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.