Bali– Add-On
Service Innovations Influence Resort Booking Decisions Among Multigenerational
Family Tourists in Ubud. The research was conducted by Deasy
Astrid Natalia, Komang Agus Rudi Indra Laksmana, and I Gusti Ayu Diah Werdhi
Srikandi from Universitas Mahendradatta and published in the Indonesian
Journal of Business Analytics (IJBA) Vol. 6 No. 1 (February 2026.
The research was conducted by Deasy Astrid Natalia, Komang Agus Rudi Indra Laksmana, and I Gusti Ayu Diah Werdhi Srikandi finds that innovative add-on services offered by resorts and villas play a significant role in influencing accommodation purchasing decisions among this tourist segment.
Multigenerational Family Tourism on
the Rise
Multigenerational travel has become
one of the fastest-growing segments in global tourism. According to recent
travel reports, approximately 47 percent of travelers participate in
multigenerational trips, reflecting a significant increase compared to
previous years.
In Indonesia, the trend is even
stronger. Around 58 percent of Indonesian travelers plan trips involving
multiple generations, making destinations such as Bali increasingly
attractive for family tourism.
Within Bali, Ubud in Gianyar
Regency has emerged as a popular destination due to its cultural
attractions, natural landscapes, and family-friendly accommodation options.
Statistics from the Bali Central Statistics Agency indicate that Gianyar
recorded more than 250,000 domestic tourist visits per month, totaling 742,808
visits between March and June 2025.
However, with more than 4,500 accommodation properties listed on online booking platforms in Ubud, competition among resorts and villas has intensified. As a result, hospitality businesses must develop new strategies to differentiate their services.
Add-On Services as a Competitive
Strategy
One increasingly popular strategy is
the development of add-on service innovations.
Add-on services refer to optional
supplementary offerings provided alongside the core accommodation experience.
In the context of Ubud resorts and villas, these services may include:
- Balinese
cultural programs
- Traditional
cooking classes
- Wellness
and spa packages
- Children's
recreational activities
- Private
airport transportation
Such services enhance the overall guest experience and provide additional value, particularly for families with diverse generational needs.
Study Conducted at Four Resorts and
Villas in Ubud
The research was conducted at four
prominent hospitality properties in Ubud:
- Tanah
Gajah, A Resort by Hadiprana
- The
Royal Pita Maha
- Bhuwana
Ubud Hotel and Farming
- Purana
Suite Ubud
A total of 90 multigenerational
family tourists who had recently stayed at one of these properties
participated in the study.
Data were collected through structured
questionnaires containing 18 research indicators measuring three main
variables:
- Add-on
service innovation
- Tourists’
behavioral intention
- Purchasing
decision
The data analysis employed Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS 4.0 software.
Add-On Innovations Increase Purchase
Intentions
The study results reveal that add-on
service innovation significantly influences both behavioral intention and
purchasing decisions.
Key findings include:
1. Add-on innovation positively
affects tourists’ behavioral intention
The relationship shows a coefficient of β = 0.517 (p = 0.000).
2. Add-on innovation also directly
influences purchasing decisions
The coefficient recorded β = 0.297 (p = 0.006).
3. Behavioral intention strongly
predicts purchasing decisions
This relationship shows β = 0.457 (p = 0.000).
The study also confirms that behavioral
intention acts as a mediating factor between add-on innovation and
purchasing decisions.
This means that add-on services influence purchase decisions not only directly but also indirectly by shaping tourists’ attitudes and intentions toward the services.
Experience Value Matters for
Multigenerational Families
The research highlights that
multigenerational tourists value experiences that allow family members of
different ages to participate together.
Activities such as cooking classes,
cultural workshops, or family wellness programs create shared experiences that
enhance the perceived value of the accommodation.
However, the study also notes that many add-on services offered by resorts in Ubud are becoming increasingly similar. As a result, these services may be perceived as standard industry offerings rather than unique differentiators.
The Challenge of Add-On Service
Commoditization
One of the key findings of the study
is the phenomenon of add-on service commoditization.
Many resorts and villas offer nearly
identical supplementary services, such as cultural experiences, spa packages,
children’s activities, and transportation services.
When similar add-ons are widely
available across properties, their ability to differentiate hotels in the
competitive market becomes limited.
Therefore, hospitality operators must develop more personalized and innovative services to maintain competitive advantage.
Strategic Recommendations for
Hospitality Businesses
The researchers suggest several
strategic actions for resorts and villas:
- Develop
more unique and personalized add-on experiences for multigenerational
families
- Create
bundled family experience packages combining several add-ons
- Strengthen
marketing communication that highlights family experiences
- Offer
bundled service packages with attractive pricing
Examples of innovative add-on concepts
include:
- Family
cooking programs with customizable recipes
- Wellness
activities designed for grandparents and grandchildren
- Cultural
storytelling sessions for families
- Adventure programs specifically designed for grandparent-grandchild bonding
Conclusion
The study confirms that add-on
service innovation plays a significant role in shaping the accommodation
purchasing decisions of multigenerational family tourists in Ubud.
Behavioral intention acts as a crucial
bridge between service innovation and actual purchasing behavior.
In an increasingly competitive tourism industry, resorts and villas must continuously innovate and create personalized experiences that accommodate the needs of multiple generations traveling together.
Author Profiles
- Deasy Astrid Natalia Universitas Mahendradatta
- Komang Agus Rudi Indra Laksmana- Universitas Mahendradatta
- I Gusti Ayu Diah Werdhi Srikandi- Universitas Mahendradatta
Research Source
Natalia, D. A., Laksmana, K. A. R. I., & Srikandi, I. G. A. D. W. (2026). The Influence of Add-On Service Innovation on Purchasing Decisions at Resorts and Villas in Ubud Mediated by the Behavioral Intention of Multigenerational Family Tourists. Indonesian Journal of Business Analytics (IJBA), Vol. 6 No. 1, 173–184.
DOI: https://doi.org/10.55927/ijba.v6i1.16249
URL: https://journal.formosapublisher.org/index.php/ijba
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