Smailing Tour

What Smailing Tour does

Smailing Tour (PT. Smailing Tour) is a privately held Indonesian travel management company founded in 1976 by Rudy Akili and headquartered in Jakarta. It operates a multi-divisional travel business anchored by a consumer-facing online booking platform at smailingtour.co.id (offering flights, 250,000+ hotels, tour packages, attractions, visa services, and travel insurance underwritten by Chubb and Sequis Life), alongside three dedicated business units: Smailing Travel Management Company (TMC) for corporate travel management operating under the American Express Global Business Travel Partner Network since April 2007, an MICE division with 30+ years of event production experience, and Smailing Platinum, a VIP membership program with exclusive partnerships with Four Seasons, Accor, Preferred Hotels & Resorts, Langham, Hyatt, IHG, and Leading Hotels of the World. The firm also owns MCI Indonesia, a wholly-owned events and communications agency.

The technology backbone is a conventional online travel booking portal with integrated payment processing (Visa, Mastercard, BCA, CIMB Clicks, Mandiri, E-Pay BRI) and SSL-secured transactions; no proprietary AI, API, or platform-as-a-service capabilities are documented. Revenue is generated through a diversified mix: commission-based flight and hotel ticketing (transaction fees), packaged tour sales (one-time, ranging Rp 4.7M-Rp 55.5M per package), corporate travel management contracts (quote-based, multi-year), MICE professional services, and the recurring Smailing Platinum VIP membership.

Distribution combines the direct-to-consumer website, eight physical branch offices across Central Jakarta (covering Kuningan, Senayan City, Kelapa Gading, Wisma Soewarna, Lippo Mall Puri, Wisma Iskandarsyah, Salemba, and the Majapahit headquarters), WhatsApp/concierge customer support, an Instagram social channel, and partnership-driven marketing with Indonesian banks (BCA and Danamon through early 2026 promotions). Named enterprise clients span technology (Google, YouTube, Samsung, IBM, Fortinet, SAP), automotive (Volvo, BMW, Mercedes Benz, Mini Cooper, Bosch), financial services (BCA, Credit Suisse, Deutsche Bank, Panin Bank, Societe Generale), insurance (Prudential, Sequis), pharmaceuticals (Novartis, Abbott, Bristol Myers Squibb, Takeda, Sanofi), consumer goods (Danone, FrieslandCampina, Adidas), and aviation (Garuda Indonesia).

Name

Smailing Tour

Legal name

PT. Smailing Tour

Website

https://smailingtour.co.id

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

251–500 employees

Short description

Smailing Tour is a privately held Indonesian online travel company founded in 1976, serving leisure and corporate clients with flight and hotel booking, curated tour packages, visa and insurance services, MICE event management, and a VIP luxury membership program.

Ownership category

akta.pro rank

Product category

Online Travel Agency

NAICS

Tour Operators (561520), Tour Operators (56152)

akta.pro primary industry

SME/Regional Corporate Travel Agencies (THAKACAC)

akta.pro secondary industries

Events-Integrated Corporate Travel (TMCs with Meetings/Groups) (THACAAAH), Strategic Meetings Management (SMM) & Governance (THACAFAA), Full-Service Destination Management (Ground Handling & Onsite Operations) (THAHADAA)

Keywords

• Online travel agency
• Corporate travel management
• Leisure tour packages
• MICE event services
• VIP travel membership

Headquarters

HQ city

Jakarta Pusat

HQ country

Indonesia

HQ region

Asia

Offices8 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Infrastructure

Revenue model

1. Tour Package Sales: Sale of packaged group tours, open trips, private journeys, and themed travel experiences including FoodieX, AdventureX, FamilyX, RomanticX, CultureX, SportX, PhotographyX, ExoticX, FashionX, and Open Trip X packages with pricing from Rp 4,700,000 to Rp 55,500,000.
2. Flight Booking: Commission-based flight ticket sales across domestic and international routes with partnerships with multiple airlines.
3. Hotel Booking: Commission revenue from hotel bookings with access to over 250,000 domestic and international hotels.
4. Corporate Travel Management Services: Business travel consulting, policy compliance analysis, cost savings programs, and travel reporting for corporate clients. Services include Air/hotel/visa/car rental/limousine/train bookings, global customer care, emergency travel service, and exclusive airport assistance.
5. MICE Services: Meetings, incentive trips, conferences, and exhibitions organization services serving corporate clients with planning, promotion, and production capabilities.
6. Platinum Membership: Exclusive VIP membership program offering personalized travel arrangements, bespoke itineraries, and exclusive benefits with partner hotels including Four Seasons, Accor, Preferred Hotels, Langham, Hyatt, and Leading Hotels of the World.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Smailing Tour operates an integrated online travel booking portal that sells flight tickets, hotel accommodations, curated tour packages, attraction tickets, visa assistance, and travel insurance to individual consumers. Beyond its consumer platform, the company runs a corporate travel management division (Smailing TMC), a MICE event services division, and a VIP membership program (Smailing Platinum) that delivers personalized luxury travel through partnerships with leading global hotel brands.

