Tag: Travel

Kuala Lumpur, Malaysia – Malaysians are hitting the road again—but this time with more planning, greater purpose, and an increasing reliance on digital platforms. New insights from TNG Digital reveal how travellers are reshaping their journeys in 2025, signalling major shifts in behaviours, motivations, and spending patterns.

Domestic travel remains a mainstay, with 60% of users exploring destinations within Malaysia. But outbound travel is surging. Nearly 40% are visiting Southeast Asia, while 30% are venturing to East Asia, with Japan, Korea, and Hong Kong leading the way.

This reflects a traveller who is confident with cross-border journeys, yet still rooted in the region—offering marketers fertile ground for regionally relevant campaigns, co-branded travel initiatives, and cultural storytelling that resonates beyond borders.

Moreover, Malaysians are travelling in diverse ways: 32% plan family getaways, 27% travel solo, 23% opt for group trips with friends, and 18% seek couples’ retreats. Each segment comes with distinct motivations and spending behaviours, making persona-based targeting not just strategic—but essential.

The report also reveals why behind travel is taking centre stage, with exploration and new experiences topping the list of motivations (52%), followed by event-based travel such as festivals and concerts (29%), visits to loved ones (29%), and business trips (17%). For marketers, this means experience-led content—aligned with cultural calendars and passion points—is more powerful than destination promotion alone.

Travel planning now spans extremes—42% of travellers are booking a year ahead, while 18% wait until the last minute. Despite the contrast, over half (52%) prefer to book directly through hotel or airline websites. Marketers are encouraged to adopt a dual-track approach: inspire long-term planning, while also being ready to convert short-term intent.

Integrated ecosystems are gaining traction—where users can seamlessly book airport transfers, event tickets, or travel guides from within their digital wallets.

A striking 79% of TNG eWallet users now purchase travel insurance, citing concerns such as lost luggage (55%), medical issues (49%), and flight delays (40%). Travel insurance has shifted from a nice-to-have to a travel essential—especially when offered directly through trusted digital channels.

In addition, 42% of users purchase travel e-SIMs before leaving, and 37% activate roaming plans in advance. Telcos and digital service providers have a clear window for engagement: bundle travel passes with connectivity, insurance, and rewards to deliver added value and convenience.

Abroad, cards remain dominant—used by 73% of travellers—while 54% still carry cash. But QR payments are quickly catching on, now used by 18% of Malaysian travellers, especially in QR-friendly markets. TNG eWallet is already expanding QR payment acceptance across Asia, enabling real-time, cross-border digital spending.

Instead of segmenting by income (B40, M40, T20), the report highlights a shift toward behavioural segmentation. Whether budget-conscious or experience-driven, what sets travellers apart is how they engage digitally and what drives their travel choices.

For instance, B40 users focus on affordability, M40s seek value-adds, while T20s prefer premium, frictionless experiences. Understanding the digital signals behind these behaviours helps brands craft more personalised, effective engagement strategies.

“Malaysians are not just travelling more—they’re travelling differently,” said Wong Chee Mun, head of merchant services (business) at TNG Digital. “TNG eWallet isn’t just a payments platform—it’s a billboard, a travel agent, and a search engine rolled into one. We help turn awareness into action by enabling relevant, contextual, and seamless experiences at every step.”

As digital becomes central to how Malaysians travel—from research to booking, payment, and even insurance—marketers who can embed themselves into this journey stand to gain more than just visibility. They gain trust, relevance, and long-term loyalty.

Hong Kong – Klook has teamed up with Grey Hong Kong to launch its latest campaign, spotlighting the joy of instinctive, unplanned travel — told through the whimsical lens of a goose on the loose.

Titled ‘Go Wild with Travel (Klook 我要放飛)’, the campaign reframes travel for Hongkongers as a spontaneous and liberating escape. It draws on insights from Klook’s Travel Pulse study, which indicates a growing preference among travellers for meaningful, experience-driven journeys that prioritise emotion and exploration over structure.

At the centre of the campaign is a goose — a symbolic stand-in for today’s free-spirited traveller. Bold, impulsive, and unbound, the goose embodies the campaign’s message. With the Cantonese word for “goose” sounding similar to “me”, the character also carries a local and personal resonance.

The campaign’s launch was marked by a faux out-of-home activation that stirred curiosity online: Hong Kong’s iconic goose statue appeared to have taken flight. The stunt quickly gained traction across Instagram and Threads, fuelling speculation and buzz.

Brought to life through AI technology, the campaign blends tech and storytelling to capture attention in unexpected ways. It will continue to roll out through the summer, with on-the-ground activations and social content designed to engage citywide audiences.

