According to the study, nearly half (49%) of Asia Pacific travellers use AI to discover destinations and travel ideas as its most common use case, while also utilizing it to gather reviews (41%) and discover local tours and experiences (35%), complementing traditional travel websites and social media.

This suggests that travellers are becoming more deliberate in how they plan holidays amid rising costs and global uncertainty, using AI and digital tools to make trips more practical, flexible, and personalised while reducing uncertainty before they travel rather than travelling less.

Travellers are also increasingly carrying out detailed research before booking, checking accommodation, insurance, visa requirements and local developments before departure, with AI simplifying their planning process by making information easier to access and compare.

Alongside AI, payment confidence has become a crucial part of pre-trip planning, with 33% of respondents citing payment security as their biggest travel concern and 27% worried about card acceptance, which reflects a growing reliance on digital payments as 73% of travellers now carry payment cards or mobile wallets during their trips.

The report also highlights that travellers are balancing careful planning with flexibility. Nearly four in five (79%) book accommodation before travelling, while only 51% secure activities in advance. 

Most dining (72%) and transport (65%) decisions are made after arriving at their destination, allowing travellers to adapt their plans based on local recommendations and experiences.

While planning habits are evolving, Asia Pacific travellers continue to favour destinations closer to home. Around 63% travelled within the region, with Japan remaining the most popular destination, followed by Australia, Thailand, South Korea and Hong Kong. 

Beyond familiar locations, travellers are increasingly planning holidays around food, culture and major live events, with 37% prioritising unique local experiences and one in four travelling for sporting or entertainment events.

“The latest Global Travel Intentions study  affirms the importance of travel to Asia Pacific. Travel is not slowing – it is becoming more planned,  purposeful, and intentional,” explained Danielle Jin, Chief Marketing Officer at Visa Asia Pacific. 

“As digital-first travellers seek familiar sights and plan more practically, what  matters is how destinations, businesses, and issuers enable every traveller to explore the places they love 

in their own way, from using AI to help travellers pursue their passions, values, and aspirations to  delivering secure and seamless payment experiences at every stage of their journeys,” added Jin. 

The findings are based on Visa’s 2026 Global Travel Intentions study, which surveyed more than 47,000 consumers worldwide, including over 17,000 respondents across Asia Pacific. 

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Among the new wins are mandates from Volkswagen Singapore, SGInnovate, Shell Singapore, a leading insurance provider, and a leading banking institution, with appointments spanning creative, performance media, Generative Engine Optimization (GEO), Search Engine Optimization (SEO), social media, and digital transformation services across multiple industries.

The latest appointments reflect a broader shift in how organisations are purchasing marketing services, with many regional and multinational brands increasingly favouring agencies that can combine strategic leadership with scalable delivery across multiple markets.

GrowthOps said the trend is being driven by marketing procurement teams that are placing greater emphasis on regional efficiency, integrated capabilities and the ability to deliver consistent execution across different countries.

Alongside the new client wins, GrowthOps recently launched two digital platforms for semiconductor and electronics manufacturer Kulicke & Soffa, which included a multilingual corporate website and a customer software portal covering UI and UX design, Sitecore development, analytics and SEO.

“Singapore remains the strategic centre of gravity for regional marketing decisions. But the era of funding a brief entirely out of a Singapore cost base is ending,” said Shaad Hamid, General Manager and Regional Head of Performance Marketing at GrowthOps Singapore. 

“Clients are far more sophisticated about where strategic thinking needs to happen versus where execution can be delivered, and they’re choosing partners whose model reflects that reality.”

GrowthOps currently operates across Singapore, Kuala Lumpur, Manila and Hong Kong, allowing the agency to combine local market knowledge with broader regional execution capabilities.

“The model positions the agency directly against a growing procurement preference for regional capability without single-market overhead,” added Hamid.

The agency also noted growing demand for AI-driven search and discoverability services, including GEO, as brands prepare for a search landscape increasingly influenced by generative AI platforms and tools.

Chris Greenough, General Manager and Regional Head of Creative Services at GrowthOps Malaysia, shared, “They want integrated partners who can connect the full customer journey and they want that integration delivered at a price point that makes commercial sense across a region, not just in one market.” 

