Traveloka's Secret Sauce: Mastery in One Market, Localisation Amid Expansion and Focus on Customer Service
By Yeoh Siew Hoon
Thursday, 30th May 2024

Why the South-east Asian OTA could serve as role model for Japan’s OTAs.

Twelve years on, and despite massive competition in the South-east Asian region it calls home, Traveloka remains a formidable force to be reckoned with, with a total of 130+ million downloads across the six markets it operates in and 40m monthly active users accessing its range of more than 2m accommodation in 100+ countries, 300+ airlines and 60,000+ travel activities in 100+ countries.

Caesar Indra: “What keeps us awake at night is really, how we can serve customers better, because travel is a very complex product.”

The key to its success – being king in its home market of Indonesia, deep localisation in the neighbouring markets it operates in, including Thailand, Malaysia, Vietnam, Singapore and the Philippines, and customer service.

Said president Caesar Indra, speaking at WiT Japan & North Asia earlier this month, “Customers love using our app because we provide very localized offerings and complete travel products, from transport, accommodation, bookings, cruises, tours and so on. And they know when they book from us, they will be served well.”

He said that Traveloka continuously invests in ensuring that its promise of localized offerings and exceptional customer service remains true for customers in every market they operate in. “That’s the area that we’ve been continuously investing in, making sure this promise stays true to our customers in every market.”

He added, “What keeps us awake at night is really, how we can serve customers better, because travel is a very complex product. We don’t stop at just selling the product to customer, but we want to make sure that our customers can travel peacefully and seamlessly.”

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