
Introduction: Standing Out in Indonesia’s Hotel Jungle
Running a hotel in Indonesia is a bit like running a food stall at a packed night market in Kuta—everyone’s hungry, but they’ve got a hundred options to choose from. Between the dreamy cliffside resorts in Uluwatu, laid-back surf lodges in Canggu, and lush jungle villas in Ubud, the competition’s as fierce as a Bali monsoon. If you want your place to stay packed year-round, you need more than a pretty pool and a free breakfast. You need a game plan—real, gritty, practical moves that cut through the noise and make travellers stop scrolling and start booking.
After years in the trenches of Indonesia’s tourism and hospitality scene—from beach huts in Gili to boutique escapes in Yogyakarta—I’ve picked up what works and what flops. This isn’t theory; it’s hands-on tactics for getting bums in beds and turning one-night guests into five-star reviewers. Whether you’re a newbie hotelier or a seasoned pro looking to level up, here are 10 battle-tested strategies for how to attract tourists to your business in Indonesia.
Key Takeaways
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Get laser-focused on your ideal guests—know who they are and what they want.
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Create a digital presence that demands attention (and bookings).
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Niche down and build a unique vibe no one else can replicate.
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Leverage wellness tourism trends, like those led by Emersion Wellness.
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Elevate guest experiences to drive reviews, referrals, and repeat visits.
1. Know Your Guests Like You Know Your Local Warung
To crack how to attract tourists to your business, you first need to know who you’re attracting—or who you want to attract. Are you catering to Aussie surfers in Kuta, Singaporean weekenders in Batam, or digital nomads looking for calm in Ubud?
Dig into the Data
Start by digging into your existing booking records. Where are your guests coming from? What room types are they booking? When do they usually travel? This kind of data is gold when you’re looking for ways to increase hotel revenue. I once worked with a boutique hotel in Lombok that discovered 70% of their guests were European couples aged 25 to 40. Armed with that insight, we created romantic getaway packages tailored to that market—think sunset dinners, couple’s spa treatments, and private villa upgrades. Within just three months, bookings jumped by 30%. Simple tweaks, big impact.
Ask Questions
Use quick exit surveys or follow-up emails to ask guests what they loved—and what they wished you’d had. A Ubud guesthouse added sunrise trekking tours after learning 60% of their guests were adventure seekers. Their mid-week occupancy rates soared.
Follow Travel Trends
Hashtags like #BaliRetreat or #IndonesiaTravel can be goldmines. Right now, wellness tourism and sustainability are two of Indonesia’s hottest travel themes. Understanding this helps shape your offers and marketing to match demand.
2. Find Your Niche—and Own It Like a Legend
Indonesia’s tourism market is packed tighter than a Jakarta scooter lane. If you try to appeal to everyone, you end up attracting no one. The key is to go niche.
Pick a Lane
Is your property perfect for eco-conscious travellers, underwater explorers, or party-happy Gen Z nomads? I worked with a Gili Trawangan hostel that leaned fully into the dive community. They partnered with dive schools and offered package deals, quickly becoming the #1 choice for divers.
Tap Wellness Tourism with Emersion Wellness
Emersion Wellness has cracked the code on wellness tourism. Their focus on integrated retreats—blending nutrition, movement, and mental wellness—draws travellers looking for more than just a place to sleep. Aligning with their model or partnering with them can be a smart way to enter this booming segment.
3. Craft a USP That Screams “Pick Me”
In a sea of beach resorts and jungle bungalows, your hotel needs a clear, bold reason for people to choose you. That’s your USP—your Unique Selling Proposition.
Define Your Edge
Have an unbeatable view of Mount Agung? Offer authentic cooking classes with a local grandma? Make this the hero of your website, socials, and signage. I consulted with a Seminyak hotel that had a rooftop bar with 180° ocean views—they turned that into a must-visit sunset destination and saw their occupancy increase during the shoulder season.
Design Unforgettable Experiences
From batik painting in Yogyakarta to night fishing in Labuan Bajo, offer guests a slice of culture that lingers long after checkout. A hotel in Candidasa added a “Spiritual Cleanse” experience with a local healer—it went viral on TikTok.
4. Rule the Online Jungle
If you’re not strong online, you might as well be invisible. Your website and socials are your storefront to the world, and they need to work hard.
Build a Killer Website
Fast-loading, mobile-friendly, and loaded with high-impact visuals. Use bold calls to action like “Book Your Escape” and update SEO regularly with keywords like Bali villa or family-friendly Ubud resort.
