Job With A Challenge: Staying
Small But Playing Smart
As appeared on TTG Asia, January 9 –
15, 2004
Pacto managing director, Susilowani Daud,
is setting her sights on slow but steady growth in developing
the company’s outbound and niche markets.
For Pacto’s new managing director, Ms Susilowani
Daud, building a stronger company takes priority over
aggressive expansion during the challenging times as
such there.
The new managing director, who began her career with
the company as a tour guide many years back said: “I
believe in ‘small is beautiful’”.
The recent vamp in the ownership and management of
Pacto has resulted in the enlargement of Ms Daud’s
responsibilities, from spearheading the MICE arm of
the group, Pacto Convex, to taking charge of the whole
group – which includes tours and travel as well
as the Umrah and Haj.
It is her priority to develop the existing divisions
– inbound, outbound and pilgrimage.
Undaunted by the new challenges laid before her, Ms
Daud has mapped out a plan of action.
“I have briefed my staff to find areas within
the existing divisions that we can still develop, and
put our resources there. For example, Europe has been
our strongest inbound market. We still consider it a
major market, but in response to the changing travel
trends, we must develop other markets, such as Asia,
the Middle East and India, and put more resources there.
We will participate in trade shows. We have already
sent a marketing team to India. “
Pacto is one of Indonesia’s oldest inbound operators.
More than half of its 550 staff members work in the
inbound division with branches in Bali, Jakarta, Bandung,
Medan, Surabaya, Yogyakarta and Makassar. Ms Daud’s
target is to grow the outbound division within three
to four years.
“The market has actually been there all long.
I must say the inbound market is very important to Indonesia’s
revenue, but the cash flow from outbound travelers to
our company is better. Outbound travelers pay before
they travel but for inbound and corporate travelers
we receive payment long after their trips. So, why don’t
we put more effort into growing the outbound market?”
she said.
She observed traveling on Umrah (pilgrimage), usually
combined with visiting Muslim holy place, was a fast
growing market, as was Christian pilgrimage tours.
“We will strengthen the Umrah and Haj division.
We will be more aggressive in Makassar as the market
is big.
“In addition, we will have a new team dedicated
to develop Christian pilgrim market,” she said.
The other market Ms Daud thinks is lucrative to tap
on the outbound side is incentive groups and family.
“This is actually a big market. Indonesian families
are extended families. Our approach is to offer them
tailor-made products that suit their individual needs.
We know where and how to get this market,” she
said. – Mimi Hudoyo
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