InDesign CS 2015 (version 11) has a new feature for the PDF export. One can define how the exported PDF shall be opened in Acrobat:
The View (Actual Size, Fit Page/Width/Height, scaling factor) and the Layout (Single Page/Double Page) can be defined. For PDF/X files the view cannot be defined since this is (unfortunately) not allowed in PDF/X. These open options are stored in the PDF and can be changed in Acrobat in the menu File > Properties… > Initial View.