2023 Year-End Holiday Insights:

Indonesian Consumer Behavior, Spending

Patterns, and Projections for 2024
 Survey Respondents This survey was distributed to 960 respondents based on
the Telco Big Data profile spread across Indonesia with
specific interests as a Traveler and Shopper.

Gender:
Background: Private Employee
Male 53% Students
Entrepreneurship
Government Employee
Female 47% Freelancer
Housewife
Age: Not working
Others

Income per month:

Survey Period: December 13 - December 18, 2023

N = 728 | 2023 Year-End Holiday Insights: Indonesian Consumer Behavior, Page 2

Spending Patterns, and Projections for 2024
2023 Year-End Holiday
Preferences
7 of 10 respondents stated they already have
a holiday plan for the end of 2023.
76% Have a holiday plan >>> 24% Have no holiday plans

Most respondents with holiday plans Meanwhile, the average budget they prepare
will take them with their families. is between IDR 1,000,000 - IDR 6,000,000.

70% Family

15% Couple

10% Friends

5% Solo vacation

2% Siblings and relatives

N = 728 | 2023 Year-End Holiday Insights: Indonesian Consumer Behavior, Spending Patterns, and Projections for 2024 Page 4
Domestic destinations are still the most
preferred for 93% of respondents.
93% domestic destinations >>> 7% overseas destinations

N = 728

Meanwhile, for respondents who holiday Bandung, Yogyakarta, and Bali are the top 3
overseas, Singapore is the top choice. domestic destinations for vacationing.
N = 50 N = 678

Singapore 32% Malaysia 18% Japan 10% Bandung 24% Yogyakarta 22% Bali 17%

Thailand 8% Korea 8% Hong Kong 6% Malang 11% Lombok 2% Kepulauan

Seribu 2%

Others 18% Others 22%

2023 Year-End Holiday Insights: Indonesian Consumer Behavior, Spending Patterns, and Projections for 2024 Page 5
Enjoying the beauty of nature, For holiday inspiration, most
culinary tours, and family respondents are influenced
gatherings are the top 3 by Instagram.
year-end holiday activities. Platforms that inspire holiday activities:

Activity preferences during holiday:

Instagram 41%
Enjoying the Local culinary
27% beauty of nature 21% tour
Friends/relatives
27%
recommendation
Gathering with
18% 13% Staycation
family

TikTok 27%
Enjoying the beauty
7% of the city
7% Shopping

X 1%
6% Visiting theme
parks 1% Others …
Others 4%

N = 728 | 2023 Year-End Holiday Insights: Indonesian Consumer Behavior, Spending Patterns, Page 6
and Projections for 2024
Transportation and Accommodation
Preferences for 2023
Year-End Holiday
52% Respondents prefer to use private
vehicles over public transportation.
Transportation preferences for the year-end holidays:

Private vehicle 52% Airplane 22% Train 19%

Bus 4% Car Rental 2% Others 1%

N = 728 | 2023 Year-End Holiday Insights: Indonesian Consumer Behavior, Spending Patterns, and Projections for 2024 Page 8
Besides to use private vehicles, 48% respondents
prefer to use public transportation.
For respondents who use airplane, Garuda Indonesia was the top choice.

28%

19%
15%
13%
10%
7% 8%

Others

N = 165 | 2023 Year-End Holiday Insights: Indonesian Consumer Behavior, Spending Patterns, and Projections for 2024 Page 9
 Traveloka is the top choice of ticketing platform.
Most respondents purchase transportation tickets through Traveloka.
N = 334

Offline travel Online travel

agents agents Others

46% 28% 4% 4% 3% 1% 1% 13%

Likewise, with the purchase of entrance Traveloka 43%

tickets to tourist destinations, Traveloka
is the top choice. Tourism related websites 23%
N = 728
Tiket.com 20%

Agoda 4%

Others 10%

2023 Year-End Holiday Insights: Indonesian Consumer Behavior, Spending Patterns, and Projections for 2024 Page 10
In addition, Traveloka also leads for the platform
preference of purchasing hotel or villa tickets.
Price, Rating, and Facilities are the 3 most considered
Preference for purchasing hotel or villa tickets. aspects in choosing a hotel or villa for a staycation.

