apr 2024 May 2024 Jun 2024 Jul 2024 Aug 2024 Sep 2024

Website OTA Demand by start date Weekly

28 29 30 31 32 33 34 35 36 37 38 39
July August September
3
Booking Window Analysis
The booking window data shows that a significant portion of OTA bookings are last-minute, with 55.12% made 0–1 days before arrival. In
contrast, 41.71% of direct website (BE) bookings occur within this same short time frame, showing a more balanced distribution across
booking windows. 

This indicates that while OTAs capture a high volume of impulsive bookings, direct bookings on hotel websites appeal to a broader range of
booking behaviors, from last-minute to advance planners.

BE Bookings OTA Bookings

Strategy for Hotels:
41,82%
0–1 Offer last-minute deals on the official website
55,38%
to attract OTA users and set the hotel apart
11,45%
2–3
11,53%
from competitors
10,84%
Provide early bird deals on the website to
4–7
8,80% secure bookings well in advance and
guarantee a stable revenue stream.
9,07%
8–14
6,36%

9,32%
15–30
6,49%

7,13%
31–60
5,10%

3,33%
61–90
2,08%

7,04%
>90
4,27%

4
Top Countries by Booking Source
The top 10 countries contributing to bookings in Indonesia remained the same in Q3, though market shares shifted. Australia took the lead
with a 21% share, surpassing domestic travelers, who still hold a high portion of total room nights. 

The data also shows that travelers from Australia, Indonesia, and the United Kingdom are more likely to book through direct hotel websites
compared to other markets. Additionally, there was a rise in European guests, likely influenced by holiday travel in August.

BE Bookings OTA Bookings Strategy for Hotels:

Australia 5,83% 15,08% 20,91%

To attract more international travelers, use
Indonesia 6,42% 11,46% 17,87%
country deals, ensure your website is
France 7,32% 7,82% multilingual, and promote it on popular social
United Kingdom 2,84% 2,76% 5,61% media platforms in target countries
Netherlands 4,17% 4,77% Tailor direct booking offers to guest
Singapore 3,78% 4,40% preferences, such as early check-in, late check-
out, room upgrades for families or couples, or
Germany 3,63% 4,09%
discounted transfers and attraction tickets
Italy 3,43% 3,54%
To engage domestic travelers or frequent
Malaysia 2,78% 3,22% international guests (e.g., from Australia),
Spain 2,35% 2,54% consider activating a loyalty program.
United States 1,84% 2,33%
New Zealand 1,54%
South Korea 140%

5
Length of Stay by Region
Average Length of Stay Average Length of Stay Average Length of Stay
BE OTA BE OTA BE OTA

10, 10,
4
4,0 4,0 4,3 4
2,6
2,3 2,5
2,1 2,2 3,1 1,63
2,0 3,0 10,
4 2,8 1,49
1,32 1,26 1,30
1,36

Jul 2024 Aug 2024 Sep 2024 Jul 2024 Aug 2024 Sep 2024 Jul 2024 Aug 2024 Sep 2024

The average length of stay Bali: Popular among Australian Jakarta: As a tourist
for customers in Indonesia and European tourists, guests destination primarily for
is 2.6 nights. tend to stay 4 nights or more. domestic travelers, the average
length of stay is 1.5 nights.

6
Length of Stay: Advice from Customer Success
Additionally, hotels receive longer bookings through direct hotel websites, with a difference of 20% to 50% in length of stay compared to
other booking channels.

Strategy for Hotels:

Special Rates
Stay Packages Personalized Experiences
for Extended Stays for Long Stays
Offer discounts for stays of 4+ Bundle accommodations with Provide welcome amenities or
nights extras like breakfast, spa access, room upgrades
Offer discounts that increase or tours Offer flexible check-in/out options
with longer stays Create packages for families, for stays of 3+ nights.
Highlight these offers on your couples, and business travelers.
website to attract attention.

7
Share of Direct Bookings
Our hotel partners have significant potential to improve profits by increasing the share of direct bookings, currently at 6%. 

Although search requests on hotel websites rose during high-demand dates in August, most guests still book through OTAs. This trend
suggests an opportunity for hotels to enhance their direct booking strategies, especially by offering unique benefits on their website.

Strategy for Hotels:

Add Extra Value for Direct Bookings: Offer perks such as early check-in, late check-out, room upgrades, or complimentary
services exclusively for direct bookings.

Maintain Price Competitiveness Across Channels: Ensure pricing is competitive on all channels. Use the new Rate Match
feature to monitor and maintain price parity.

Share of website roomnignts Dynamics of website share of roomnignts

6,37%
5,95%

5,18%
Source
5,82%
BE_RN
OTA_RN

94,18%
Jul 2024 Aug 2024 Sep 2024

8
Average Daily Rate (ADR)
The ADR data shows that direct website prices remain higher than OTA prices, leading to disparity issues. This pricing difference often causes
guests to redirect from hotel websites to OTAs to complete their bookings. 

During high-demand periods, hotels tend to increase rates on direct websites only, which further widens the price gap. In Q3, the average price
difference ranged from 22% to 32%, up from a 18% to 25% difference in Q2.

Average Daily Rate Average Daily Rate

Booking Engine OTA Booking Engine OTA

$57,07 $57,07

$49,88 $50,63 $49,93 $49,88 $50,63

$48,10
$43,5 $45,24
$43,5
$40,4 $41,0 $40,6 $40,4 $41,0
$38,9 $39,9

Jul 2024 Aug 2024 Sep 2024 Jul 2024 Aug 2024 Sep 2024 Jul 2024 Aug 2024 Sep 2024

9
Website Traffic Sources
Top 3 Sources:

Google
1 Google Hotel Ads & Google Free Booking Link
2 Facebook
3
Strategy for Hotels:

Optimize Google Business Profile. Activate Member Rates in Promote offers, deals, and services
Exely Booking Engine. on social media to attract more
Download Free Checklist direct bookings.

Key Market Insights for Third Quarter 2024

21% Increase in Search Requests: Hotel website search
requests rose significantly compared to Q2.

1 Top 3 Traffic Sources: Google, Google Hotel Ads &

Google Free Booking Links, and Facebook drive the most

traffic to hotel websites.

2
Domestic Travelers Prefer Direct Bookings: Direct
bookings increased during public holidays, showing a
preference for booking on the website.
3 10
Recommendations from Exely Customer Success
Introduce long-stay Implement a non-
Activate Rate Offer early booking offers tailored to refundable rate
Match to ensure Create packages for and member rates to location-specific with the best price,
price consistency. families and couples. drive direct bookings. guest trends. similar to OTAs.

Announcements from Exely Customer Success

Rate Match Feature Try Rate Match
A New Feature for Exely Booking Engine Users
With Rate Match, you can ensure price consistency across booking channels. This tool
monitors OTA and website rates, automatically aligning them for you.

Rate changes are seamlessly synced with Exely Booking Engine and Google Free Booking
Links, providing you with greater visibility and control over your pricing strategy.

Proven Results *Average for 40 pilot hotels

45% 8% $1,000+
reduction in price disparity Average price difference between in additional monthly revenue
month over month OTA and website aligned generated by Rate Match alone
14