The latest appointments mark another step in GrowthOps’ regional expansion strategy as brands continue to prioritise integrated, scalable marketing solutions across Asia-Pacific.

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Based in Singapore, Fairil will play a key role in helping the agency expand its AI-enabled services, strengthen strategic partnerships and create new growth opportunities for clients and the wider business, reflecting  TEAM LEWIS’ continued investment in combining technology, creativity, data and communications to deliver measurable business outcomes.

In his new role, Fairil will focus on three key priorities: driving AI-led revenue growth across the agency, helping clients unlock opportunities created by artificial intelligence, and accelerating AI adoption and capability development throughout TEAM LEWIS’ global network.

Fairil returns to TEAM LEWIS in what marks a boomerang appointment, having previously spent seven years with the agency, including serving as Senior Vice President for Asia-Pacific. Most recently, he held leadership positions at Accenture Song and Mastercard, bringing more than 20 years of experience across marketing transformation, digital acceleration, customer engagement and growth strategy.

Throughout his career, Fairil has worked with organisations across Asia-Pacific to modernise business capabilities, drive innovation and deliver commercial growth through the strategic use of technology and data.

Commenting on his appointment, Fairil shared, “At TEAM LEWIS, we see AI not as a feature, but as a fundamental operating advantage. AI should not sit on the sidelines as a specialist capability. It should be embedded into how we think, create, collaborate, and grow.”

“I’m excited to work alongside our talented leaders and specialists around the world to help clients unlock new opportunities and shape the future of growth through the combination of human imagination and machine intelligence,” added Fairil. 

Yvonne van Bokhoven, Chief Operating Officer (COO) at TEAM LEWIS, explained, “We are delighted to welcome Fairil back to TEAM LEWIS in this new global role. His track record in client  leadership, combined with deep experience across consulting and innovation, makes him  uniquely positioned to help accelerate our AI ambitions worldwide.”

“AI is reshaping how brands compete. Fairil will play a crucial role in scaling our AI-enabled services offering to deliver measurable value for our clients,” added van Bokhoven. 

Through the appointment, TEAM LEWIS aims to further strengthen its global growth agenda while helping clients navigate the evolving AI landscape and unlock new opportunities through the combination of human creativity and machine intelligence.

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The campaign centres on Pocky’s long-standing positioning as a shareable snack, highlighting everyday interactions and in-person connections at a time when digital communication increasingly shapes how people engage with one another. Supporting the campaign is the rollout of refreshed packaging across the full Pocky range, alongside an updated Pocky Chocolate recipe featuring a crispier texture and a richer chocolate flavour.

First launched in Japan in 1966, Pocky has built its identity around its easy-to-share format and distinctive biscuit stick design. Through ‘Connect with a Smile’, Glico aims to reinforce these associations by focusing on simple acts of sharing among friends, family members, classmates, colleagues, and loved ones.

As part of the refresh, Glico has introduced new packaging designs across eight Pocky variants: Chocolate, Strawberry, Cookies & Cream, Milky Matcha, Double Chocolate, Nutty Almond, Milk Chocolate, and Milk. The updated packaging adopts a more contemporary visual style while retaining familiar brand elements.

The company has also reformulated its flagship Pocky Chocolate variant, with changes aimed at delivering a more pronounced chocolate taste and a crispier bite.

The new packaging will be introduced across Glico’s regional markets from June, beginning in Thailand, with launches in other Southeast Asian markets to follow.

Rolling out across Singapore, Malaysia, Thailand, Indonesia, Vietnam, and the Philippines, the campaign will include promotional activations, pop culture partnerships, refreshed creative assets, and social-first content aimed at reaching younger consumers, particularly Gen Z. Additional market-specific activities are expected to be announced throughout the year.

Yukio Kimura, Chief Operating Officer, Glico Asia Pacific, said, “For 60 years, Pocky has been one of the simplest ways for people to share happiness, express care, and connect with one another. Connect with a Smile celebrates that magic while giving Pocky a fresh new look. As we celebrate this milestone, our goal here is to keep creating products and moments that bring people across Southeast Asia closer together and spark joy into everyday life, guided by our company purpose, ‘Healthier days, Wellbeing for life.’”