Product overview

Smailing Tour operates a multi-platform travel services portfolio centered on its online consumer booking portal (smailingtour.co.id) for flights, hotels, tours, attractions, visa, and insurance. The core business is organized into three main divisions: (1) the main consumer platform offering flight/hotel search and booking, (2) Smailing Travel Management Company (TMC) / Corporate Travel for B2B business travel management with American Express Global Business Travel partnership, and (3) MICE Division for meetings, incentives, conferences, and exhibitions. Additional sub-brands include Smailing Platinum (VIP/luxury membership with hotel partnerships like Four Seasons, Accor, Hyatt, IHG, Leading Hotels of the World) and MCI Indonesia (events and communications agency). Tour products are categorized by type (Group Series, Open Trip, themed packages) and travel style (Private Journeys, FamilyX, AdventureX, FoodieX, RomanticX, CultureX, etc.), covering destinations across Southeast Asia, Australia, Europe, Americas, Middle East, Africa, East Asia, and New Zealand.

Differentiator

Problem solved

Functional benefit

Brands

• MCI Indonesia: Global engagement and marketing agency offering live & virtual events, strategic & digital communications, and consulting & community solutions
• Smailing Platinum
• Smailing Xperiences
• Smailing Travel Management Company (TMC)
• Smailing TMC

Products and services

• Smailing Tour Online Booking Platform Online travel booking portal enabling users to search and book flights, hotels, tour packages, attractions, visa services, and travel insurance with user accounts, booking history, and integrated payment processing.
• Smailing Travel Management Company (TMC) Corporate travel management division offering business travel consulting, travel policy compliance analysis, cost savings programs, MICE services, and integrated travel reporting for local to multinational corporate clients, with global coverage via American Express Global Business Travel's network spanning nearly 120 countries.
• MICE Division Meetings, Incentives, Conferences, and Exhibitions service division handling event planning, venue selection, transportation, accommodation, and execution for corporate events, with 30+ years of MICE experience.
• Smailing Platinum Membership Exclusive VIP membership program for high-end clients offering personalized travel arrangements, bespoke itineraries, and exclusive benefits through partnerships with luxury hotel brands including Four Seasons, Accor, Preferred Hotels & Resorts, Langham, Hyatt, IHG, and Leading Hotels of the World.
• MCI Indonesia Global engagement and marketing agency operating under Smailing Tour offering live and virtual events, strategic and digital communications, and consulting and community solutions for the meetings and events industry, with ISO 27001 and ISO 27701 certifications.
• Flight Booking Flight search and booking service covering domestic and international routes with multiple airline partners and class options including Economy, Premium Economy, Business, First, and Premium First.
• Hotel Booking Hotel accommodation search and booking service offering over 250,000 domestic and international hotel options with availability checks and special offers.
• Tour Packages Curated tour packages including Group Series (guided group tours), Open Trip (shared scheduled departures), and themed packages across multiple travel styles and destinations worldwide, priced from Rp 4,700,000 to Rp 55,500,000.
• Private X (Private Journeys) Customizable private travel packages including Private Journeys, Family Holidays, Luxury, Adventure, Just the Two of Us, Cost Saver, FoodieX, FamilyX, AdventureX, RomanticX, CultureX, SportX, PhotographyX, ExoticX, Open Trip X, and Fashion X itineraries with curated destinations worldwide.
• Xperiences (Activities) Activity and attraction booking platform offered via Smailing Xperiences, providing over 60,000 experiences and activities globally including tours, museum tickets, and local activities.
• Visa Services Online visa application assistance for travel to various countries with effective and secure processing services.
• Travel Insurance Travel and life insurance products offered through partnerships with Chubb Travel Insurance and Sequis Life, distributed via the Smailing Tour platform.

Quantifiable outcome

• Nearly 120 countries coverage through business travel network
• +3 more outcomes

Named customers34 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Partnerships

18 partnerships are on record, tiered core, flagship and major.

