Solo Traveling Trend Among Gen Z, Tourism Industry Is Also Adapted

Rudy Lie, President Director of PT BET Obaja International, spoke about the tourism industry and the solo traveling trend among Gen Z. (Dinno/VOI)

JAKARTA - Travel is now no longer just a holiday affair, especially for Generation Z who grew up in the digital era. For them, traveling is a means to express, enrich the experience, as well as strengthen identity.

No wonder Gen Z's tourist preferences are different from the previous generation, where they tend to look for authentic experiences, unique destinations, to activities that can be immortalized and shared on social media.

This phenomenon also shifts the trend of tourism. Gen Z is more daring to travel solo, manage travel independently, and choose destinations based on digital recommendations or viral trends.

"Gen Z now interacts a lot with the international community. They often walk alone, because they like adventure and exploration. From looking for tickets, hotels, to travel, everything is done independently," said Rudy Lie, President Director of PT BET Obaja International, after the opening ceremony for the 9th branch of OBAjatour at Agora Mall Jakarta, 22 September 2025.

However, Gen Z seemed independent, the role of travel agents did not really disappear. According to Rudy, there are still many segments of tourists who need organized tours, especially for corporate travel or new destinations that are rarely explored.

"There are still markets that rely heavily on organized trips, especially in corporations and tourists seeking safety and comfort," he explained.

In responding to the needs of the younger generation when planning holidays, the travel industry is now transforming. PT BET Obaja International, for example, has a digital application that allows Gen Z to conduct online ticket bookings and hotels practically.

"We have prepared a platform that makes it easier for them to arrange their own trips. But if they need help, there will still be additional services from us," added Rudy.

Interestingly, Gen Z's favorite destinations do not only go abroad. Many of them still prioritize domestic tourism, from Bali, which has never lost its charm, to Yogyakarta which is rich in culture.

"In weekends, they usually choose a short vacation to places close to them, but still fun," said Rudy.

More than that, the phenomenon of holiday trends among Gen Z also makes the tourism industry adapt to hybrid strategies. This means that digital services such as booking applications and social media are combined with physical outlets in premium shopping centers.

Rudy sees that the presence of face-to-face outlets is still important because it gives a sense of security, builds trust, and helps customers design itinary as needed. Meanwhile, digital channels remain the key to reaching the younger generation who are fast and active online.

Our mission is simple, which is to make vacation planning and travel easier, safe, and reliable. Through our newest physical outlet network on the 1st floor of Agora Mall and our activity on social media platforms, we are committed to being trusted partners for urban communities in realizing their dream vacation, "concluded Rudy Lie