Duffy Lau, managing director at Grey Hong Kong, said, “Inspired by the old tale of the Ugly Duckling, the campaign is about how a journey can help you find your place in the world — not by fitting in, but by following your own path. Klook has always been about discovery. Our job was to help that spirit take flight in a way that feels fresh, fun and deeply local.”

“The entire campaign was built using AI to open creative possibilities. We brought the goose to life and let it travel the world — turning a simple idea into something people could spot, share and smile at,” added Rick Kwan, executive creative director at Grey Hong Kong.

Building on the momentum of last year’s campaign and the recent global initiative ‘The Best You’, the latest effort signals a shift in focus — from rigid planning and checklists to travel guided by instinct, curiosity, and discovery.

The campaign also highlights Klook’s PLAY, STAY, and MOVE services — designed to support spontaneous travel through curated experiences, bundled stays with transport, and seamless mobility across regions like Japan and Europe.

Winnie Chan, marketing director at Klook Hong Kong & Macau, explained, “Forget travel bucket lists — travel doesn’t always require a plan. At Klook, we believe ‘best’ is personal. Our PLAY, MOVE and STAY offerings are designed to unlock meaningful adventures and help you discover your best self through travel.”

“As a tech-driven travel company, innovation is part of who we are — it’s in our DNA,” she added.

Singapore – International Muslim traveller arrivals are projected to reach 245 million by 2030, according to a report by Mastercard and CrescentRating. Seeing the substantial growth in the Halal travel sector, the report shows an expected rise in travel spending to US$230 billion.

Mastercard and CrescentRating’s report indicates a surge in international Muslim travel, emphasising its rising economic impact in the industry. According to the report, international Muslim arrivals reached 176 million in 2024, a 25% increase from 2023.

The report identifies the trend of smart apps shaping Muslim travel preferences. Muslim travellers are increasingly using digital tools for faith-aligned services and personalised experiences. 

With the rise in Muslim travel, there is a growing demand for alcohol-free environments, Halal-certified dining, prayer facilities, and gender-segregated amenities. Women are also driving demand for safer and inclusive spaces.

Meanwhile, younger Muslim travellers are increasingly opting for solo adventures, prioritising autonomy. There is also a rising interest in tech-free, spirituality-focused escapes.

In terms of leading destinations, Malaysia maintains its top position among Organisation of Islamic Cooperation (OIC) destinations, recognised for its accessible Halal-friendly services. Türkiye, Saudi Arabia, and the United Arab Emirates are also notable destinations.

Among non-OIC destinations, Singapore continues to lead due to its emphasis on inclusivity. Meanwhile, Thailand and the Philippines are emerging as Muslim-friendly destinations in Southeast Asia. Other significant non-OIC destination includes Hong Kong and Taiwan due to Muslim-friendly infrastructure and restaurants. 

Fazal Bahardeen, founder & CEO at CrescentRating, said, “As we launch the 10th edition of the Mastercard-CrescentRating GMTI, we celebrate an eleven-year journey of innovation with Mastercard. This report is a catalyst for change, shaping tourism policies globally. Together with Mastercard, we remain committed to building a travel ecosystem rooted in understanding, inclusivity, and excellence, ensuring travel continues to bridge cultures and celebrate diversity.”

Safdar Khan, division president, Southeast Asia at Mastercard, said, “Tourism is a powerful driver of economic growth in Southeast Asia, supporting job creation, empowering local tourism businesses, and advancing national development agendas. Mastercard remains committed to working with governments, tourism authorities, and industry partners to elevate travel through inclusive growth, digital innovation, and data-driven insights. The 10th edition of the Mastercard-CrescentRating GMTI reflects a long-standing collaboration built on shared purpose to help shape a more resilient, inclusive, and opportunity-rich travel ecosystem.”

Singapore – Singaporeans are planning to embark on more trips in 2025, with a significant portion planning multiple holidays, according to a survey by research company YouGov for fintech company Revolut. However, more are experiencing financial anxiety due to travel costs.

YouGov and Revolut’s survey shows that over 25% of Singaporeans have either taken or plan to take at least three leisure trips in 2025, while more than half are set for one or two holidays.

Among Singaporeans, Malaysia is the top popular destination (43%), followed by Japan (36%) and China (30%). This outbound travel trend is largely driven by 25 to 44-year-olds, who comprise 59% of all international spending.

Despite the increase in travel, luxury experiences remain a niche for most Singaporeans. 89% of Singaporeans allocate less than 30% of their travel budget to luxury experiences. Only 1% dedicate 71 to 100% of their budget to high-end travel, indicating a preference for a more value-conscious approach.

