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HOTEL and restaurant businesses are preparing a number of strategies to maintain business performance in 2026, amidst conditions where people’s purchasing power is still constrained.
According to the General Chairman of the Indonesian Hotel and Restaurant Association (PHRI), Hariyadi Sukamdani, PHRI saw that the trend in people’s purchasing power at the beginning of this year had not fully recovered to the pre-pandemic period.
“To deal with these conditions, business actors in this sector are trying to optimize marketing strategies. One of them is realized through cross-industry promotional collaboration, especially ahead of the momentum of Ramadan and Eid,” he said.
He continued, PHRI also encourages joint promotions with airlines and ticket sales platforms to expand the reach of the tourist market.
“It was a coincidence that yesterday we invited the AirAsia or AirAsia Move application, which sells tickets from more than 50 airlines, and we put our inventory there,” said Hariyadi, at the PHRI I 2026 National Working Meeting Press Conference, on Tuesday (02/10)., 2026.
He explained, apart from promotions, PHRI also strengthens business matching activities through tabletop activities in various regions to encourage direct transactions between industry players. From a market perspective, business actors also see the potential of domestic tourists, including the study tour segment, although they still face challenges in the form of policies restricting tourist movements in several areas.
“On the other hand, the decline in the government market and competition with illegal accommodation are the main challenges for the industry this year.Facing these conditions, PHRI is also encouraging the control of accommodation that has not met licensing requirements, one of which is by collaborating with the Ministry of Tourism to encourage illegal accommodation to meet the requirements,” he affirmed.
Apart from that, Hariyadi continued, the hotel and restaurant industry also highlighted the importance of supporting government policies in terms of accessibility. In this way, it is hoped that it will be able to boost the competitiveness of the local tourism industry on the global stage.
“So, we absolutely need convenience and affordable costs for the movement of tourists from one place to another. So, easy accessibility and affordable prices, ticket prices,” he concluded. [kontan.co.id/photo traveltext]
