Expedia: Doing Business in Indonesia


Expedia’s expansion to East Asia might be one of the most important cornerstones of the company’s development in the last decade. Since Indonesia is going to be the first market in that region that the web-based service provider is going to tap into, it is imperative that the marketing team carefully examines its threats and opportunities. This essay will summarize the multinational marketing plan and market trends to be considered.

Multinational Marketing Plan

Expedia’s multinational marketing plan should serve three objectives and undertake the following measures:

Goal: Building a strong presence and raising awareness of the company’s services.


  • Omnichannel marketing that has been found the most effective strategy when dealing with Millennials who constitute the majority of the core customer base (Hendriyani & Chan, 2018);
  • Online marketing in combination with traditional media such as newspapers, TV, and posters in public places;
  • Friend invite promotion for building a customer network;
  • Website translation into the most widely spoken languages of Indonesia, Bahasa, Malay, Javanese, Sundanese, and Madurese, to enhance user experience (Fettling, 2018).

Goal: Establishing the value of the service and making it attractive to customers.


  • Developing an effective pricing strategy: giving customers discounts based on the number of trips they are taking;
  • Applying responsive design and ensuring the service’s compatibility with different operating systems;
  • Capitalizing on convenience and versatility.

Goal: Differentiating the service to stand out among the plethora of local Indonesian travel agencies.


  • Promoting travel aggregator as a tool for finding customized solutions;
  • Showing customers that they no longer have to book flights and search for accommodation using different services.

The Opportunities of the Indonesian Market

The Indonesian economy relies heavily on the tourism sector, and in recent years, the industry has been thriving. In 2018 alone, the East Asian country has welcomed more than 14 million tourists from all over the world (Guild, 2018). Indonesians are also passionate travelers eager to explore neighboring countries and territories such as Thailand, Malaysia, Singapore, and Hong Kong as well as remote destinations. Statistics have shown that as Indonesians’ purchasing power is on the rise and more citizens than ever enter the middle class, each year, the government more than 3 million applications for a foreign passport (HKTDC Research, 2018). A web-based travel aggregator can take advantage of the booming industry and offer both international and local travelers an alternative to traditional agencies. However, multinational businesses should be aware of cultural differences and certain conservatism that permeates Indonesian society.

Trends and Events That Impact the Indonesian Market

Indonesia is not an outsider in the world that becomes as globalized and interconnected as ever. Despite their attachment to thousand-year-old traditions, Indonesians are more open to travel and exploration and even relocation for work and study. As of now, the population of the global Indonesian diaspora amounts to eight million (Indonesia Investments, 2018). A travel aggregator can make the lives of traveling and migrating Indonesian natives much more comfortable by offering comprehensive tools. The country’s government is also aware of the global processes and tries to be part of it. The authorities have made the country more attractive to foreign businesses by relaxing some of the restrictions on international investment. For instance, ecotourism has become one of the liberalized industries, which Expedia might want to look into.


Indonesia is the most populous East Asian country whose citizens are growing economically empowered and open to the idea of making traveling abroad part of their everyday lives. At the same time, the rigid business environment and strong traditions might discourage foreign businesses from entering and stifle their initiatives. A comprehensive marketing plan should aim at differentiating Expedia’s products from what local companies have to offer and creating value by providing customized solutions and favorable prices.


Fettling, D. (2018). Why no-one speaks Indonesia’s language. BBC. Web.

Guild, J. (2018). Indonesia’s booming tourism industry. The Diplomat. Web.

Hendriyani, C., & Chan, A. (2018). Understanding the new Millennial customer path in the era of omni-channel marketing in Indonesia. Review of Integrative Business and Economics Research, 7, 359-367.

HKTDC Research. (2019). Indonesia: Market profile. Web.

Indonesia Investments. (2018). Tourism industry: Where do Indonesians go for their holiday? Web.

Find out your order's cost