The post Companies staying flexible and true to Indonesia’s identity will thrive – Horwath HTL’s Matt Gebbie appeared first on TD (Travel Daily Media) Travel Daily Media.
He believes the standout leaders will be those who balance authenticity with strong service standards.
Indonesia’s tourism and hospitality sector is undergoing a significant transformation, with companies challenged to innovate, prioritise sustainability, and deliver authentic experiences that connect with travellers in a competitive market.
Offering valuable insights is Matt Gebbie, Director at Howarth HTL in Jakarta, Indonesia. He has extensive experience in hospitality consulting across the Asia-Pacific region, including Indonesia, China, Thailand, Vietnam, Malaysia, the Philippines, the Maldives, South Korea, and Singapore.
He has led market and financial feasibility studies for hotels, resorts, serviced apartments, and golf courses, whilst also advising hotel owners on management company selection, valuations, and operational reviews. Matt is also a recognised thought leader in the industry, having spoken at numerous tourism and hotel investment conferences and published articles on hospitality topics.
As a judge at the TDM Travel Trade Excellence Awards 2025 – Indonesia, Matt shared his views on what sets Indonesia apart as a travel destination and how companies can adapt in this competitive landscape.
From your perspective as someone who works extensively across Asia, what strengths set Indonesia apart as a tourism destination?
What really makes Indonesia stand out is the variety—you’ve got everything from Bali’s beaches and temples, to dramatic volcanoes, to islands that still feel completely untouched. It’s not just the landscapes, though. The culture and traditions are so rich and diverse, every island feels like its own unique destination. That’s why travellers keep coming back—they always find something new. And of course, the warmth and hospitality of the people are a huge part of the appeal.
How are changing traveller expectations influencing hotel and resort development in Indonesia?
Travellers today want more than just a nice room—they’re looking for experiences that feel local, sustainable, and personal. Hotels are incorporating cultural touches, wellness spaces, and smart technology that make life easier for guests. People also expect flexibility—places that can be social but private when you want them to be. Food, design, and activities are all shifting to show off what’s unique about Indonesia. It’s definitely pushing developers to be more creative than before.
In what ways can Indonesian operators leverage market trends to create innovative offerings and attract investment?
There’s a big opportunity in sustainability and wellness—investors love it, and travellers demand it. Indonesian operators can shine by protecting the environment, involving local communities, and still delivering a great experience. The domestic market is another strength—it’s grown so much and adds stability when international travel slows. Working with international brands can help with reach, but keeping that Indonesian identity is what makes it authentic. Mixed-use projects that blend hospitality, lifestyle, and residential elements are also proving attractive.
In your view, what strategies can help local travel companies strengthen their position against regional and international competition?
Local companies know Indonesia better than anyone—that’s their edge. By curating genuinely local experiences that can’t be found elsewhere, they can create a strong point of difference. At the same time, tech is critical—digital marketing, booking platforms, and data all help to level the playing field. Partnerships with airlines and global networks boost reach, too. In the end, the winners will be those who balance authenticity with strong service standards.
As the industry grows, what trends should travel companies in Indonesia prioritise to remain resilient?
Sustainability has to be front and centre—it’s about protecting the very things people come here to see. Digital transformation is another must, making sure companies can connect with customers wherever they are. The domestic traveller base has become really important, and tailoring products for them is a smart move. Wellness and regenerative travel are also becoming key as travellers look for trips that are good for them and the destination. If companies stay flexible and true to Indonesia’s identity, they’ll remain strong.
As a judge for the TDM Travel Trade Excellence Awards 2025 – Indonesia, what key criteria will you prioritise when evaluating the nominees?
I’ll be looking for companies that aren’t just doing business as usual, but really pushing the industry forward. Innovation and creativity matter, but so does impact—whether that’s for guests, communities, or the environment. Adapting to traveller expectations, especially personalisation and technology, will be important too. Strong ethics and a long-term view count as much as commercial success. The standouts will be the ones that show they can grow sustainably whilst also contributing to Indonesia’s wider tourism story.
The post Companies staying flexible and true to Indonesia’s identity will thrive – Horwath HTL’s Matt Gebbie appeared first on Travel Daily Media.