• American Express Global Business TravelcoreStrategic or Co-development Partner · 1 April 2007Smailing TMC is a private owned American Express Global Business Travel's Partner Network in Indonesia since April 2007. This partnership provides access to global travel network covering nearly 120 countries with technical capabilities and sourcing expertise to deliver savings, control, and service across travel program expenses.
• MCIcoreStrategic or Co-development PartnerMCI is a global engagement and marketing agency offering live & virtual events, strategic & digital communications, and consulting & community solutions. MCI Indonesia operates under Smailing Tour with ISO 27001 + ISO 27701 certifications for information security and data privacy.
• Four Seasons Hotels and ResortsflagshipChannel Partner/ Reseller/ DistributorSmailing Platinum is a preferred partner of Four Seasons offering exclusive benefits and amenities to valued clients. The partnership provides access to luxury properties in Bali (Jimbaran, Sayan) and other global destinations.
• Accor HotelsmajorChannel Partner/ Reseller/ DistributorAccor Preferred partnership through Smailing Platinum providing access to Accor's global hotel portfolio with exclusive member benefits.
• Preferred Hotels & ResortsmajorChannel Partner/ Reseller/ DistributorPreferred Platinum Partner status representing more than 700 independent hotels across 80 countries. Benefits include daily breakfast for two, resort credits up to USD 100, welcome amenities, and priority check-in/check-out.
• Langham Hospitality GroupmajorChannel Partner/ Reseller/ DistributorExclusive Couture by Langham membership (by invitation only) offering daily breakfast, F&B or spa credits, complimentary Wi-Fi, upgrades, and welcome amenities.
• Hyatt HotelsmajorChannel Partner/ Reseller/ DistributorHyatt Prive membership providing exclusive benefits including daily complimentary breakfast for two, property credit up to USD 100/stay, priority room upgrades, and priority early check-in/late check-out.
• The Leading Hotels of the WorldmajorChannel Partner/ Reseller/ DistributorPartnership providing access to LHW's collection of luxury independent hotels worldwide with exclusive member privileges.
• IHG Hotels & ResortsmajorChannel Partner/ Reseller/ DistributorIHG Destined partnership offering exclusive benefits and preferred rates for Smailing Platinum members.
• Singapore AirlinesflagshipChannel Partner/ Reseller/ DistributorSingapore Airlines partnership with recognition as Top Travel Agent. Long-standing airline partner providing international flight inventory.
• Garuda IndonesiaflagshipChannel Partner/ Reseller/ DistributorGaruda Indonesia partnership with recognition as Best Revenue Contributor. Domestic and international flight services.
• CitilinkmajorChannel Partner/ Reseller/ DistributorCitilink partnership with recognition as Top Five Travel Agent for domestic flight services.
• HotelBeds GroupmajorChannel Partner/ Reseller/ DistributorHotel inventory partnership with recognition as Best Supporter HotelBeds Group. Access to extensive global hotel network.
• Chubb InsurancemajorChannel Partner/ Reseller/ DistributorTravel insurance partnership offering Chubb travel insurance products through Smailing Tour platform and referral links.
• Sequis LifemajorChannel Partner/ Reseller/ DistributorLife insurance partnership offering Sequis Life insurance products through Smailing Tour platform.
• BCA (Bank Central Asia)flagshipGTM or Marketing PartnerBanking partnership with BCA offering reward points redemption with discounts up to Rp 1.5 million. Promotion period: September 1, 2025 - January 31, 2026. Also partnership for Quark Expeditions promotional campaigns.
• DanamonmajorGTM or Marketing PartnerBanking partnership offering credit card discounts up to Rp 2.5 million. Promotion period: September 5, 2025 - January 31, 2026 with installment options.
• Quark ExpeditionscoreChannel Partner/ Reseller/ DistributorPolar expedition partnership offering exclusive experiences including Arctic and Antarctic adventures for Smailing Platinum members.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Traveloka: Indonesia's largest online travel platform covering flights, hotels, tours, and activities. Direct competitor to Smailing's consumer OTA portal smailingtour.co.id in the Indonesian market, with materially larger scale and venture backing.
• Klook: Asia-leading activities and experiences booking platform. Competes directly with Smailing Xperiences (60,000+ activities) in the attractions/experiences segment across the same Southeast Asian corridors.
• Tiket.com: Major Indonesian OTA offering flights, hotels, and event tickets. Competes with Smailing on the Indonesian consumer travel booking side with deep local brand recognition and a similar product range.
• Bayu Buana Travel: Established Indonesian travel management company offering corporate, leisure, and MICE services. Direct regional TMC/OTA peer of comparable vintage and operating scope in Indonesia.
• Corporate Travel Management (CTM): Australia-listed corporate travel management company with significant Asia-Pacific presence and a midmarket TMC orientation. Closely comparable in target customer (SME to midmarket corporate) and product mix (TMC + leisure) to Smailing.
• Panorama Tours Indonesia (Panorama JTB): Indonesia-based tour operator and travel agency under the Panorama JTB joint venture, offering outbound tours, MICE, and corporate travel. Comparable in tour package structuring and Indonesian consumer market focus to Smailing's leisure division.

Broad incumbents

• BCD Travel: Global corporate travel management company serving multinational clients across Asia-Pacific. Competes for the same enterprise accounts Smailing TMC services and represents a potential centralization risk for Smailing's multinational book.
• CWT (formerly Carlson Wagonlit Travel): Global corporate travel and meetings management company. Competes for enterprise travel and MICE spend for multinationals with regional Asia-Pacific operations.
• American Express Global Business Travel (Amex GBT): Global corporate travel management leader. Smailing is an Amex GBT Partner Network member in Indonesia, so Amex GBT is a partner and partial competitor — multinational clients may run RFPs that displace local partner servicing.
• FCM Travel (Flight Centre Travel Group): Global corporate travel division of Flight Centre, with strong Asia-Pacific presence. Overlaps with Smailing TMC's corporate servicing for multinational and regional enterprise accounts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/smailingtour/?hl=en
• YouTubeyoutube.com/user/smailingtourID
• Xx.com/SmailingTour
• Facebookfacebook.com/smailingtour

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Smailing Tour