Similarweb data for 17 Indonesian and travel sites: what September 2026 traffic shows

I run a visa agency in Bali, so I keep an eye on the sites my clients use before they land: booking platforms, super-apps, marketplaces and the Indonesian immigration portal. I pulled Similarweb's public numbers for 17 of them in one run and put them side by side. Here is what came out, and how to repeat it for your own list of domains.

The numbers (Similarweb estimates, September 2026)

Site	Monthly visits	Change vs Aug	Global rank	Top country (share)	Pages / visit	Visit length
booking.com	584.0M	−15.8%	41	US (10.6%)	7.6	6:59
shopee.co.id	136.2M	−5.6%	198	ID (96.2%)	7.3	7:01
detik.com	119.3M	+0.05%	420	ID (95.7%)	2.5	1:39
airbnb.com	111.5M	−12.8%	166	US (64.9%)	13.3	5:47
agoda.com	110.6M	−4.9%	244	IN (15.2%)	6.9	5:19
expedia.com	92.4M	−6.3%	303	US (91.6%)	6.3	5:06
tripadvisor.com	83.9M	−16.3%	497	US (53.8%)	2.8	2:03
kompas.com	47.4M	−1.2%	1,288	ID (94.9%)	2.3	4:02
klook.com	44.6M	−0.7%	947	TW (14.3%)	3.9	2:27
tokopedia.com	43.5M	−10.6%	684	ID (94.6%)	8.2	6:15
traveloka.com	26.2M	−10.3%	1,778	ID (46.6%)	3.8	2:10
grab.com	20.1M	−5.0%	—	PH (19.5%)	4.2	3:24
tiket.com	9.9M	−15.9%	4,244	ID (86.8%)	5.9	2:19
lazada.co.id	9.7M	−10.8%	5,333	ID (94.5%)	4.3	3:42
imigrasi.go.id	4.0M	−2.8%	8,835	ID (29.9%)	9.8	7:56
gojek.com	3.7M	−21.7%	17,081	ID (87.7%)	2.8	2:32
bukalapak.com	143K	−20.2%	240,222	ID (78.4%)	3.7	0:34

Five things that stood out

1. September was a down month for travel. Booking.com (−15.8%), Tripadvisor (−16.3%), tiket.com (−15.9%), Airbnb (−12.8%) and Traveloka (−10.3%) all lost visits against August. That fits the end of the northern-summer season; it is not a story about any one company.

2. The Indonesian immigration site is mostly visited from abroad. Only 29.9% of imigrasi.go.id traffic comes from Indonesia. Australia sends 15.9%, the US 8.9%, Japan 3.9%, Singapore 3.6%. Its top search keywords are "bali visa", "indonesia visa" and "all indonesia arrival card". Visitors spend almost 8 minutes and view about 10 pages per visit, the longest sessions in the list. People are filling in forms, not browsing.

3. Its audience finds it through YouTube. Of the social traffic to imigrasi.go.id, 50.8% comes from YouTube, 19.6% from Facebook and 7.8% from Reddit. Tutorials on how to fill in the arrival card do more for that site than any official channel.

4. Local marketplaces are almost purely local. Shopee Indonesia, Tokopedia and Lazada Indonesia each get about 95% of visits from Indonesia, and Similarweb lists the other two as each one's closest competitors. Shopee leads by a wide margin: 136M visits against 44M for Tokopedia and 10M for Lazada.

5. Airbnb visitors look at 13 pages per visit, almost twice as many as Booking.com (7.6) or Agoda (6.9). Browsing listings is the product.

How I pulled it

I used the Similarweb Traffic Scraper on Apify. You give it a list of domains and get one row per domain with about 55 fields: visits with a 3-month history, global, country and category rank, engagement, top countries, keywords, similar sites, audience age and gender, technologies, and company size and revenue. No Similarweb account is needed.

From Python:

from apify_client import ApifyClient

client = ApifyClient("<YOUR_APIFY_TOKEN>")
run = client.actor("lergassy/similarweb-traffic-scraper").call(
    run_input={"websites": ["booking.com", "agoda.com", "traveloka.com", "imigrasi.go.id"]}
)
for row in client.dataset(run["defaultDatasetId"]).iterate_items():
    if row["type"] == "domain":
        print(row["domain"], row["monthlyVisits"], row["globalRank"], row["topCountries"][:1])

Each domain takes 20–40 seconds and ten run in parallel, so 20 domains finish in about a minute. It costs $4 per 1,000 domains, and domains Similarweb has no data for are free.

Caveats

• These are Similarweb's estimates, the same numbers its public pages show. Use them to compare sites and spot trends, not as exact analytics.
• topCountries is a share of all visits, so "US 10.6%" for Booking.com means the US is its single biggest country, not that most visitors are American.
• For logged-out users, Similarweb shows the share of the top traffic channel only. The other channels come with their rank but no percentage.

If you want the same table for your own niche, swap the domain list and run it again.