Indonesian Travelers Crowned the Most Eco-Conscious Globally, According to New SiteMinder Report

SiteMinder, the world’s leading hotel distribution and revenue platform, has released SiteMinder’s Changing Traveller Report 2025, the largest survey globally on accommodation, revealing that Indonesian travelers are the most willing globally to pay more for an environmentally-friendly hotel stay. Ninety-five percent of Indonesian travelers are willing to pay extra for eco-friendly accommodations next year, rising to 97% among Gen Zers and Millennials—above the Asian average of 85%, the European average of 60%, and the North American average of 55%.

The report, based on the survey of over 12,000 respondents across 14 major tourism markets, including Indonesia, shows how these plans are shaping the rise of the 'everything traveler'—a new, multifaceted guest blending trending and traditional behaviors as travel dynamics shift.

SiteMinder’s data reveals that 36% of Indonesian travelers are prepared to pay up to 10% more for eco-friendly accommodations in 2025, with 35% willing to pay up to 25% more, 18% up to 50% more, and 7% over 50%. This commitment is further reflected in the broader intentions of Indonesian travelers, with nearly all (96%) planning to maintain or increase their accommodation budgets next year, including 75% of Gen Zers and 66% of Millennials, who expect to spend more.

International and domestic travel plans for 2025

SiteMinder’s data shows that 79% of Indonesian travelers plan to go abroad in 2025, rising to 88% among Millennials, fourth only to those from Singapore (93%), China (85%) and Thailand (83%). Domestically, their top destinations will be Java (72%), Kalimantan (24%), Sumatra (22%), Sulawesi (19%), and the Lesser Sunda Islands (17%), while internationally, they favor Japan (33%), Singapore (20%), South Korea (19%), Australia (16%) and Malaysia (15%). Fifty-nine percent intend to travel with immediate or extended family, increasing to 64% among Baby Boomers, positioning Indonesians as the most family-centric travelers among all nationalities SiteMinder surveyed.

Additional insights relating to the Indonesian traveler include that:

• In 2025, they will be the most likely to research (25%) and book (62%) their stays through an online travel agency (OTA), surpassing China (56%), which led OTA bookings last year. The sharpest increase in OTA usage is being seen among Indonesia’s Gen X population (ages 44–59), with 53% planning to book stays via an OTA, up from 41%.

• Ninety-eight percent are open to using AI to plan, book, and enhance their hotel experiences, second to only the Thai traveller (98%). This finding highlights the stark contrast in AI openness among countries within Asia and the likes of Canada and Australia (62% each), as well as Germany, France, and the UK (63% each).

• Only 1-in-3 Indonesian travelers will choose a Standard (basic quality) Room next year, well below the global average of 46%. Inside their rooms, 24% identify the mini bar as one of the most important room features, surpassing all travellers surveyed. They also exhibit the strongest preference for power socket accessibility.

• During their stay, travellers from Indonesia will be the second most likely to work, with 66% planning to do so—an increase of 13% year-on-year, the largest rise worldwide. Only Thai travellers (68%) are more likely to work remotely, significantly surpassing the global average (41%) as well as the North American (34%) and European (31%) averages.

• As more travelers plan to work during their next trip, 78% intend to spend “most” (44%) or a “considerable” (34%) portion of their time on site, at their hotel—well above the global average of 51% and second only to travelers from India (80%).

• Finally, events will be a major motivation for travel in 2025 for Indonesian guests. Ninety-three percent are more likely to travel for an event compared to 12 months ago, with concerts and music festivals (46%), family reunions and celebrations (41%), and sporting events (32%) being the main reasons for travel.

Rio Ricaro, Country Manager for Indonesia at SiteMinder, says, “For hoteliers, addressing these evolving preferences requires more than simply adapting to trends; it calls for a true understanding of the changing behaviors seen in the rise of the ‘everything traveler’, who pivots between impulsive and considered decisions, work and play, and has a clear demand for control. One of the key highlights is that Indonesian travelers are increasingly choosing eco-friendly accommodations and planning larger budgets, reflecting a shift toward more conscious and exploratory travel. Data-driven insights, like the ones provided by this research, are becoming more important for hoteliers as traveler habits change over time. This allows them to anticipate guests' needs while offering them the stay they are always in search of.”