48%

29%

23%
20%

19% 15%

13% 10%

7% 6%
5% 3%
1% 1% 1%

Traveloka Tiket.com Agoda Related Airbnb Booking.com Trip.com Others Price Rating Facility Review Access Service Others
hotel per
websites night

N = 728 | 2023 Year-End Holiday Insights: Indonesian Consumer Behavior, Page 11

Spending Patterns, and Projections for 2024
 Besides ticketing apps, 68% of respondents have
purchased tickets on other platforms.

Tokopedia and Shopee lead as Easier and simpler are the top factors Train tickets are the most purchased
respondents' preferred non-ticketing for respondents to choose the app. ticket types on non-ticketing apps.
apps for purchasing tickets. Followed by Promos. Followed by tourist destination tickets
and hotel tickets.

37% Train
29%
44% 41%
Tourist destinations
27% 20%
Hotel
20%
20% Easier and simpler Promo
Airplane
18%

7% Concert
7%
13% 2% Bus
Others 9% 5%
Others
1%
Price offered Others

N = 728 | 2023 Year-End Holiday Insights: Indonesian Consumer Behavior, Spending Patterns, and Projections for 2024 Page 12
5 of 10 respondents needed more culinary information and
recommendations when visiting tourist destinations.
Culinary information and recommendations If using tour packages, Bundling packages that include
are the most needed by respondents while travel tickets and hotels are the most attractive for
on holiday, compared to others. respondents.

51% Culinary information 35% Bundling package

and recommendations (travel ticket and hotel)

26% Tour packages 26% Tour and activities package

(accommodation to tourist sites
and equipment, ex. Snorkeling,
15% Local tour guide Mountain Climbing, etc.)

15% Tour package (accommodation

5% Tour driver
and entrance ticket)

3% Others
18% One day tour package

1% Others

N = 728 | 2023 Year-End Holiday Insights: Indonesian Consumer Behavior, Page 13

Spending Patterns, and Projections for 2024
Shopping Preferences for 2023
Year-End Holiday
Besides for holiday, End-year moment is also
used for shopping.
47% of respondents prepare a budget for Fashion items such as clothes, pants, shoes, bags, etc.,
year-end shopping between IDR 500,000 are the most favorite products to purchase at the
to IDR 2,000,000 year-end moment.

Fashion
< IDR 500,000 14% (clothes, pants, shoes, bags, etc.)
42%

Beauty products
IDR 500,001 - IDR 1,000,000 26% (skin care, make up, perfume, etc.)
17%

IDR 1,000,001 - IDR 2,000,000 21% Electronic devices

(smartphones, tabs, laptops, etc.)
16%
IDR 2,000,001 - IDR 3,000,000 15%
Household appliances 11%
IDR 3,000,001 - IDR 4,000,000 7%
Sports equipment
(sportswear, bicycles, etc.)
7%
IDR 4,000,001 - IDR 5,000,000 8%
Room accessories
> IDR 5,000,000 (bed lamp, wall clock, etc.)
5%
9%

Others 2%

N = 960 | 2023 Year-End Holiday Insights: Indonesian Consumer Behavior, Spending Patterns, and Projections for 2024 Page 15
Most respondents prefer to do their year-end
shopping through online stores.
65% Online Store >>> 35% Offline Store

N = 960

6 of 10 respondents prefer Shopee for Promos and discounts are the most considered factors
online shopping. for respondents in choosing an online store platform.