The majority of Singaporean travellers opt for a blend of mid-range and budget-friendly choices. 46% of respondents allocate 0-30% of their travel to budget options, while 17% dedicate 71-100% of their trips to budget-friendly choices.

Moreover, a significant portion of Singaporean travellers are planning to work during their trips in 2025. 30% of Singaporeans are planning to go on a workation, similar to the 2024 data.

Despite the eagerness to travel, financial concerns remain a major hurdle. The survey identified unexpected expenses and emergencies as the top financial worry for 47% of Singaporeans when travelling. Other significant concerns include card fraud or security risks (38%), overspending (38%), hidden costs (37%), and high exchange rates (36%).

Even in the digital age, 17% still face limited bank access abroad and struggle to track expenses in real-time. Some also worry about the affordability of travel insurance. Only 10% of Singaporeans reported having no financial concerns when travelling.

“Revolut was founded on the belief that money shouldn’t get in the way of exploring the world. From real exchange rates with no hidden fees, to multi-currency wallets, instant spend alerts and on-the-go fraud protection, we’ve built tools that help travellers move smarter, safer, and with total control. As work and life become more global, Revolut is uniquely positioned to support this next chapter — wherever the journey leads,” Ashley Thomas, head of strategy & operations at Revolut Singapore, said.

India – As part of its latest campaign, Agoda has unveiled an AI-driven vacation planner for Indian travellers, created in partnership with Google AI.

Developed using Google’s Gemini and Imagen models, the new tool combines AI-driven natural language understanding with Agoda’s global inventory of travel offerings to generate customised destination and itinerary recommendations. The ‘AI Vacation Planner’ is designed to respond to user preferences and travel intent, delivering detailed, personalised itineraries within seconds.

Gemini processes input from travellers to identify their needs and interests, while Imagen transforms the resulting itineraries into visually rich, interactive presentations. Users can download and share their tailored travel plans, which may also include platform-exclusive discounts.

“At Google, we believe in empowering visionaries to transform industries. Our collaboration with Agoda is a perfect example, as we collectively embark on a journey to truly reimagine travel – moving beyond simple bookings to instantly personalised, vividly inspiring journeys for every traveller, powered by advanced AI,” said Pulkit Lambah, industry head for travel at Google Asia Pacific. 

Agoda says the tool draws from over 5 million properties, 130,000 flight routes, and 300,000 activities available on its platform, simplifying the process of trip planning for users seeking curated travel suggestions.

The campaign targets a range of traveller profiles through Google’s AI-enhanced ad tools across YouTube and Google Ads. Agoda also partnered with creative agency Kulfi Collective and AI studio TrueFan for campaign development.

As part of the promotional effort, Bollywood actor and Agoda brand ambassador Ayushmann Khurrana appears in the role of “Chief Wellness Officer”, Mr Vacaywala. In the AI-generated videos, Khurrana offers personalised, budget-friendly travel suggestions and narrates itineraries tailored to individual users.

The AI Vacation Planner is available to Indian users through AgodaVacationPlanner.com and will remain live until 30 June. Promotional efforts will continue across YouTube and Meta platforms throughout the campaign period.

Gaurav Malik, country director of India, Sri Lanka, and Nepal at Agoda, shared, “Imagine travel planning that’s as exciting and smooth as the journey itself. That’s what we’ve achieved by blending Google’s advanced AI models with Ayushmann Khurrana’s dynamic Mr Vacaywala. On the campaign website AgodaTravelPlanner.com, we’ve redefined the travel planning experience to be both personal and inspiring, and we’re absolutely thrilled to make this available to Indian travellers this month!” 

Kuala Lumpur, Malaysia – Malaysia Airlines is ramping up its digital transformation efforts through an expanded strategic partnership with tech giant Google. The collaboration, first launched in 2024, will now focus more intensively on artificial intelligence, personalised marketing, and digital innovation across the airline’s operations.

The announcement marks a new chapter in the airline’s strategy to enhance customer engagement and streamline services. Under a newly formalised Joint Business Plan, the partnership aims to embed Google’s AI technologies — including Gemini and image-to-video tool Veo — throughout the traveller experience.

One of the recent highlights of the collaboration was an interactive AI showcase at the MATTA Fair, where visitors were able to use Veo to turn personal photos into short videos. This experience tied into Malaysia Airlines’ “Time For” campaign, demonstrating how emerging technologies can create more engaging, shareable travel content.