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The new discipline forms part of Omnicom Media’s global operating model and is intended to provide a more structured approach to client management and delivery across the region.

Leading the function is Paul Hawkey, Chief Client Success officer for APAC, who brings more than three decades of experience in client management and business transformation within Omnicom Media. 

In the role, Hawkey will oversee the development of a connected client leadership community across the region, support the implementation of delivery standards, and help scale Omnicom Media’s capabilities across APAC markets.

Commenting on his appointment, Hawkey shared, “The most successful client partnerships are built on trust, shared ambition and a deep understanding of our clients’ businesses. Client success is about ensuring we consistently deliver our best work, bringing together the right expertise from across our network, and helping clients navigate increasingly complex business challenges.”

“By launching the Client Success discipline in APAC, we are investing heavily in our client leadership teams and creating greater consistency in how we deliver value to clients across the region. This positions us to build deeper, future-ready client partnerships and drive stronger business outcomes,” he added. 

Supporting Hawkey are four newly appointed Client Success Leads representing Omnicom Media’s agency networks: Kris Biti, Executive Director, Client Success at OMD APAC; Susannah Llewellyn, Executive Director, Client Success at PHD APAC; Raveena Udasi, Executive Director, Client Success at UM APAC; and Madelin Farrington, Executive Director, Client Success at Initiative APAC.

The regional leadership team will work with agency leaders to establish consistent approaches to client leadership and service delivery across markets and brands.

The Client Success organisation comprises more than 180 client leaders across 13 APAC markets. As part of the initiative, the group will participate in development programmes focused on enhancing capabilities, sharing best practices, and responding to evolving client requirements.

According to Omnicom Media, the structure is intended to create greater consistency in client leadership and delivery while enabling local teams to connect clients with expertise from across the wider network. The move also aligns with the company’s broader efforts to standardise client management practices across its global operations.

Tony Harradine, CEO, Omnicom Media APAC, said, “The challenge facing clients today is about knowing how to connect the right capabilities to solve business problems. As media, technology, commerce and AI continue to converge, these appointments enable us to provide a more connected way for clients to access the full breadth of our expertise and agency networks. 

Harradine continued, “Ultimately, our role is to simplify complexity, strengthen partnerships and help clients unlock greater growth, and I am confident Paul and the team will be able to help our clients access the best of Omnicom Media through a single, connected leadership experience.”

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In his new Singapore-based role, Saha will lead on expanding the Aleph’s regional strategy and operations across APAC, including Malaysia, strengthening platform partnerships and helping advertisers and partners unlock greater value across diverse markets.

Saha joins Aleph from WPP Media, where he most recently served as Chief Executive Officer (CEO) for Singapore and Malaysia while also leading media management and delivery across the Asia-Pacific, Middle East and Africa (APMEA) region. During his tenure, he led initiatives across addressable media, influencer marketing and commerce while driving operational excellence and media accountability.

With more than 17 years of experience in the advertising industry, Saha has built and scaled data-driven businesses across key Asia-Pacific markets, including China, India, Australia and Southeast Asia. He is also recognised for his expertise in ad-tech, platform partnerships and digital innovation.

Commenting on his appointment, Saha shared, “APAC is at the heart of the next wave of digital transformation, and the opportunity to lead Aleph’s growth across this incredibly diverse and fast-moving region is one I’m delighted to take on.”

“Aleph’s combination of global scale, exclusive platform partnerships, and deep local execution is unmatched, and I look forward to working alongside our talented teams across the region to unlock new possibilities for our partners, our clients, and the wider digital ecosystem,” added Saha. 

The appointment forms part of Aleph’s broader strategy to deepen its presence across APAC and strengthen connections between global digital platforms and local advertisers throughout the region.

Aleph operates across more than 130 high-growth markets and over 90 offices worldwide, leveraging exclusive partnerships with more than 55 digital platforms to help businesses scale through local expertise and global reach.

Through its network, Aleph provides brands and advertisers access to a portfolio of major digital platforms, including Uber, X, Pinterest and Reddit, helping businesses navigate local markets while enabling global platforms to scale more effectively across high-growth regions.

