Indonesia: Current Cultural State Indonesia is a country in Southeast Asia located between the Indian and Pacific Oceans. There is nothing ordinary about Indonesia: it is the world’s largest island state, the fourth-most populous country housing more than 261 million people, and the largest Muslim nation. The archipelago consists of more than seventeen thousand islands, and in regards to sea and land combined, Indonesia is the world’s seventh biggest country. Indonesia’s top five largest and economically important islands include Kalimantan, Sulawesi, Papua New Guinea, Java, and Sumatra. Each region boasts its own unique culture, customs, and traditions – some of the islands are even home to different races. Indonesia capitalizes on diversity and sees it as something that unites the nation. The country’s modern mentality took origins in its recent history when Indonesians had to take a stand in the face of colonization and exploitation. The history of the Indonesian archipelago has been shaped by the presence and influence of foreign powers that were drawn to the region due to its rich natural resources. Dutch conquest and expansion resulted in numerous collateral damages. After an armed and diplomatic conflict with the Netherlands, in 1949, Indonesia became an independent state (Legêne, Purwanto, & Nordholt, 2015). Since then, the country has been enjoying autonomy and working hard for a brighter future. In 2005, the government passed the National Medium Term Development Plan 2005-2005 one of the main objectives of which is development and self-reliance. The country’s new leaders emphasize the importance of science and new technologies as well as infrastructure development and active foreign policy (Indonesia Investments, n.d.). Thus, collaborating with US-based global travel technology company Expedia would be in line with Indonesia’s vision. A number of key demographic trends will shape the interests of the Indonesian customer base and justify the choice of the country as the next Expedia affiliate. First, the country has been successfully combating poverty: in 2018, the poverty rate was at an all-time low at 9.8% – slight but tangible progress from 10.1% in 2017 (Indonesia Investments, 2018a). According to the predictions made by Boston Consulting Group, the number of citizens belonging to the so-called middle class and affluent customers (MAC) will double by 2020 (Boediono, 2017). As of 2014, the said demographic population was at 74 million, and it is projected that each year 7 to 8 million Indonesians will be entering MAC. The country’s citizens are as optimistic about the future as ever: they can now afford to treat themselves to nice things after covering basic expenses. The rising trend is backed up by hard data: each year, more and more Indonesians apply for a foreign passport. For instance, in 2016, 3 million citizens made a request whereas, in 2017, the number was up to 3.2 million (Indonesia Investments, 2018b). They are interested in traveling abroad, and it’s about time for global travel technology companies to make their move. Customer & Traditions Indonesians are a traveling nation, ready to explore the whole world. In recent years, their