Introduction
Running a hotel in Indonesia is like trying to sell satay at a jam-packed night market in Kuta—everyone’s hungry, but they’ve got hundreds of options. From Uluwatu’s cliffside retreats to Yogyakarta’s temple-view stays, competition is fierce. So, how do you actually attract tourists to your hotel and boost your bottom line?
Gone are the days when a pretty pool and buffet breakfast were enough. You need grit, strategy, and a killer marketing game plan to keep your rooms full year-round. Having worked across Indonesia’s hospitality scene—from surf lodges in Lombok to boutique getaways in Ubud—I’ve pulled together the best street-smart tactics that work.
In this guide, you’ll uncover 10 proven strategies on how to attract tourists to your business, how to skyrocket hotel bookings fast, and how top operators implement marketing ideas used by hotels to increase occupancy rate.
1. Know Your Guests Like Your Favourite Warung
Before you do anything, you need to understand who’s booking your rooms—or who you want to. Are your guests Aussie surfers? Yoga lovers from Europe? Digital nomads from Singapore?
How to do it:
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Dig through booking data: Who books what, when, and where from?
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Ask questions: Run short surveys on checkout or via email.
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Follow travel trends: What’s hot? Wellness retreats, eco-tourism, or temple tours?
Example: A Lombok hotel discovered that most guests were European couples. They launched romantic getaway packages, and bookings jumped 30%.
2. Find Your Niche and Own It
Trying to appeal to everyone leaves you appealing to no one. Instead, carve out a niche and dominate it.
Hot Tips:
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Pick a target audience: Eco-conscious travellers, solo backpackers, or families.
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Create niche offers: Surf camps, digital detoxes, or kids’ adventure packages.
Example: A Gili hotel focused on diving holidays with reef-safe amenities and became the top pick for underwater lovers.
3. Craft a USP That Screams “Pick Me!”
Your Unique Selling Proposition (USP) is your edge. Why should a tourist choose your hotel over another?
Nail Your USP:
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Location perks: Near famous beaches or cultural landmarks.
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Exclusive experiences: Sunrise hikes, cooking classes, or starlit yoga.
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Design and vibe: Boutique jungle retreats or modern minimalist sanctuaries.
Example: A Yogyakarta hotel ran “Temple Sunrise Tours” with local guides. The rave reviews poured in.
4. Build an Online Presence That Pops
If you’re invisible online, you’re missing the biggest slice of the pie. Indonesian travellers—locals and foreigners alike—search, scroll and book digitally.
Digital Domination:
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Optimise your website: Mobile-first, fast-loading, and easy to book.
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Invest in SEO: Use keywords like “Bali eco hotel” or “cheap Ubud stay”.
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Run social media campaigns: Post Reels, run giveaways, and partner with local influencers.
Example: A Seminyak hotel posted viral Reels of their sunset rooftop bar and saw online bookings spike by 40%.
5. Work OTAs Without Losing Your Shirt
Online Travel Agencies (OTAs) like Agoda and Booking.com are a double-edged sword. Use them smartly.
OTA Tactics:
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Maintain profiles: Regular updates, clear photos, and engaging descriptions.
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Offer direct booking perks: Discounts, spa credits, or early check-in.
Example: A Jakarta hotel offered “Book direct & get a free spa voucher”—direct bookings rose while OTA commissions dropped.
6. Use Revenue-Boosting Strategies That Stick
Once the bookings roll in, it’s time to maximise revenue per guest.
Tactics That Work:
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Create bundles and packages: “Rainy Season Deals” or “Wellness Weekenders.”
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Upsell extras: Room upgrades, airport transfers, or late check-outs.
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Adjust pricing dynamically: Boost prices during holidays, drop them mid-week.
Example: A hotel in Bali saw a 20% increase in revenue by offering couples a “Romance Package” with massages and candlelit dinners.
7. Grow a Stellar Online Reputation
Your hotel’s online rep can make or break your booking numbers.
Tips to Build Trust:
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Respond to reviews: Good or bad, always reply professionally.
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Ask for feedback: Guests are more likely to leave a review if prompted.
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Leverage influencer content: Invite travel bloggers and share their content.
Example: A Ubud hotel hosted a travel vlogger whose video brought in 15,000 views and hundreds of new inquiries.
8. Create Experiences That Guests Will Share
Great experiences lead to word-of-mouth referrals and return visits.
What You Can Do:
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Go personal: Remember guest names and anniversaries.
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Run unique activities: Balinese dance nights, cooking classes, or waterfall hikes.
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Offer Instagram-worthy moments: Floating breakfasts or jungle swings.
Example: A boutique Yogyakarta hotel hosted traditional batik workshops—guests loved it and shared it all over Instagram.
9. Tap into the Wellness Wave with Emersion Wellness
Wellness travel is massive, and Indonesia is the perfect playground. Companies like Emersion Wellness are leading the charge.
Integrate Wellness:
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Host retreats: Think yoga, meditation, and juice cleanses.
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Create relaxing spaces: Spa gardens, water features, and essential oils.
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Promote health menus: Offer organic or plant-based dishes.
Example: A Bali resort’s “Detox Weekend” inspired by Emersion Wellness brought in wellness-focused travellers and increased midweek occupancy.
10. Use Data to Make Smarter Decisions
If you’re not tracking your numbers, you’re flying blind.
Analyse Everything:
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Use Google Analytics: Know where your website traffic is coming from.
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Track guest habits: What packages are popular? What dates are slow?
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Send personalised offers: Target honeymooners, solo travellers, or business guests with tailored deals.
Example: A Jakarta hotel identified a spike in weekday solo bookings. They introduced a “Work & Stay” package and filled rooms midweek.
Marketing Ideas Used by Hotels to Increase Occupancy Rate
Here are proven marketing tactics successful Indonesian hotels use:
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Collaborate with tour operators and local influencers
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Use dynamic pricing software to respond to demand in real time
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Host seasonal events and themed stays
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Invest in professional photography for listings
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Run flash sales and loyalty programs via email
These ideas aren’t just fluff—they’re actual strategies used by hotels to increase occupancy rate in competitive tourism markets.
Conclusion
Figuring out how to attract tourists to your business in Indonesia isn’t about gimmicks—it’s about knowing your audience, standing out in a crowded space, using smart marketing, and delivering unforgettable experiences. Nail your niche, own your online presence, and leverage strategies like wellness tourism and data tracking to stay ahead.
Take a cue from experts like Emersion Wellness and make your hotel more than just a place to sleep—make it a destination.
FAQs
1. How do I know who my ideal hotel guest is?
Use booking data, surveys, and travel trend research.
2. What makes a hotel stand out to tourists?
A strong USP, great reviews, and unique experiences.
3. How can I increase direct bookings?
Offer perks for booking on your website, like discounts or free services.
4. What’s a quick marketing win for hotels?
Run an Instagram contest or partner with a local influencer.
5. How does wellness help hotel bookings?
Wellness packages attract health-conscious tourists, especially midweek.