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New data from Criteo shows APAC travel demand remained resilient heading into the spring season, with hotel traffic rising and a late spike of nearly 30% year-on-year, even as OTA conversion rates softened 10% year-on-year in Q1.

The report found that while overall demand remains steady, travellers are becoming more selective about how and where they travel. Air traffic in the region fell 17% year-on-year in Q1 2026, as tensions in the Middle East prompted some travellers to reconsider long-haul plans. However, demand has largely shifted toward nearer destinations rather than declined.

In April, air bookings rose 1.0% for short-haul and 1.8% for medium-haul travel year-on-year, while long-haul bookings fell 2.8%, signalling a continued pivot to regional travel. Rather than a broad pullback, the data points to a recalibration in demand, creating opportunities for destination marketers and online travel agencies focused on shorter-haul routes.

Criteo also found that APAC travellers are spending more time researching and comparing options before booking. On average, travellers browse around 25 hotel listings before booking, while 66% cite reviews as a key decision factor. For travel brands in the region, the challenge has shifted from attracting interest to closing bookings.

This longer consideration period is also reflected in APAC’s extended booking season compared to other regions. Travel bookings outpaced retail sales week-on-week from early July through mid-October 2025, longer than in both EMEA and the Americas. The trend signals an extended activation window for marketers, supporting always-on campaign strategies over short, peak-driven bursts.

At the same time, travellers are increasingly turning to AI tools for planning, with APAC leading adoption. The report found that full-trip AI planning is most common in the region, with 45% of Japanese travellers and 47% of South Korean travellers using AI for end-to-end trip planning, versus a global average of 30%.

AI is also emerging as a key channel in the travel journey. In March 2026, ChatGPT accounted for a higher share of travel booking page visits than traditional search by 13 percentage points, while 72% of Criteo’s travel clients recorded at least one booking from ChatGPT referrals.

Criteo said the shift underscores the need to identify high-intent travellers rather than focus on volume. In partnership with the company, Skyscanner shifted its mid-funnel success metric from clicks to “Engaged Search Sessions”, defined as sessions where users did not bounce and completed at least one search for flights, hotels or car hire. Campaigns optimised on this metric in India and Canada delivered up to a 67% lift in ROI and an 80% increase in engaged search sessions.

As travellers navigate a more cost-conscious and complex environment, Criteo said brands that best convert will be those using real-time commerce data, AI-driven targeting, intent-based strategies and full-funnel activation to engage travellers throughout the booking journey.

“In Japan and South Korea, nearly half of travellers are now turning to AI in their trip planning, a strong signal for the rest of APAC. How a hotel, airline, or destination is surfaced and described by AI now matters as much as how it’s advertised,” said Szi Wei Lo, Executive Managing Director, APAC, Criteo. 

“Travel brands no longer win simply by outbidding competitors — they win by making it easier for travellers to understand, compare and choose their offering. The travel brands that pull ahead will be those treating content and product data as the driver of discovery, not a back-end concern.”

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Speaking exclusively to MARKETECH APAC, Danielle Jin, Senior Vice President and Chief Marketing Officer at Visa Asia-Pacific, highlighted why Laufey was a perfect fit for Visa’s campaign, citing the artist’s reimagining of jazz for a new generation of music listeners, creating music that is intimate and emotionally alive for Gen Z’ers and her journey to become a globally-recognised singer, and also being a two-time Grammy winner.

“As someone who has lived between cultures, her story is one of resilience and progress amidst vulnerability, aligning with Visa’s belief that success is the result of small steps we take every day. We’re heartened to partner with Laufey for the A Matter of Time Tour in Asia, and we hope to inspire a new generation to find their voice in the world,” she explained.

Showing up where culture and commerce connect

It should be noted that according to Visa’s recent study on global travel intentions, not only are consumers in Asia-Pacific travelling for live events like concerts, but this behaviour is most pronounced among younger segments. 84% of Gen Z and Millennial respondents in the region said they attended live events at their travel destinations, higher than the 81% regional figure.

