GARUDA Indonesia Holidays (GIH) is shifting towards consumers from its initial wholesaler model, reaching out to travellers in Indonesia and overseas through its new website.
Widjaya Hadinukerto, COO of GIH, said: “GIH was established as a wholesaler of tour products serving all Garuda Indonesia’s destinations, but with technology (like our website), we are trying to reach out (directly) to the customers.”
He said the rise of Indonesia’s middle class is taking place not only in major cities. “The website is a means to reach out to travellers who live in secondary and tertiary destinations. They can enjoy special and last-minute offers through the website,” Widjaya explained.
Asked if GIH’s new online approach would pit it against retail agencies it works with, he said: “The retail prices are higher than wholesale prices.”
He added that travellers usually buy simple products online, such as fly-and-stay or hotel-only products, and would therefore still need to go to travel consultants for a full package.
GIH currently partners 12 major hotel wholesalers for its hotel inventory. It works with BCA bank for payment, but more partnerships with other banks are in progress.
A joint venture company between Garuda Indonesia and Smailing Tours, GIH was set up to sell outbound and domestic travel products wholesale.
