THE 2026 COMMERCIAL OPTIMISATION SUMMIT – INDONESIA: Hotel Commercial Priorities for 2027

As Indonesia looks ahead to 2027, what will shape the next phase of tourism growth, and what will it mean for the country’s hotels?

In this opening keynote, Budi Tirtawisata will share his perspective on Indonesia’s tourism outlook, exploring changing traveller demand, emerging market opportunities and the trends likely to influence the hospitality industry in the year ahead.

Drawing on his extensive experience in Indonesia’s travel and tourism sector, this session will set the scene for the Summit, helping hotel commercial leaders consider where future demand may come from and how to position their businesses for success in 2027.dress opens a day of conversation focused on how the commercial landscape is shifting and what leaders and teams need to do to adapt, respond, and grow. In an environment shaped by constant change, rising expectations, and increasing uncertainty, resilience and growth mindset are no longer optional. They are essential to how individuals lead, learn, and perform.

As Indonesia looks towards 2027, how are regional and global travel trends changing, and where are the next opportunities for tourism growth?

Drawing on his work with Asia Travel Trends and Saudi Outbound Tourism, UN Tourism Affiliate Board Member Dr Jens Thraenhart brings an international perspective to Indonesia’s evolving tourism landscape. From shifting traveller preferences and emerging source markets to changing travel patterns across Asia and beyond, this session will explore the trends and developments that could influence demand in the year ahead.

With a practical focus on what these changes mean for Indonesian hotels and destinations, Jens will highlight opportunities for hoteliers to rethink their market strategies, attract new guests and position themselves for growth in 2027.

With 2027 budgets and business plans taking shape, the challenge for Indonesia’s hotel leaders is turning ambitious targets into profitable performance.
As market dynamics evolve, traditional approaches to revenue management, sales and marketing are being challenged. How should hotels rethink their commercial priorities, break down departmental silos and embrace new technologies and ways of working?
This opening panel brings together hotel leaders to explore what needs to change in the year ahead, where the greatest opportunities lie and how hotels can align their people, strategies and commercial decisions to deliver stronger profitability.

An Update for everyone about the things that your Association can do for you. Bilal Chamsine, HSMAI Indonesia President & Jackie Douglas, HSMAI APAC President will provide a concise overview of the Educational opportunities HSMAI offers Indonesian Hotels.

RevPAR remains essential, but it tells only part of a hotel’s revenue story. Dining, spa, golf and activities all contribute to the value of a stay. How can commercial teams make more of these opportunities?

This session explores how connected guest data and AI can help Revenue, Sales and Marketing teams understand spending across the property, build relevant offers and make experiences easier to discover and book. Attendees will learn how to measure performance beyond room revenue and test a focused commercial initiative before scaling what works

What does it take to make AI useful in the day-to-day business of a hotel? This keynote will explore how hotel commercial teams can move from experimentation to practical application—identifying where AI can support better decisions, improve productivity and contribute to stronger performance. With a focus on implementation, human judgement and measurable outcomes, the session will consider what hoteliers need to get right and how to take their next steps.

When competitors cut rates, booking patterns shift and channels push promotions, how should hotels respond? Led by a hotelier, this practical discussion brings together IDeaS and RateGain to explore how commercial teams can interpret demand signals, assess channel performance and make better pricing decisions. Using a realistic hotel scenario, the panel will examine what to check before discounting, how changing guest behaviour should inform strategy, and how to judge which business delivers the strongest return.

Government business has traditionally been an important source of demand for many Indonesian hotels. But relying too heavily on any one market segment can leave hotels vulnerable when demand patterns change.

In this practical, hotelier-led session, Sylvain Laroche will share his experiences and lessons from exploring new market segments in 2026, including what worked, what surprised him and where he sees untapped opportunities for 2027.

Discover how hotels can rethink their market segmentation, identify alternative sources of demand and build a more balanced, resilient business mix to support sustainable, profitable growth.

Every interaction with a guest is an opportunity to generate revenue, strengthen loyalty, and enhance the guest experience. This session explores how leading hotels and resorts are using AI to connect the guest journey – from booking through to post-stay – to deliver personalized experiences, streamline operations, and unlock new revenue opportunities.

Key Takeaways:
* Identify the guest touchpoints with the highest commercial impact.
* Learn a practical framework for implementing AI across the guest journey.
* Leave with actionable strategies you can apply immediately to increase revenue and improve guest satisfaction.

How can hotels turn social media engagement into measurable direct bookings? Joe William from TikTok will explore how short-form video, targeted advertising and AI-powered personalisation can help hotels connect with potential guests and improve the journey from discovery to booking.

The session will focus on growing direct revenue, improving marketing return on investment and reducing reliance on third-party distribution channels.