On 23 July 2026, members of the Ubud Hotels Association (UHA) gathered at Novotel Bali Ubud Resort for the second edition of UHA Ngopi-Ngopi, a new initiative designed to bring members together through informal conversations, industry insights, and knowledge sharing.

Following its first edition, UHA Ngopi-Ngopi is planned as a regular programme, creating an ongoing space for members to connect, exchange ideas, and stay informed about developments shaping the hospitality industry.

Held in a relaxed coffee-and-conversation format, the programme reflects UHA’s commitment to providing practical value for its members—not only through networking, but also by creating opportunities to access relevant market insights, industry updates, and perspectives from partners and professionals within the hospitality sector.

The July gathering featured an Ubud Market Update with Trip.com, with discussions covering current travel demand, changing traveller behaviour, the growing Chinese travel market, and emerging opportunities for hotels in Ubud and Bali.

One of the key takeaways was clear: the way people travel is changing, and staying informed is becoming increasingly important for hotels.

From Booking a Trip to Discovering a Journey

Travel once followed a relatively straightforward path.

A traveller decided where they wanted to go, perhaps based on recommendations from friends and family, consulted a travel agent or guidebook, booked their flight and hotel, and then arrived at their destination.

Today, the journey can begin much earlier—and much more digitally.

A traveller may first discover Ubud through social media, search for places to stay, compare properties, read reviews, look at photographs, explore nearby experiences, and research their destination before making a booking.

In other words, the travel journey now starts at the search bar, not at the airport.

This shift is particularly visible among younger travellers, including Gen Z, whose travel inspiration and research are often closely connected to digital platforms. At the same time, travellers from older generations remain an important part of the market, with differences often emerging in how they discover and evaluate information.

For hotels, understanding these differences is increasingly important. The traveller journey does not begin at check-in. It begins much earlier—with the first search, recommendation, review, or piece of content that catches their attention.

Understanding the Market and Creating Longer Stays

The market update also highlighted the continued strength of Southeast Asia as a travel region, with Bali remaining an important destination for international travellers.

Flight demand to Bali was noted to have increased by 19%, presenting continued opportunities for hotels across the destination.

However, capturing demand is only one part of the opportunity.

For properties in Ubud, the discussion also looked at how hotels can encourage guests to stay longer and experience more.

This could include creating packages that combine accommodation with experiences, highlighting wellness and cultural activities, or making it easier for guests to discover what they can experience both within the property and around Ubud.

The growing Chinese traveller market was also part of the conversation. For properties looking to welcome this audience, providing clear information, accessible communication, relevant services, and experiences that encourage guests to explore more can contribute to a more seamless stay.

The opportunity is therefore not simply about asking:

“How do we get the booking?”

but also:

“How do we give guests a reason to stay longer?”

Staying Up to Date as a UHA Member

Keeping members informed about developments in the market is an important part of UHA’s role.

As a member-driven organisation, UHA aims to support the sustainable growth of its member hotels by creating opportunities for networking, knowledge sharing, partnerships, marketing initiatives, and industry connections.

UHA Ngopi-Ngopi brings these objectives into a more informal setting.

By bringing members together regularly, the programme creates an opportunity for hoteliers to hear about market developments, learn from industry partners, exchange experiences with fellow members, and take relevant insights back to their own properties.

The second edition on 23 July was another step in building that ongoing conversation. Rather than treating each gathering as a standalone event, UHA Ngopi-Ngopi is planned as a regular platform for members to stay connected and up to date with the latest developments affecting the hospitality industry.

For a destination like Ubud, where traveller expectations, source markets, and digital trends continue to evolve, staying informed is increasingly valuable.

A Glimpse Into a Changing Digital Landscape

Digitalisation was another theme that emerged during the market update.

As travellers increasingly use digital platforms to discover destinations and properties, travel technology is evolving alongside them.

During the session, Trip.com shared a brief look at some of the developments on its platform, including newer tools designed to support hotel partners with areas such as business insights, content creation, and the presentation of experiences.

While these developments are only one part of a much broader digital shift, they reflect how the travel ecosystem continues to evolve.

For hotels, keeping up does not necessarily mean adopting every new tool immediately. It means understanding where the market is moving and considering which developments may create opportunities for individual properties.

The wider role of AI and how it can be practically applied by hoteliers is a conversation of its own—and one that can continue through future knowledge-sharing initiatives.

More Than Just a Gathering

At its heart, UHA Ngopi-Ngopi is about connection.

The relaxed format allows members to step away from the more formal side of hospitality and simply have conversations with fellow industry professionals. Over coffee, ideas can be exchanged, experiences shared, and new perspectives discovered.

The second gathering at Novotel Bali Ubud Resort demonstrated how informal conversations can provide valuable market insight while strengthening relationships within Ubud’s hospitality community.

As the industry continues to change—from shifting traveller preferences to emerging source markets and evolving digital tools—being informed and connected becomes increasingly important.

For UHA, creating that connection is part of its commitment to its members: bringing the hospitality community together, sharing knowledge, and creating opportunities for members to learn and grow alongside the industry.

And with UHA Ngopi-Ngopi planned as a regular programme, the conversation does not end with one gathering.

It continues—one cup of coffee, one conversation, and one shared insight at a time.