A Glimpse of the Battle of Online Travel Giants in Indonesia: Traveloka vs Agoda vs Booking.Com
In collaboration with Indosat Ooredoo Hutchison (IOH), Groundhog Mobility Intelligence (Groundhog MI) delivers insights on the OTA market for the top three players in Indonesia: Traveloka, Agoda, And Booking.Com.
Introduction
Indonesia is a rapidly growing market in the travel industry, with a growing population and increasing disposable income, more people are willing to pursue traveling. As a result, many online travel agencies (OTAs) have entered the market to capture this opportunity. Now that the COVID-19 pandemic is under control and borders have opened up worldwide, Indonesia is expecting a new growth in the travel market. In collaboration with Indosat Ooredoo Hutchison (IOH), Groundhog Mobility Intelligence (Groundhog MI) delivers insights on the OTA market for the top three players in Indonesia: Traveloka, Agoda, And Booking.Com.
Indonesia OTA Market Share in Q1, 2023
The Indonesian OTA market has been dominated by Traveloka, Agoda, and Booking.com for the last several years. In analyzing the unique active users for the 1st quarter of 2023, Agoda had a 17.7% increase compared to Booking.com which only had a 5.6% increase. Traveloka’s market share, on the other hand, showed a drastic decrease of 21.8% within one quarter. This could point to a number of factors including the marketing efforts of each of these companies.
Traffic Trend of Indonesia OTA Market in Q1, 2023
According to Groundhog MI-DMP data, trends in the past quarter showed that all the OTAs reached a peak during the Christmas season and tapered off afterward. Compared to the others, Booking.com remained fairly consistent in the amount of users while Traveloka peaked and declined at various points in the last four months. One possibility for this is that Traveloka’s focus on the domestic travel market allows it to tailor its services more to the needs and preferences of Indonesian travelers.
Audience Demographic
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When it comes to the age distribution, we can figure out a more apparent difference. The millennials aged 25-34 are more fond of using Traveloka. This can be attributed to its strategy of focusing, focusing heavily on digital marketing, using social media platforms such as Instagram to target millennials and Gen Z travelers. Agoda and Booking.com’s audience in Indonesia is slightly older, with a larger percentage of users aged 35-54. They tend to have higher incomes compared to Traveloka’s users, with many falling under the upper-middle class income bracket.
Platform Overlap
It is also interesting to note that users will not utilize only one platform. Traveloka, Agoda, and Booking.com have been able to capture a relatively small overlap between their user bases. The fact that only around 5% of OTA users in Indonesia have used all three platforms in the past quarter may be surprising, which means only 18.5% of users are more likely to compare prices across different platforms before making a booking.
Comparison of Heavy Users vs Normal Users
Heavy users of all three platforms are even more younger. For Traveloka, aged 25-34 users are 4% higher than the normal user. In addition, aged 35-44 heavy users from Booking.com also have 1% higher than normal users, which shows a wider age range of heavy users, compared to the other platforms.
Top Interested Apps
Groundhog MI empowers brands to communicate with over 80 million audiences precisely and transparently by making enriched telecom data accessible and useful. Well-regarded for our comprehensive dataset across the digital world, we also provide traffic analysis for clients to stay ahead of competitors.
It’s not surprising that the three platforms’ users share quite similar interests in online behavior.
Category | Apps |
|---|---|
| Social Media | Instagram, Facebook, SnapChat, Facebook Messenger, Twitter, TikTok |
| Video and Entertainment | YouTube, Spotify |
| E-commerce | Shopee, Amazon, Lazada |
| Maps and Navigation | GoogleMap |
Specifically observing the applications in the top categories. We can imply that the users from the three platforms might have different preferences for social media and e-commerce apps. Traveloka users are more fond of using Shopee than others, while Agoda users seem more likely to use Tik Tok than others.
Conclusion
Overall, the market of OTAs is still shaping with these dominant players. By analyzing their audiences’ demographics, interests, and behavior patterns with DMP, these platforms can not only provide a personalized and seamless booking experience but be able to scale their business to a more precise target audience. As the online travel agency industry continues to grow in Indonesia, understanding the audience will be key to staying competitive and relevant in the market. To learn more about other verticals of the digital economy or simply just intend to reach our high-value audience, please don’t be hesitated to reach us via our official website and WhatsApp.
