Have money, will travel for new breed of Indonesians

Have money, will travel for new breed of Indonesians

JAKARTA (JP): Today's Indonesians hunger for a new title --
HBA -- to round out their academic achievements and career gains.

"Has Been Abroad" is a point of pride for many in their
families, communities and workplaces.

Earlier this year, Kompas detailed how the haves in this
country spend their money during vacations. The daily newspaper
said they preferred to go abroad, usually for shopping, in the
favored vacation months of July and December.

The reason was the exotic destinations, new sights to visit
and the prestige gained among friends and colleagues.

Tourism expert Arifin Hutabarat said the trend began in the
1970s during the oil boom years, when many people had more
disposable income.

But these travelers, mostly businesspeople and top executives,
were still in the elite, according to Antonius Thedy, owner of
Jakarta Express travel agency.

"If they went abroad during the (Islamic holiday) Lebaran, it
was because they were compelled to do so. Their servants were on
holiday and their business was closed, so they left the country.
It happened every year."

Package tours were lengthy, lasting an average of 10 days.
Tours to popular destinations in Europe and Asia often spanned as
many as 27 days. Few agencies offered short-term trips.

The profile of the Indonesian traveler has changed today. More
employees, and not just their bosses, want to travel. Their
preference is for shorter trips because of work commitments.

"However, they travel more frequently. Before, they traveled
during Lebaran, Christmas or the school holidays. They now go
abroad more often. Moreover, they often make use of business
trips to also travel as tourists."

The new breed of travelers also prefers the Free Individual
Traveler (FIT) package to the Group Incentive Traveler (GIT)
package.

The FIT -- usually offering air ticket, hotel and half-day
tour -- once only got customers for Singapore and Hong Kong, now
has takers for Australia and Europe.

"Three days abroad and they head home," Anton said.

Why the penchant for foreign shores in the first place when
there is a lot to be seen at home?

"It is exciting to go abroad. We see a different world, feel a
different atmosphere and see different people. That is
interesting," said Paulus K. Soelaeman, deputy general manager of
Hotel Plus, the company that manages hotels in the Jan Darmadi
Corporation.

Paulus chooses the FIT for his two to three trips abroad with
his wife and two children. "It is more relaxing to travel
individually."

Triawan Munaf, president director of advertising company
Adwork Euro RSCG, said: "I often go abroad, mainly to Singapore,
Thailand and Malaysia. I can do a lot there for my business, and
I can also do some sightseeing."

The 39-year-old executive seldom travels on a package tour
with a group. "We want to be independent from tour schedules."

Brenda Djorgi, general manager of Galeri TC Kafe dan Bar, has
traveled abroad for many years. When she was a student in
Switzerland, she would travel on vacations to Holland, Italy,
France or England. Now, her company often sends her to Europe and
the U.S., and she tries to find time for some sightseeing.

She passes over rigid tours, choosing instead to book a plane
ticket, make a hotel reservation and find her own way with a
guidebook.

Anton said Singapore remained the most popular foreign tourist
destination, with one million Indonesians visiting the country
last year.

"The probable reasons are because, first, there is no problem
with the language and, second, transportation to Singapore is no
problem either, as there are 20 flights a day," said Anton. The
other popular destinations are Hong Kong, the U.S. and Australia,
each with between 150,000-250,000 annually.

City lights draw Indonesians. Los Angeles, New York, Las
Vegas, Orlando and San Francisco in the United States. London and
Paris in Europe. Sydney and Melbourne in Australia.

"Indonesians are angry when we suggest they stay in small
towns," Anton said.

They want places of note: famous cafes, well-known monuments,
entertainment and, most of all, shopping centers.

According to Robert Maningka, Smailling Tour public relations
manager, Indonesians start asking directions to the best
department stores as soon as they arrive at a hotel.

"We are used to camouflage terms," said Nurdin Supena, Buena
Wisata's outbound tour manager. "We say 'free program in which
you can go shopping' instead of 'shopping tourism'. Being too
explicit in stating the purpose of the trip could also be risky
for our business."

There are cultural reasons why Indonesians love to shop on
foreign vacations, according to life-style observer A.B. Susanto.

For one, buying items abroad, even those which are available
back home, gives them added value.

Second, is the cultural importance of buying gifts, known
locally as oleh-oleh, for family members and friends at home.

Antonius said a survey in Australia found Indonesians spend
more than Japanese. This seems to back up tourism expert Arifin
Hurabarat's data from the World Travel and Tourism Council
(WTTC): Indonesians are projected to spend US$6 billion on
shopping expeditions in 1997.

"I will definitely go shopping when I visit a country for the
second time," said property broker Erna Sujono, who has visited
many countries. "In the U.S., I may spend $10,000. In London, I
may need 10,000 for my shopping."

Brenda has to go shopping because friends always ask her to
bring back special gifts. "It is nice to shop abroad because the
shops are located close to each other, not farther than three
blocks."

Triawan Munaf has another reason to offer shopping tourism.

"In tourism, shopping is not a priority. If certain articles
are cheap or there is a sale, why not? July is the month of sales
in Sydney. We go there carrying nothing, we return home with full
suitcases."

Melinda S., owner of the network of Altec computer shops in
Jakarta, admits to being a shopaholic when abroad.

"I am very greedy indeed," said Melinda, who added she had a
monthly income of Rp 60 million. "Whatever I like I buy,
regardless of the price. I am often confused, and only become
aware back at the hotel when I realize that I have bought many
unnecessary items."

Famous lawyer John Pieter Nazar never misses the chance to buy
jackets and coats.

"I once passed up the opportunity because I was hoping to get
better ones. Turned out the other items were not as good, and I
could not stop thinking about my mistake when I got back to
Indonesia."

For most of the travelers, the journey abroad and the
purchases made are all about face. "You are considered to have
prestige if you've stepped foot on foreign soil," said Arifin
Hutabarat.

The above is an excerpt from Tiara's lifestyle biweekly. The
complete article with sidebars will appear on the magazine when
it goes on sale Wednesday. It is printed here courtesy of Tiara.