As the holiday season approaches, especially Christmas and New Year, hotels are feeling the impact of a new travel pattern that no longer follows careful, long-term planning. Instead, many trips now happen suddenly in Indonesia. This behavior, widely known as sudden travel, has reshaped occupancy trends and is increasingly defining how tourism works today. At the center of this shift is Generation Z.
This is not a short-lived reaction to Covid-19. According to Bayu Bagas Hapsoro, an economist from Semarang State University (Unnes), the pattern shows clear signs of becoming permanent, driven by the growing influence of Gen Z in Indonesia’s domestic tourism market.
“In general, based on my observations of global tourism, including in Indonesia, this now appears to be a relatively permanent phenomenon, forming a new pattern that is indeed being driven by Gen Z,” he explained, as quoted by Bisnis, Wednesday (16/12/2025).
Bayu noted that Generation Z stands apart from previous generations. After experiencing the uncertainty of the pandemic, they tend to make decisions more spontaneously. Planning months ahead feels less important. Flexibility matters more.
This mindset has shifted the very purpose of travel. Travelers are no longer choosing where to go first. They are choosing what they want to experience.
“Sudden travel shows the behavior of travelers today. They prefer things that are experience-based. They travel because there is an event, not because of the destination,” he explained.
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From an economic standpoint, this behavior brings ripple effects. Sudden travel can accelerate money circulation across the tourism ecosystem, from hotels and attractions to local governments that rely on visitor spending.
For industry players, this shift opens new opportunities. Instead of selling rooms alone, hotels and tourism businesses can package stays with experiences that feel fresh and personal. Bundled offers become more relevant than ever.
“Bundled packages can be created with trips to attractive destinations that offer memorable experiences for tourists. For example, a bundled package that includes a visit to the Grand Mosque of Central Java (MAJT), where visitors can gain a new experience picking melons there,” Bayu explained.
In this new landscape, success is less about iconic landmarks and more about moments people can feel, share, and remember. Sudden travel reflects that change. And as Generation Z continues to dominate the market, experience-driven journeys are no longer the exception. They are becoming the new normal.
