Room occupancy rates in East Java during the mid-2026 school holiday period have not yet shown satisfying results. According to records from the Indonesian Hotel and Restaurant Association (PHRI) of East Java, average occupancy currently stands at just 55%, a figure still quite far from the association's ideal target of 80%.
Chairman of PHRI East Java, Dwi Cahyono, acknowledged the gap between field realization and the expected target. According to him, public spending focus is currently divided, with financial priorities being absorbed more by new school year enrollment needs rather than vacation budgets.
PHRI data shows that regions with top tourist destinations remain the driving force for occupancy. The Malang region recorded the highest figure with occupancy reaching 70%, followed by Batu City and Probolinggo, which recorded occupancy rates around 65% each.
A different condition is seen in business centers or urban areas. In Surabaya and surrounding areas, hotel occupancy remains held back in the 45% to 55% range. Meanwhile, the Kediri region recorded occupancy performance at 50%.
Facing these challenges, hotel business operators in East Java are now starting to implement various aggressive marketing strategies. Efforts being made include offering special price promotions, family vacation packages, and providing various thematic entertainment in hotel areas to attract tourists before the school holiday period ends.
