Tag: Travel

Singapore – A striking 87% of Generation Alpha and Generation Z in Asia-Pacific (APAC) actively shape family travel plans, now positioning them as key decision-makers in the travel process. Moreover, with 78% of these young travelers expecting to travel at least once a year, they view travel as both a reward and essential for their personal growth. These statistics are according to the latest data from Hilton.

In the Asia-Pacific region, family travel is increasingly shaped by the preferences of Gen Alpha and Gen Z, with 87% of young travelers actively participating in planning their family vacations. This trend is particularly prominent in China (98%) and India (93%), where over nine in ten young people are somewhat or very involved in organizing trips. Additionally, 69% of parents in the region choose vacation destinations based on their children’s interests.

While young travelers play a significant role in selecting activities and destinations, logistical decisions such as dining (39%), transportation (38%), accommodation (32%), budgeting (20%), and trip duration (18%) remain primarily under parental control. This growing involvement highlights a shift in family travel dynamics, with younger generations taking the lead in creating memorable experiences, while still relying on their parents for practical planning aspects.

For Gen Alpha and Gen Z in APAC, travel serves as a path to self-discovery and personal growth, with 75% of young travelers expressing pride in the region’s global cultural influence and 73% eager to explore their heritage through travel.

APAC families also use travel to reconnect with their cultural roots, with 61% of parents choosing destinations that reflect their traditions and values. Beyond cultural exploration, 68% of young travelers view travel as an opportunity to enhance their education and personal development, a sentiment shared by 60% of parents who prioritize culturally significant destinations for their children’s growth.

Entertainment, sports, adventure, and meaningful family connections are top priorities for young travelers in APAC. Major sporting events, such as the Women’s ODI World Cup, Table Tennis World Championships, and the FIFA Club World Cup, are among the most sought-after in 2025, with 35% of young travelers planning trips around these events.

Close behind are nature events and camps (34%) like cherry blossom festivals and ski trips, as well as music concerts and festivals (26%), with K-pop concerts being particularly popular.

Young travelers across Asia-Pacific are enthusiastic about travel, with 92% having taken at least one trip in the past year. In countries like China, India, and Singapore, this trend is especially pronounced, with young travelers averaging two to three trips in the same period.

“This passion for travel is reflected in their future plans, with 88% of Gen Alpha and Gen Z in APAC likely to travel in the next year. Additionally, 72% take pride in exploring new destinations. These findings underscore the growing demand for travel among younger generations,” Hilton said in a press release.

The report also emphasizes the importance of technology in enhancing the travel experience for Gen Alpha and Gen Z. In APAC, families remain connected during their trips, with both parents and children spending up to four hours daily on their devices. Gen Z tends to be more engaged, averaging three hours online per day, compared to two hours for Gen Alpha.

Smartphones (64%), digital tablets (38%), and smartwatches (33%) are essential travel companions for these young adventurers, who primarily use their devices for streaming videos (55%), gaming (45%), and staying connected with loved ones through messaging apps (44%). Additionally, 42% use their devices for listening to music, and 30% share their travel experiences on social media.

Ben George, senior vice president and commercial director for Asia-Pacific at Hilton, said, “The growing influence of Generation Alpha on family travel signals a transformative shift in the travel industry – one that Hilton is excited to embrace. As these trends accelerate, we recognize the importance of adapting to evolving preferences. Hilton is set to exceed 1,000 hotels in APAC by 2025, and we’re focused on creating new experiences to capture the imagination of this emerging generation and their families.” 

Alexandra Jaritz, senior vice president of brand management for Asia-Pacific at Hilton, commented, “As Generation Alpha and Z step into the role of key influencers in family travel decisions, they are redefining the landscape of travel. Their evolving preferences are driving the industry to innovate, creating opportunities for more meaningful, immersive, and culturally enriching experiences that align with their value.”

She added, “As Generation Alpha and Z step into the role of key influencers in family travel decisions, they are redefining the landscape of travel. Their evolving preferences are driving the industry to innovate, creating opportunities for more meaningful, immersive, and culturally enriching experiences that align with their value.”

Singapore – Teads is aiming to redefine travel advertising with its ‘Teads Conversions’ solution, transforming the way travel brands achieve their business goals and engage with consumers in a post-pandemic world.

One of the standout features of Teads is its ability to suggest creatives using generative AI. As part of its ongoing efforts to innovate and enhance capabilities, the company has employed Teads Internal (Beta) tools powered by Generative AI. At Teads, their cutting-edge AI technology empowers clients to streamline their processes and deliver superior outcomes. By integrating advanced AI, Teads aims to stay ahead of the curve, maintaining a competitive edge in the industry. 

This approach enhances creative effectiveness while continuously optimizing top-performing assets through Dynamic Creative Optimisation (DCO). In addition, they provide detailed reports and insights that allow clients to track campaign performance and make data-driven decisions. Its consultative team offers support throughout the entire partnership, ensuring success every step of the way.

