Kong Research · Edition 2026
Of 456 Indonesian tour and activity operators, 37 let customers book directly on their website, 8.1%. Sampled across 8 destinations.
The finding
Among Indonesian operators with a website but no checkout, 64.1% take bookings through WhatsApp, the highest rate in the region by twenty points. Indonesia has not skipped booking technology; it just adopted a different one.
Bali, the most visited destination in the sample, is only 6.2% bookable. Labuan Bajo, a fraction of its size, manages 16.1%, and Nusa Penida 15.0%. The Komodo liveaboard trade sells online; the Bali day-tour trade does not.
Cooking classes, batik and other cultural workshops make up 16.9% of the Indonesian market, and only 2.6% of them are bookable, the lowest category figure anywhere in this study.
Destinations
| Destination | Operators | Bookable | Bookable % | No web presence % |
|---|---|---|---|---|
| Bali | 97 | 6 | 6.2% | 7.2% |
| Lombok | 96 | 6 | 6.2% | 24.0% |
| Labuan Bajo | 93 | 15 | 16.1% highest | 16.1% |
| Yogyakarta | 44 | 1 | 2.3% | 43.2% |
| Nusa Penida | 40 | 6 | 15.0% | 20.0% |
| Jakarta | 39 | 1 | 2.6% | 30.8% |
| Malang/Bromo | 38 | 2 | 5.3% | 39.5% |
| Gili Islands | 9 | 0 | 0.0% lowest | 55.6% |
Categories
| Category | Operators | Share of market | Bookable | Bookable % |
|---|---|---|---|---|
| Boat tours & cruises | 118 | 25.9% | 15 | 12.7% |
| Diving & snorkelling | 81 | 17.8% | 10 | 12.3% |
| Outdoor & nature | 75 | 16.4% | 6 | 8.0% |
| Attractions & sightseeing | 63 | 13.8% | 3 | 4.8% |
| Food, culture & workshops | 77 | 16.9% | 2 | 2.6% |
| Watersports & adrenaline | 42 | 9.2% | 1 | 2.4% |
Systems
4 of 37 bookable operators run a dedicated booking platform; the rest use general cart or payment software.
| System | Operators |
|---|---|
| WooCommerce | 33 |
| Bokun | 2 |
| Checkfront | 1 |
| GetYourGuide | 1 |
Payment
6 of 37 bookable operators accept a local payment method (QRIS or GoPay). The rest are card-only.
Questions
8.1%: 37 of 456 classified Indonesian tour and activity operators let customers book directly on their website. A further 274 have a website that cannot take a booking, 41 have only a social media profile, and 104 have no web presence at all.
WooCommerce on 33, Bokun on 2, Checkfront on 1, GetYourGuide on 1. Dedicated booking platforms reach 4 operators, 0.9% of the Indonesian sample. Most bookable operators use general shopping-cart software rather than proper reservation software.
6 of 37 bookable Indonesian operators accept a local payment method such as QRIS or GoPay. The remainder are card-only, which in practice means selling to international travellers rather than domestic ones.
104 of 456, or 22.8%. Online presence (a website or a social profile) reaches 77.2% of Indonesian operators.
Mostly by message. Of Indonesian operators with a working website but no online checkout, 64.1% list WhatsApp as their booking channel. Across the country 165 operators use WhatsApp as their only route to a booking.
Continue
Up to the full report: The State of Tour Operator Bookability in Southeast Asia · Next: Philippines · Singapore
Percentages are of classified operators. 26 Indonesian operators were excluded as unresolved (site blocked or misconfigured, not dead).
"Bookable" means a date-selection widget alongside a booking platform, payment gateway or cart on the operator's own site. It measures capability, not usage.
Data CC BY 4.0. Kong sells booking software to tour operators; see the hub for the full disclosure. · bookwithkong.com