Amway Indonesia’s Sorin Widjaja, Samasta Tour & Travel’s Teguh Heri Basuki, StarDream Cruises' Rastri Sekar Rinukti, Royal Caribbean’s Diane Chiang and M&C Asia’s Xinyi Liang-Pholsena at CruiseWorld Indonesia 2025, which took place in Jakarta on 15 July.
Despite economic headwinds, Indonesia’s cruise incentive market is showing greater promise as more travel planners recognise the unique advantages cruising offers for group travel.
At CruiseWorld Indonesia 2024, travel agents and cruise professionals convened to discuss how to reposition cruises as a compelling option for incentive groups. While there was consensus on cruising’s appeal, panellists emphasised the need for better trade understanding and strategic selling.
Get the management buy in
“Companies have incentive trips every year. One of the biggest attractions for corporate groups is packing, unpacking and coordinating logistics across multiple destinations,” said Sorin Widjaja, manager of special events at Amway Indonesia.
“With a cruise, you visit several countries without the usual stress. When you position it as an all-inclusive experience with more destinations and less hassle, it’s easier to get management buy-in.”
Teguh Heri Basuki, CEO of Samasta Tour & Travel agreed, noting that while budget remains a concern, planners often overlook the value cruises deliver.
“Cruises include full-board meals, world-class entertainment, and unique moments – like watching the sunrise or sunset at sea. We need to shift the mindset from price to value,” he said.
Strengthening the value proposition
Cruise lines, too, are adjusting to changing demands in the incentive space.
“Post-pandemic group sizes are smaller, booking windows are shorter, and expectations are higher,” said Rastri Sekar Rinukti, head of marketing & sales (Indonesia) of StarDream Cruises. “That’s why education is key. We work with planners to show we are flexible, able to support their clients from A to Z, and show them how we can deliver the experience.”
Operators say clearer messaging is essential to strengthen cruising’s appeal for groups.
“Cruising is seamless, safe, and all-inclusive,” said Diane Chiang, director of sales and commercial, Asia Pacific of Royal Caribbean. “We need to communicate this more effectively so planners see cruises as a value-rich, hassle-free incentive option.”
Call for greater flexibility
Indonesia’s incentive cruise sector is ripe for growth, but planners also pointed to lingering operational hurdles – such as visa complications – as barriers to wider adoption.
“We’ve had cases where participants couldn’t secure visas,” added Widjaja. “Perhaps this is something that can be worked on to improve interest in incentive cruises.”
Basuki also urged cruise lines to be more accommodating and flexible of name changes to incentive groups, especially if members fail to secure the required visa for travel.