June 11th, 2024, Samuel Tan
From Traveloka to Trip.com, how effective are major online travel agencies in Indonesia at converting awareness of their brand to an intention to book their next trip on their platform?
In today’s competitive travel market, brand conversion is essential for online travel agencies (OTAs) to maintain and grow their market share. Analysing data from YouGov BrandIndex – which continuously tracks key measures of brand health on thousands of companies around the world every day – we compare how successfully the most well-known online travel agencies in Indonesia have been at guiding travellers and holidaymakers down the conversion funnel, as of the first four months of 2024.
Stage 1: Awareness – Which travel agencies are most well-known in Indonesia?
Homegrown players lead the pack in brand awareness, with eight in ten Indonesians or more saying they have heard of Traveloka (88%) and Tiket.com (80%).
Booking Holding subsidiaries Agoda (65%) and Booking.com (49%) are next most well-known, ahead of Expedia Group’s trivago (47%), followed by Trip.com (30%).
Stage 2: Consideration – Which travel companies are best at guiding consumers from discovery to evaluation?
When it comes to converting awareness to consideration, Traveloka not only comes out on top again: it substantially widens the gap with its closest rivals. While two-thirds (67%) of Indonesians who are aware of the platform would consider making travel bookings with it, just under half (48%) who know about Tiket.com – the next best converter – say the same.
Meanwhile, just three in ten Indonesians who are aware of Agoda (30%) and Booking.com (29%) and less than a fifth who are aware of Trip.com (18%) and trivago (17%) would consider bookings with each platform the next time they travel.
How did consumer consideration of major online travel agencies in Indonesia change week-by-week across the first quarter of 2024?Get full report
Stage 3: Purchase Intent – Which travel agencies are best at getting consumers ready to purchase?
When it comes to being the top choice for consumers who are ready to make a booking, Traveloka is likewise the unequivocal leader. Among Indonesians who consider the platform for travel bookings, close to two in three (64%) are likely to choose it for their next trip.
In contrast, closer to a third of Indonesians who are considering Tiket.com (36%) and a quarter who are considering Agoda (26%) indicate that they are most likely to use these platforms the next time they make travel bookings online; while a much smaller proportion of Booking.com (14%), Trip.com (10%) and trivago (6%) considerers express the same likelihood.
“While both Traveloka and Tiket.com enjoy high brand awareness in Indonesia, Traveloka significantly outpaces Tiket.com in converting this awareness into actual purchase intent. Traveloka’s superior conversion rates compared to Tiket.com can be attributed to strong brand impression amongst Indonesians, effective marketing strategies, and customers’ valuing the quality of company’s services. These factors combine to achieve strong recommendations scores – 60% of Indonesians would recommend Traveloka to others, driving higher conversion rates and solidifying Traveloka's leading position in the Indonesian online travel market”, notes Eva Stewart, Global Sector Head of Travel & Tourism at YouGov.
How did purchase intent towards major online travel agencies in Indonesia change week-by-week across the first quarter of 2024?Get full report
This article is part of our regional series on the Purchase Funnel performance of Online Travel Agencies across key markets in APAC. Read the companion pieces for other markets below:
Methodology: YouGov BrandIndex collects data on thousands of brands every day. Awareness scores measure whether consumers have ever heard of a brand. Consideration scores measure whether consumers would consider a brand the next time they are in the market for a particular product or service. Purchase Intent scores measure how likely consumers are to purchase from a specific brand, out of various brands they would consider buying from. Learn more about BrandIndex.
Cover Photo from rudi_suardi