Asei Implements Strategic Initiatives to Capitalize on Year-End Travel Insurance Demand

Rising Demand Ahead of Nataru

PT Asuransi Asei Indonesia is anticipating a significant increase in travel insurance demand as the year-end holidays (Nataru) approach. According to Dody Achmad Suidyar Dalimunthe, CEO of Asei, the fourth quarter typically sees a surge in travel insurance purchases for both domestic and international trips. This trend is supported by other insurance companies in Indonesia reporting substantial growth in travel insurance premiums throughout 2025.

Five Key Marketing Strategies

To capitalize on this trend, Asei is implementing five key marketing strategies:

1. Promotional Bundling: Offering travel insurance products bundled with other business lines, often in collaboration with travel agencies and airlines during promotional periods.
2. Strategic Partnerships: Distributing products through business partners such as travel agents, ticket marketplaces, and digital platforms.
3. Micro-Insurance Products: Introducing pay-per-trip or on-demand insurance with competitive pricing, particularly for specific protections like flight delays.
4. Targeted Segmentation: Tailoring marketing efforts and product features to specific segments including young travelers, families, and international tourists.
5. Dynamic Pricing: Adjusting premium prices based on demand, particularly increasing rates for comprehensive coverage during peak periods while maintaining competitiveness through targeted promotions.

Industry Perspective and Future Outlook

The Indonesian General Insurance Association (AAUI) corroborates Asei's positive outlook on travel insurance growth. Trinita Situmeang, Vice Chair of AAUI's Statistics and Research division, notes that travel insurance has become an essential component for many travelers, particularly when bundled with travel packages. While still not a major contributor to overall insurance portfolios, it shows sustainable growth potential, especially among younger generations who are more inclined to travel frequently.

Challenges and Regulatory Considerations

While dynamic pricing allows insurers to adjust premiums according to demand, it must comply with regulatory guidelines set by the Financial Services Authority (OJK). Insurers must balance competitive pricing with fair tariff principles and underwriting regulations. As the industry continues to evolve, Asei and other insurers are navigating these challenges to capture the growing travel insurance market.