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Accor and TA target Indonesians

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Accor has joined forces with Tourism Australia in a bid to attract more leisure travellers from Indonesia into Australia to help boost the tourism industry during summer.

The joint venture marketing campaign, which launches next week, will go live in the Indonesian market to drive visitation to key destinations including Adelaide, Sydney, Melbourne, the Gold Coast and Perth.

The campaign, which leverages Tourism Australia’s ‘There’s nothing like Australia’ theme will be driven through online channels which include digital advertising, partner and wholesale promotions as well as targeted offers to Accor’s extensive database of Indonesian loyalty members.

“While much focus has been on attracting more Chinese visitors to Australia, we must not ignore the other developing tourism market for Australia – Indonesia,” said Accor’s Chief Operating Officer – Pacific, Simon McGrath.

“As the numbers of Indonesian travellers continue to rise, combined with the increase of internet usage and digital media proliferation, Indonesia is truly a leading web market in the region.

“We are thrilled to partner with Tourism Australia to increase exposure and drive visitation from this important emerging Asian market to Australia over the summer months.”

Accor is also a leading hotel operator in Indonesia with an extensive network of over 70 properties ranging from economy to upscale brands. In 2012, Accor launched a Bahasa Indonesian version of accorhotels.com meaning that Indonesian speaking travellers can now search and book hotels in their local language, ensuring improved access and efficiency.

Tourism Australia’s Managing Director Andrew McEvoy said Indonesia was an important emerging market within South East Asia with the potential to contribute significantly to Australian tourism’s future growth in the coming years.

“Indonesia stands out because of the size of the country and its population. Whilst it still has some way to go to realise its full potential, Indonesia is making rapid progress and is very much on our radar,” McEvoy said.

“Accor’s strong hotel presence and extensive loyalty program within Indonesia, together with the great work they are doing to make their Australian hotel portfolio more welcoming for Asian visitors makes them an ideal partner for us to work with in this exciting new promotion, which is timed to coincide with a traditionally busy travel period for Indonesians.”

Indonesia is currently Australia’s twelfth largest inbound market, accounting for just under 150,000 visitor arrivals in the past 12 months.

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