“At Visa, we want to show up where culture, commerce, and community intersect. Artists like Laufey are more than performers – they unite people and are role models that younger fans, especially Gen Zs can connect with and see themselves in. When we can connect the dots to make the fan journey effortless from tickets to flight bookings to the actual concerts, we elevate the experience and demonstrate the value of Visa for everyone,” Danielle further added.

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For context, Visa’s global network aims to connect culture and commerce, allowing consumers and fans to transact securely and seamlessly across the journeys, from discovery to accessing tickets to travel bookings and on-ground spending in the cities they visit.

Speaking about additional experiences fans can expect in this collaboration, Danielle said that when they partner with artists like Laufey, their focus is always on creating experiences that feel authentic and meaningful for fans – enabling them to experience Laufey’s story–in this instance–her journey, and beliefs in ways that only Visa can do.

“The campaign film is one example, as the first of several combining Laufey’s love for travel with Visa’s seamless and secure payments that make exploring the world feel effortless. On the other hand, we also strive to bring fans up close and personal with Laufey throughout the A Matter of Time Tour with exclusive pre-show soundcheck experiences, photo opportunities, and more that enable fans to connect with Laufey on a deeper level.”

A broader move into music and live entertainment

It is worth noting that live music is a US$63b global industry, with Asia Pacific accounting for around 23% of that value. With that in mind, Danielle noted how music is woven into the fabric of Asia Pacific and together with live concerts and entertainment, it plays a central role in how they reinforce Visa’s brand relevance in the region.

“What we’re seeing in the region is a shift towards experience-led behaviours as consumers, especially younger segments like Gen Zs seek moments that feel personal and meaningful – be it travelling for a concert or following their favourite artists around the world,” she said.

Aside from their partnership with Laufey’s “A Matter of Time Tour”, Visa has recently been announced as the Official Payment Partner for the Asia leg of The Weeknd’s “After Hours Til Dawn” Stadium Tour. They are also the title sponsor of the popular K-pop awards event MAMA AWARDS through to 2029, and the Worldwide Tour Sponsor for BTS WORLD TOUR ‘ARIRANG’.

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Visa has also highlighted how musical mega-events show how culture drives commerce and the economy.

For instance, during the 2025 MAMA AWARDS, the brand noted that nearly 90% of overseas ticket buyers at the Visa Presale had not visited the city in the past year – showing how music can reinvigorate travel and boost the profile of cities to new traveller segments 

Moreover, BTS’ comeback concert on 21 March in Seoul attracted 18.4 million viewers worldwide. Foreign travel to South Korea also surged over 25% on the week of the concert compared to an average week, while travel spending climbed around 20% from an average week, showing that BTS is as much a magnet for K-pop fans as it is a springboard for tourism.

“Music is a core part of our Passion Pillars Strategy because it enables Visa to show up as an enabler, supporting fans in their journey from discovery to ticket access to travel and on-ground spending. When we get this right, we strengthen the Visa brand and drive meaningful growth for clients and partners,” she concluded.

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The initiative features stories from families and individuals in India, Australia, New Zealand, the Philippines, and Malaysia, with the campaign aiming to showcase how oral care plays a role in daily life across different cultures and communities.

According to the company, the campaign focuses on real-life narratives and personal experiences rather than traditional product-focused advertising.

“At the core of this initiative is a universal truth: the desire to protect one’s family, ensuring their health and well-being through every stage of life. This campaign showcases real people sharing their stories in their own words, about their lives, and the role of Colgate as a trusted, often unspoken, partner in their journey. “ said Samir Singh, EVP Marketing Colgate-Palmolive Asia Pacific.

The campaign highlights several stories across the region. In India, one story follows a multi-generational family running a sweet shop, where oral care has been part of their household routine for years. Another narrative features actor Prateik Smita Patil, who reflects on the legacy of his mother and the significance of her smile.

In Australia, the campaign includes the story of Patrick Cripps, a star from the Australian Football League, who grew up in a remote community with limited access to dental services. The story recounts how his mother emphasised oral care while he was growing up and how he now passes the same habits to his own child.

