Indonesia, a country with diverse religions, positively has to pay attention to the sustainability of its people in worshipping. Hajj is the fifth obligatory worship of Islam, but this religious ritual has limitations to Muslims, such as long waiting period and high costs. The difficulties then induce many Muslims to choose to carry out Umrah, a part of the Hajj which is held in the holy city of Mecca and can be done throughout the year except on the Hajj period. This led to the formation of pilgrimage system in Indonesia, a system that has many stakeholders and regulations involved. However, this system faces a bad issue recently, where fraud occurs and causes economic losses and damage to the reputation of the Umrah travel business. Therefore, it is necessary to take action to overcome this problem so that the trust and loyalty of pilgrims are maintained in using the services of the pilgrimage. This paper offers a conceptual model that can be used to identify and analyze the structure and relationship between elements of pilgrimage system in Indonesia. The conceptual model is built as the basis for understanding the complexity of the system and for exploring suitable policies to maintain customer trust and loyalty in using umrah tour services.