34%

63% 28%

17% 17% 16%

4% 2% 14%

1% Others 2% 1%

Promos and Has a A lot of Ease of Trusted Others

discounts user-friendly products payment platform
interface selection method

N = 629 | 2023 Year-End Holiday Insights: Indonesian Consumer Behavior, Spending Patterns, and Projections for 2024 Page 16
For respondents who prefer shopping at offline stores,
can try and see the products directly is the main reason.
Factors that influence respondents to
shop at offline stores:

Can try and see products

directly
44%

Get more complete product

information
15%

Get attractive promos 13%

Feel safe when transacting 13%

A lot of products selection 9%

Ease of payment method 6%

Others 1%

N = 331| 2023 Year-End Holiday Insights: Indonesian Consumer Behavior, Spending Patterns, and Projections for 2024 Page 17
 Direct discounts are the Instagram is the most
most attractive form of effective platform for
promo for respondents. informing the promotion.
Attractive form of promo: Platforms that provide information to
respondents about product promos:

29%
Online store
Direct discounts Instagram 53% 27%
platform
Discount in percentage form
36%
14% Cashback
TikTok 18% X 7%
Flash Sale

Buy 1 Get
Facebook 3% YouTube 2%
Building package

…
11% Others
8% Others 2%

1%
1%

N = 960 | 2023 Year-End Holiday Insights: Indonesian Consumer Behavior, Page 18

Spending Patterns, and Projections for 2024
2023 Reflection and 2024 Expectation
In this end-year report, we find out how
satisfied respondents are with their lives
during 2023.
As a result, most respondents were satisfied with their lives in
2023.

1% Very dissatisfied

3% Not satisfied

23% Neutral

47% Satisfied

26% Very satisfied

N = 960| 2023 Year-End Holiday Insights: Indonesian Consumer Behavior, Spending Patterns, and Projections for 2024 Page 20
Meanwhile, their expectations for
2024 are very high.
6 of 10 respondents stated that they were very optimistic about 2024.

Very optimistic

Optimistic

Neutral
6%
Pessimistic 1%
Very pessimistic 0%

31%

62%

N = 960| 2023 Year-End Holiday Insights: Indonesian Consumer Behavior, Page 21

Spending Patterns, and Projections for 2024
Personal growth is the aspect that
most respondents would like to
improve in 2024.
Personal growth is the top aspect that respondents most
want to improve. Followed by self-development.

30%

14%

8% 8% 7% 7%
6% 5%
2% 2%

Personal Self- Career and job Health and Quality of life Family and General Financial Educational/ Others
growth development advancement wealth improvement personal expectations well-being academic
happiness advancement

N = 960| 2023 Year-End Holiday Insights: Indonesian Consumer Behavior, Spending Patterns, and Projections for 2024

For this open-ended question part, we leveraged the advanced capabilities of tSurvey.AI's Natural Language Processing (NLP) Page 22
for precise classification and analysis of open-ended responses in our survey, enhancing the depth and accuracy of the report.
When viewed by generation, this is
the respondent's expectation in 2024.
General expectations Family and personal happiness Career and job advancement Personal growth Health and wealth

10% 6% 11% 36% 4%

3% 7% 7% 44% 9%
4% 4% 4% 40% 12%

Financial well-being Academic advancement Self-development Quality of life improvement Others

1% 5% 16% 6% 6%
4% 1% 13% 6% 5%
1% 1% 14% 9% 12%

● Based on this insight, Gen Z tends to focus on looking for career, job advancement, and GEN - Z
academic growth compared to Gen X and Y.
GEN - Y
● Meanwhile, personal growth is dominated by Gen Y. In addition, Gen X tends to improve their GEN - X
health, wealth, and quality of life in 2024.

N = 960| 2023 Year-End Holiday Insights: Indonesian Consumer Behavior, Page 23

Spending Patterns, and Projections for 2024
Discover More Valuable Insights with tSurvey!
This study was conducted by tSurvey by utilizing telco big data technology in collecting
respondents to accurately target their profiles as needed.

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