Indonesia continues to shine as one of Southeast Asia’s most dynamic travel destinations—welcoming over 11 million international visitors in 2023 and employing more than 12.5 million people in its tourism sector. With a strong domestic market and growing appeal among regional and global travelers, the country is well-positioned for continued momentum.
But for this growth to be inclusive and sustainable, smaller, independently managed hotels must be empowered to connect with new partners and access broader markets. And that starts with smarter B2B distribution infrastructure.
From cliffside villas in Bali to business hotels in Surabaya and homestays in Labuan Bajo, Indonesia offers travelers an incredibly diverse accommodation landscape. This richness adds value to the country’s tourism offering by delivering more personalized, locally grounded experiences.
However, many of these properties operate with limited digital infrastructure. Some rely on manual rate loading; others manage bookings through email. These methods—still common—can slow down the process of connecting with B2B buyers like OTAs, wholesalers, and corporate agencies. In today’s fast-moving distribution environment, that’s a challenge.
As demand partners seek more streamlined sourcing, hotels that are easily discoverable, contractable, and capable of sharing real-time rates and availability are increasingly valued. To support this shift, what’s needed is not disruption, but enhancement—a layer of distribution infrastructure that allows for:
Platforms like B-Marketplace bridge the gap between hotels and travel buyers with seamless, real-time connectivity and flexible contracting tools that accommodate Indonesia’s diverse accommodation sector.
Indonesia’s tourism development plans place a strong focus on inclusion and regional balance. Bakuun aligns with this vision by offering infrastructure that works for a wide range of accommodation providers—from boutique properties in emerging destinations to well-established hotels in Jakarta or Denpasar.
With B-Marketplace, the aim is not to disrupt, but to enable:
This creates more room for innovation, and ultimately, a more resilient and responsive travel industry.
As Indonesia’s tourism sector continues to grow, enhancing B2B hotel distribution can help ensure that more stakeholders benefit from this progress. Infrastructure like
B-Marketplace makes it easier for hotels and travel buyers to collaborate—efficiently, transparently, and with flexibility to accommodate local needs.
By focusing on practical solutions and supporting the existing strengths of Indonesia’s hospitality sector, this approach contributes to a more connected, competitive, and inclusive tourism ecosystem—ready to meet the opportunities ahead.
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