“This is about transforming how we connect with our customers — from inspiration to booking, to every interaction across the journey,” said Dersenish Aresandiran, chief commercial officer of airlines at Malaysia Aviation Group (MAG). “By leveraging Google’s advanced technology and global expertise, we’re unlocking new opportunities, enhancing the travel experience, and reinforcing Malaysia’s appeal as a world-class tourism destination.”

The partnership will prioritise four main areas:

  • AI-Powered Marketing: Utilising Google’s Performance Max and Search tools to deliver data-driven campaigns.
  • Global Brand Expansion: Launching YouTube marketing campaigns across key markets including the UK, Australia, New Zealand, Japan, and ASEAN.
  • Innovation Acceleration: Cultivating a culture of experimentation to test new digital ideas quickly.
  • Customer Data Integration: Enhancing loyalty programmes and premium offerings through first-party data insights.

Farhan Qureshi, Google Malaysia’s Country Director, said the partnership highlights the power of combining technology and creativity. “Together, we’re pushing boundaries to deliver more relevant, intuitive, and engaging experiences for travellers worldwide,” he said.

The strengthened alliance comes as Malaysia Airlines positions itself as a key player in regional aviation ahead of Visit Malaysia 2026, the country’s upcoming tourism campaign. The airline aims to become a digital-first carrier and support Malaysia’s goal of being the gateway to Asia.

The collaboration also reflects a broader trend in the aviation industry, where digital capabilities are becoming central to both customer satisfaction and commercial success.

Singapore – Marketers in Southeast Asia (SEA) are prioritising retention (65%) and brand building (64%), according to a report from partnership management platform impact.com. The report highlights how businesses and consumers are navigating the travel industry amidst changes in preferences and consumer expectations.

impact.com’s report highlights how many SEA marketers still prioritise online advertising to drive bookings, trusted only by 27% of Singaporean and 18% of Australian travellers. This reliance on less trusted channels amidst rising ad costs and competition underscores the need for marketers to rethink their strategies.

Peer recommendations and word-of-mouth referrals emerged as top influences for travel-related purchases, trusted by 62.5% of travellers in Singapore, 67.5% in Australia, and 75% in China.

In Singapore, a significant 68% of travellers place their trust in review and comparison sites, aligning closely with China (72%) and surpassing Australia (59%). This presents an opportunity for brands to strategically embed affiliate links within relevant travel content and guides to capture consumer intent.

Meanwhile, savvy travel brands are increasingly working with influencers, affiliates, online travel agencies (OTAs), and premium publishers to elevate their partnership strategies. While 27% still rely on OTAs and aggregators to reach high-intent audiences, high commission fees leads them to re-evaluate. 

Some marketers (25%) see affiliate marketing as a growing priority, attracted by its performance-based structure that rewards partners on successful bookings. It also caters to consumer demand for cashback, loyalty perks, and discounts.

A significant number of marketers intend to focus on online advertising (27%) and OTAs (28%). However, some are starting to shift to channels like affiliate marketing (15%) and influencer marketing (11%). 

The report also highlights that 45% of Singaporean travellers trust affiliates while 63% favour influencers. These trust levels reach 50% and 68% in Australia, and 59% and 75% in China, respectively.

Adam Furness, managing director APJ at impact.com, said, “The modern consumer demands trust, transparency and authenticity, and they turn to their communities and trusted sources of information to guide their purchasing decision. The brands that thrive are balancing acquisition with retention and community-building through partnerships with affiliates, influencers, publishers, customer advocates and more. This report highlights how partnerships can help marketers increase revenue and build valuable connections with travellers through authentic content, recommendations and reviews.”

Singapore – Klook has announced US$100m in funding led by growth investment firm Vitruvian Partners. The latest investment underscores continued confidence in Klook’s vision, market leadership, and operational excellence as the company accelerates its efforts to capture the fast-growing market of next generation travelers and deepen its reach across Asia-Pacific.

The investment from Vitruvian Partners, known for backing high-growth, category-defining companies, brings a wealth of expertise and global perspective to Klook’s next phase of growth. 

With a strong track record of supporting travel innovators and scaling global businesses, Vitruvian’s partnership reinforces Klook’s ambition to expand its reach, and solidify its position as a category leader.

Marking its 10th anniversary in 2024, Klook has been instrumental in redefining how travelers discover and book in-destination experiences. The company has facilitated millions of seamless travel moments, empowered local businesses, and contributed US$7.2b in GDP and supported over 219,000 jobs in Asia-Pacific, reaffirming its pivotal role as a key economic engine in the region’s tourism sector.

