In its bid to become a travel and lifestyle platform – it does not like the term 'superapp', I was told by Traveloka executives – the Indonesian-based OTA has launched Traveloka Xperience for consumers to discover travel and lifestyle activities.

Christian Suwarna, senior vice president, business development for Traveloka, and CEO of Traveloka Experience Headquarter, said the new brand was created so that it could widen its offerings to include products beyond the usual attractions and activities.

Available in Indonesia, Malaysia, Singapore, Thailand, Vietnam, Philippines, and Australia, Traveloka Xperience covers 12 categories including attractions; movies; events; entertainment; tours; beauty & spa; sports; playgrounds; transport, food & drink, classes & workshops, as well as travel essentials. There are currently nearly 15,000 inventories present in more than 60 countries.

Vasistha Chowdhary, trade & partnership marketing, at Traveloka (left) and Christian Suwarna: Traveloka Xperience created to widen offerings to include products

Asked if this could over-complicate the Traveloka user experience especially when delivered through mobile, Suwarna said, “This is why we are working on recommendations. This is a key ingredient – to understand secondary emotional needs, like what type of traveller are you? If you travel to Singapore Monday to Wednesday, you’re likely a business traveller. If travelling with four people, you’re likely a family.

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