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[MI市場洞察] 印尼OTA巨頭競爭加劇：Traveloka、Agoda和Booking.com 誰將獲得最大的市場板塊？
從網路優化軟體領域服務跨足數位市場行動智慧，現觀科技協助跨境品牌了解印尼各領域市場，分享最新一期印尼線上旅遊平台市場概況！
概要
作為快速成長的新興市場，印尼一直是許多網上旅遊代理商（OTA）想抓住的機會。隨著COVID-19 疫情得到控制，全球的邊境也逐漸開放，預計印尼旅遊市場將迎來新的成長。現觀科技的行動智慧團隊(Groundhog Mobility Intelligence，簡稱MI) 與Indosat Ooredoo Hutchison (IOH) 合作，為印尼前三大 OTA 市場的領導者 Traveloka、Agoda 和 Booking.com 提供了洞察報告。
2023 印尼第一季OTA 市場分析
在過去幾年中，印尼 OTA 市場一直由 Traveloka、Agoda 和 Booking.com 三家公司主導。2023 年第一季度的活躍用戶數據指出：Agoda 的增長率為 17.7%，為同期最高；Booking.com 增長了 5.6%；Traveloka 的市場份額則在一個季度下降了 21.8%，落居第二，這可能與Traveloka的使用者傾向在假期期間國內旅遊，而年初是印尼國內旅遊的淡季有關。
2023 印尼第一季OTA流量趨勢分析
根據現觀科技 MI-DMP™ 數據，在過去的一個季度中所有 OTA 平台皆在聖誕節期間達到了流量的高峰，之後逐漸下降。與其他 OTA 相比，Booking.com 在用戶數量上相對穩定，而 Traveloka 則是較為起伏，出現了不同程度的高低峰。
受眾維度
現觀科技 MI-DMP™ 提供的獨家報表，供品牌主和代理商從多個維度分析，包括地理位置和人口統計數據，進而找到其目標受眾。
在年齡分布方面，我們可以看到更明顯的差異。年齡在25-34歲的千禧一代更喜歡使用Traveloka。Agoda和Booking.com在印尼的受眾略微年長，其以35-54歲的使用者比例較大。相較於Traveloka的使用者，他們的收入較高，許多人屬於中上收入階層。
平台重疊度
有趣的是，雖然使用者不會只使用一個平台，僅約5％的印尼OTA使用者曾在過去一季同時使用過Traveloka、Agoda和Booking.com中的所有平台，僅有18.5％的使用者傾向在預訂前後比較不同平台間的價格。
重度使用者 VS 一般使用者
三個平台的重度使用者年齡層皆較為年輕。Traveloka的25至34歲使用者比一般使用者高出4%。此外，Booking.com的重度使用者年齡層比其他平台擁有更廣的範圍，其中35至44歲重度使用者比一般使用者高出1%。
受眾最常用App分析
透過豐沛且多元的數據，現觀科技動智慧團隊(MI)讓品牌能夠準確透明地與印尼受眾溝通，以全面的數據集在印尼當地與跨境品牌中頗受好評。此外，我們另可提供流量、行為習慣分析，以下圖為例，可發現三個平台的使用者在網路上的行為有相似的興趣。
| 分類 | Apps |
|---|---|
| 社群媒體 | Instagram, Facebook, SnapChat, Facebook Messenger, Twitter, TikTok |
| 影片與娛樂 | YouTube, Spotify |
| 電商 | Shopee, Amazon, Lazada |
| 地圖與導航 | Google Maps |
特別觀察使用者在熱門類別中的常使用的應用程式，可發現這三個平台的使用者對社交媒體和電子商務應用程式可能有不同的偏好。Traveloka 的使用者更喜歡使用 Shopee，而 Agoda 的使用者似乎比其他平台更有可能使用 TikTok。
總結
印尼的線上旅遊市場仍不斷地形塑當中，由Traveloka、Agoda和Booking.com主導。通過使用MI-DMP分析其受眾的人口統計學、興趣和行為模式，這些平台不僅可以提供個性化和無縫的預訂體驗，還能夠將業務擴展到更精確的目標受眾。隨著印尼的線上旅行社行業不斷增長，了解受眾將成為保持市場競爭力和相關性的關鍵。如果您想了解更多關於數位經濟的其他領域，或者希望與高品質的印尼受眾互動，請隨時透過我們的官方網站與我們聯繫。
精準受眾，獲得更好的廣告成效