Ethan Lin, CEO and co-founder of Klook, said, “Over the past decade, Klook has established itself as the go-to platform for travel experiences in Asia Pacific, reimagining how travelers discover and connect with destinations. With the region set to remain the heartbeat of global tourism, Klook’s strong brand, extensive supply network, and deep local expertise position us to deliver even greater value to the next generation of experience-driven travelers across the world. We are excited to welcome Vitruvian on this journey.”

Meanwhile, Sophie Bower-Straziota, partner at Vitruvian Partners, commented, “We are thrilled to partner with Klook at this pivotal moment in its journey. Klook’s track record of innovation, commitment to customer experience, and deep market expertise make it uniquely positioned to lead the transformation of travel experiences in Asia Pacific. We believe Vitruvian’s investment and its deep thematic expertise in the global travel experience market will help further drive Klook’s growth by strengthening its operational capabilities and expanding its reach.”

The newly secured capital will drive Klook’s next phase of growth and innovation. Through its expanded AI partnership with Google Cloud, the company plans to enhance customer experience, merchant operations, and internal productivity. Klook is also future-proofing the tourism sector through digital transformation and fostering community impact in collaboration with tourism boards across Asia-Pacific.

Moreover, a recent agreement with the Philippine Department of Tourism (DOT) exemplifies this approach, accelerating the digital transformation of the country’s tourism sector and improving access to authentic local experiences.

Kuala Lumpur, Malaysia – Malaysia Airlines has kicked off the new year with the launch of its global ‘Time For’ marketing campaign, encouraging travelers worldwide to embrace the thrill of exploration and make 2025 a year filled with unforgettable adventures. This initiative seeks to inspire people to delve into new experiences, immerse themselves in rich cultural landscapes, and create lasting memories with every trip. 

Positioned as the premier gateway to Asia and beyond, Malaysia Airlines offers outstanding travel experiences underpinned by its signature Malaysian Hospitality. The campaign also highlights Malaysia’s global appeal through initiatives like tram advertising in Melbourne and branded taxis and buses across the UK. 

These efforts support the ‘Visit Malaysia’ 2026 initiative, presenting the nation’s vibrant charm to a worldwide audience.

As part of the ‘Time for’ campaign, Malaysia Airlines is introducing a global sale offering discounts of up to 20% on fares to more than 60 destinations. The promotion runs until 22 January 2025, providing passengers with the opportunity to access a range of services, including personalised onboard dining through the ‘Chef on Call’ menu, premium amenity kits, and the newly launched MH Young Explorers Club, which caters to families traveling with children. This includes features such as priority check-in, family boarding privileges, and kids’ menus, along with activity packs for young travelers.

Dersenish Aresandiran, chief commercial officer of airlines at Malaysia Aviation Group, said, “Our “Time For” marketing campaign is more than just a celebration of travel; it’s an invitation for the world to discover Malaysia and connect to the best of Asia and beyond. Malaysia Airlines is committed to positioning Malaysia as the ultimate gateway to this vibrant region while showcasing the warmth and diversity of our culture.”

He added, “With curated offerings such as our Best of Asia and Chef-on-Call menus and thoughtfully designed in-flight experiences, we’re setting a new standard for memorable journeys that truly embody Malaysian Hospitality. There’s never been a better time to travel with Malaysia Airlines.”

Manila, Philippines – In a historic first for a Philippine company, Cebu Pacific took over Dubai’s Burj Khalifa with a “Fly to Happy, Fly to the Philippines” projection show, celebrating the most iconic reasons to visit the Philippines in 2025. 

Projected onto the world’s tallest building, the show captured the warmth and smiles of Filipinos, alongside the natural beauty of the Philippines, including the world-famous beaches of Boracay, Palawan and Cebu as well as breathtaking sites like Mayon Volcano in Legazpi, the Chocolate Hills in Bohol and Mt. Apo in Davao.

Through this campaign, Cebu Pacific aims to invite travelers around the world to experience the wonders of the Philippines and offer Filipinos in the United Arab Emirates (UAE) a nostalgic view of home. 

To bring this experience within reach to more passengers, Cebu Pacific has also launched a special seat sale from November 22 to 30, 2024. Passengers from major international hubs—including Hong Kong, Singapore, South Korea, Australia, and the Middle East—can now book discounted flights to the Philippines for travel in early 2025. 

Xander Lao, president and chief commercial officer at Cebu Pacific, said, “We’re proud to share a piece of home on such a grand stage. This is a celebration of Philippine pride and an invitation for travelers to connect with the unique beauty, culture and warmth that our country offers.”