Meanwhile, the New Zealand segment highlights the company’s global oral health education programme, Colgate Bright Smiles, Bright Futures, which the company says has reached billions of children and families worldwide. The story focuses on a kindergarten teacher in Mayfield who encourages young students to build oral health habits.

In the Philippines, the campaign portrays a grandmother working overseas who sends balikbayan boxes home to her granddaughter, including oral care products, as a way to stay connected despite the distance.

“These are stories about growing up, about being away from home and coming back, about joy, disappointments, celebrations, ups and downs, about life, and most of all, about love. Colgate’s role in these stories is small but intimate, and completely authentic. We hope this will become a new way of communicating to people who are tired of hyperbole and exaggerated claims. Of telling human stories, simply and honestly.” Samir added.

The campaign will roll out across Asia-Pacific markets through multiple channels, featuring short films and storytelling content centred on everyday family experiences.

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According to the reports, international Muslim visitor arrivals are estimated at 186 million in 2025 and are expected to grow to 245 million by the end of the decade. The reports also note that baseline services such as Halal food availability and prayer spaces have become more established in many destinations, while newer expectations are emerging around safety, digital confidence and faith-aligned assurance.

Asia continues to play a significant role in the global Muslim travel market. The report estimates that the region attracted nearly 120 million Muslim visitors in 2024, accounting for around 65% of the world’s 176 million global Muslim travelers.

The study attributes the region’s strong position to connectivity, cultural diversity, established Halal infrastructure and proximity between major Muslim source markets and destinations.

Southeast Asia in particular is seen as well placed to capture future demand. Countries such as Malaysia, Indonesia, Singapore and Brunei are cited among preferred destinations for Muslim women travelers. The reports also identify Southeast Asia as a significant source market, accounting for around 5.8 million Muslim women travelers.

Beyond Muslim-majority countries, the reports point to growing opportunities for destinations that can make their Muslim-friendly services more visible and reliable to travelers.

In 2025, Muslim women travelers accounted for 90 million international arrivals, representing 48% of global Muslim visitor arrivals. This marks an increase from 63 million travelers and a 45% share in 2019.

The report notes that Muslim women are increasingly shaping travel planning across a range of travel types, including family vacations, solo travel, religious journeys, business trips and women-led group experiences.

Safety and comfort remain the most important factors in destination choice, cited by 60% of Muslim women travelers surveyed. Muslim-friendliness — including access to Halal food, prayer spaces and the ability to dress modestly without discrimination — was cited by 30% of respondents.

Digital platforms are also playing an important role in travel planning. The report found that 68% of respondents said social media influences their travel decisions, with Instagram identified as the most-used platform, followed by YouTube and TikTok. Artificial intelligence tools are also increasingly used by travelers to research destinations, plan itineraries and identify Halal-friendly services.

“Muslim travel is entering a more sophisticated phase, where confidence, inclusion and purpose are becoming as important as access and convenience,” said Aisha Islam, Senior Vice President, Customer Solutions Center, Southeast Asia at Mastercard. “Through the RIDA framework, destinations and businesses have a practical way to think about the full traveler journey from trusted digital information and secure payments to meaningful experiences that respect faith, culture, safety and personal values.”

The RIDA framework refers to the following:

• Responsible: support community-led tourism, environmental stewardship and regenerative travel practices. 
• Immersive: create deeper cultural, heritage and local experiences that go beyond sightseeing. 
• Digital: use technology, AI and secure digital payments to reduce friction and increase confidence. 
• Assured: build trust through verified Halal services, safety standards, inclusive infrastructure and consistent quality across touchpoints.

The reports highlight an opportunity for destinations to strengthen their appeal by making Muslim-friendly services more visible, verifiable and consistent.

Under the RIDA framework, destinations are encouraged to support community-led tourism and environmental stewardship, offer deeper cultural experiences, adopt digital tools such as AI and secure payment systems, and ensure reliable Halal services and inclusive infrastructure.

“For destinations, the opportunity is to move from availability to assurance,” said Raudha Zaini, Director of Operations, CrescentRating. “Muslim travelers are looking for experiences that are meaningful, inclusive and easy to trust. The destinations that clearly communicate their readiness and deliver consistently across the journey will be best positioned to earn long-term loyalty.”

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