Work Your Social Media
Photos of floating breakfasts, yoga at sunrise, and cultural ceremonies pull eyeballs. Reel and TikTok content is especially effective. One Canggu hotel saw a 40% increase in direct bookings after posting a timelapse of their sunset yoga sessions.
Crush SEO
Start blogging about nearby attractions, hidden gems, and local events. Use long-tail keywords like “best eco stays in Indonesia” or “where to surf in Lombok.” Content like this builds authority and drives organic traffic.
5. Use OTAs Without Losing Your Shirt
Online travel agencies (OTAs) like Agoda and Booking.com are essential tools for exposure, but their fees can be steep.
Optimise Your Listings
Make sure your OTA profile has high-res images, updated amenities, and clear room descriptions. A Jakarta business hotel updated their photos and highlighted free high-speed Wi-Fi—and bookings from professionals surged.
Encourage Direct Bookings
Offer incentives like complimentary massages, airport transfers, or free upgrades for those who book directly on your website. One Bali boutique hotel reduced OTA commissions by 15% by doing just this.
6. Level Up with Smart Revenue Strategies
Filling rooms is just the start. Maximising your revenue per guest is the name of the game.
Bundle It Up
Create themed packages—surf & stay, family explorer, honeymoon bliss—that add value and boost spend per booking. Hotels in off-season Bali have done well with “Rainy Season Retreats” offering indoor spa experiences.
Upsell Creatively
Offer room upgrades, romantic dinners, or cultural tours during booking and check-in. A hotel in Gili Air saw 30% of guests upgrade after being offered a “Sunset Suite” with cocktails included.
Use Dynamic Pricing
Use smart pricing tools to adjust rates based on demand, events, and seasons. Charge premium rates during Nyepi or Bali Spirit Festival, and offer deals in shoulder periods.
7. Build a Reputation That Sells
Reviews matter more than you think. In fact, 95% of travellers read reviews before booking, according to TripAdvisor.
Monitor and Respond
Reply to reviews on Google, Booking.com, and TripAdvisor within 24 hours. Thank guests for good feedback and resolve issues professionally for negative ones—it shows you care.
Ask at Checkout
Use QR codes at reception or post-stay emails to encourage reviews. A small incentive, like a discount on a future stay, goes a long way.
Work with Influencers
Bring in travel influencers or vloggers with an aligned audience. One Uluwatu resort hosted a fitness influencer with 200k followers—one post resulted in 80 new bookings within a week.
8. Create Experiences That Go Viral
Want word-of-mouth to work overtime? Give guests stories worth sharing.
Be Thoughtful
From remembering guests’ names to surprising honeymooners with cake and flowers, small gestures lead to big loyalty.
Offer Cultural Activities
From Balinese cooking classes to Sasak village tours in Lombok, these extras differentiate your stay and add emotional value.
Host Events
Weekly beach bonfires, gamelan music nights, or Sunday yoga sessions not only entertain guests but also draw a local crowd, building community buzz.
9. Surf the Wellness Wave with Emersion Wellness
Indonesia is a natural fit for wellness tourism—and Emersion Wellness is leading the charge with transformative programs that combine fitness, nutrition, and relaxation.
Create Holistic Retreats
Think beyond yoga. Offer full packages with mindful movement, spa treatments, healthy local cuisine, and workshops on stress management or sustainable living.
Promote a Calm Environment
Design your space for peace—think zen gardens, open-air lounges, soft lighting, and tranquil music.
Target the Right Crowd
Wellness travellers tend to book longer stays and spend more on experiences. Use Instagram and targeted email campaigns to reach them with curated packages.
10. Use Data to Make Smart Decisions
Your data is your best friend when learning how to attract tourists to your business.
Track What Works
Use tools like Google Analytics, Facebook Insights, and your PMS to understand guest behaviour and channel performance.
Spot Trends
Notice seasonal spikes, popular room types, or common guest requests. Adapt your packages and pricing accordingly.
Personalise Offers
Send targeted promotions based on guest preferences—like surf lesson deals for past surfers or spa upgrades for wellness travellers.
Final Thoughts: Put Your Plan into Play
Attracting tourists to your hotel in Indonesia isn’t about luck—it’s about strategy, consistency, and heart. From finding your niche and building a killer brand to leaning into wellness trends with partners like Emersion Wellness, you’ve now got 10 real-world strategies that actually work.
Now it’s time to put them into action. Because in Indonesia’s buzzing hotel scene, the ones who hustle hardest—and smartest—are the ones who stay booked.