Depok-The Tourism Business Management study program, Vocational Education Program, Universitas Indonesia (UI), held a guest lecture entitled “The Secret to Success in the Travel Industry” on March 10, 2025. Also present as a speaker, Abdussalam Ghani, CEO of PT Lautan Asawisata and founder of Humbatur Indonesia, shared his experience of approximately twelve years in the tourism industry. This guest lecture is an integration with the Risk Management course. Students are invited to deepen the risk factors that generally occur in the tourism industry and the mitigation that can be prepared to overcome these risks.
On that occasion, Ghani shared several important factors needed to succeed in the tourism industry, namely interest in the service sector, communication and negotiation skills, service attitude, openness to criticism, and adaptability. Ghani said, “We need to instill an entrepreneurial spirit in ourselves and dare to take risks with careful calculations. So, the competencies we already have can be collaborated with the courage to start a business.”
(Photo: Q&A session during a guest lecture)
Ghani started his travel business while he was in college by organizing short trips for students. Over time, his business grew into Humbatur Indonesia, a B2B tour operator that serves other travel agents as operational partners in various tourist destinations. Then, Ghani founded PT Lautan Asawisata which houses the Asa Wisata brand (for outbound tours) and Asa Trans (land and sea transportation provider).
Ghani explained some initial steps in starting a travel business. First, choose a unique brand name, easy to remember, has a positive meaning, and has not been used by other parties. The name must also be checked for availability on social media and the Indonesian Ministry of Law. Second, determine the business specialization, for example tour operator, travel agent, transportation provider, accommodation, or entertainment so that potential clients feel confident in the credibility of the business being built. Business legality such as NPWP and company accounts are very important to build trust. In addition, market segmentation (low, middle, or high) needs to be considered from the start because it will affect pricing and service strategies.
In terms of marketing, Ghani emphasized that customer recommendations are much more effective than advertising on social media. This is proven through Humbatur’s strategy which relies more on word of mouth. Customers who come from recommendations generally already have initial trust, so the bidding process is easier. “Of course, the power of word of mouth needs to be supported by excellent and maximum service provided by our company. So, customers will feel satisfied and share their best experiences with others,” said Ghani.
(Photo: Group photo after the guest lecture ended)
In addition, in-depth product and destination research is conducted to minimize risks and adjust offerings to market trends. Networking is also key to expanding business reach. Ghani said, “Networking must be on target and accompanied by consistent self-branding to increase sales value. Solid financial management is essential to keep cash flow flowing smoothly, enable business development, and support the recruitment process.”
Head of the Tourism Business Management Study Program, Anisatul Auliya, S.ST.Par., M.Par., said that the presence of practitioners in the travel service industry will provide new learning for students. UI Vocational also prepares graduates who are not only ready to work, but also to become entrepreneurs. “Through this guest lecture, students gain in-depth insight into effective risk management that can improve service quality and tourist satisfaction, and careful business strategies can bring long-term success in the competitive travel industry,” concluded Auliya.