It is worth noting that Teads launched its Conversions solution as part of its Performance suite in 2023 . Having conducted over 260 campaigns (measured as opportunities with won & with spend) in the past year, Teads has supported clients engaged in direct e-commerce across 26 countries, optimising for objectives such as quality leads, purchases, and subscriptions on direct-to-consumer websites. 

Teads’ roadmap includes plans to export support of objectives on web and mobile platforms this year, delivering stronger results and increased efficiency through automation.

In terms of the overall trend in travel advertising, key markets such as Singapore, Australia, and Hong Kong have seen a substantial rise in media investment. Brands across various industries, including airlines, hotel chains, tourism boards, theme parks, and zoos, are doubling down on their advertising efforts. 

Moreover, the primary goals for brands are to boost brand awareness and, more importantly, achieve aggressive business objectives that were hindered during the pandemic. To accomplish this, they aim to make their media efforts more accountable by focusing on driving quality visits and conversions.

Data notes that compared to pre-COVID levels, the number of individuals planning to purchase an overseas vacation in the next 3-6 months increased by 11%, from 19% in 2019 to 21% in 2023. Similarly, those planning to purchase travel tickets in the next 3-6 months have increased by 13%, from 24% in 2020 to 39% in 2023.

Moreover, despite slow post-pandemic recovery and challenging economic conditions, airline brand Cathay Pacific have achieved significant business success with Teads’ Conversions. Cathay Pacific has credited Teads with significantly boosting flight bookings in key markets such as Hong Kong, Singapore, and Australia.

Vivian Chan, head of marketing communications at Cathay Pacific, said, “Collaborating with Teads on our digital advertising campaigns has revolutionized our business growth beyond traditional ad networks. Their expertise and strategic use of Teads Conversions have greatly enhanced our online presence and driven us to new booking heights in the highly competitive travel industry.”

She added, “Since day one, the Teads team took precious time to understand our unique business needs, target audience, and aggressive goals. They crafted a tailored strategy that perfectly aligned with our objectives, ensuring maximum ROI while maintaining high brand safety within a quality environment.”

Singapore – Klook, an activity booking platform, has launched ‘Money Can’t Buy Experiences,’ an activation offering free trips and experiences in celebration of its 10th anniversary. 

The experiences offered include a trip to Hong Kong Disneyland, snowboarding in Switzerland with world champion snowboarder Gian Simmen, and being a vet at Mandai Wildlife Reserve in Singapore. It also includes a chance to swim with whale sharks in the Maldives and dine underwater at Deep Dive Dubai.

“We know travellers are always searching for unique, shareable experiences, but rising costs can make these dreams feel unattainable. As the category leader in experiences, we wanted to go above and beyond for our users. That’s why, to celebrate our 10th anniversary, we’re giving back with these spectacular, once-in-a-lifetime experiences that truly embody what Klook stands for—creating unforgettable moments that last a lifetime,” Marcus Yong, vice president of global marketing at Klook, said.

“We’re empowering our users to embrace their ‘Main Character Energy,’ making them feel like the stars of their own adventures. It’s all about helping them create those once-in-a-lifetime moments that they’ll cherish forever,” Yong added.

Interested Klook users may register for their selected experience until Oct. 31 and only until Sept. 22 for the Hong Kong Disneyland trip. Klook is also set to unveil additional offerings in October as part of its 10th-anniversary celebration.

Manila, Philippines – Philippine Airlines (PAL), the flagship carrier of the Republic of the Philippines, has signed a full-year partnership with the Singapore Tourism Board (STB) to promote travel to Singapore. 

The partnership launched a year-long line up of activities highlighting PAL’s world-class flying experience and diversity of experiences that first-time and even repeat travelers can explore and rediscover in Singapore. 

Some activities include a campaign featuring content creators Laureen Uy with husband Miggy Cruz and lifestyle blogger and fashion designer Camille Co, complemented by a limited-time seat sale. With special deals on airfare bundled with accommodation and experiences, travellers are in for a treat. 

In 2023, the Philippines ranked as Singapore’s 6th largest source market for tourism, with nearly 700,000 visitor arrivals, marking an 84% recovery to 2019 visitor arrival numbers. As of June 2024, Singapore has welcomed close to 390,000 Filipino visitors. 

Capt. Stanley Ng, president and chief operating officer at PAL said, “Philippine Airlines is thrilled to once again partner with Singapore. Its dynamic culture has inspired the travels of countless Filipinos across our years of operations. Building on our shared success, we look forward to working together to create more opportunities for more Filipinos to experience how Singapore continues to be a world-class leisure destination.” 

Meanwhile, Melissa Ow, chief executive of STB, commented, “The Philippines is one of Singapore’s key markets and has recovered strongly with the support of longstanding partners like Philippine Airlines. They have been instrumental in reinforcing Singapore’s position as a vibrant lifestyle destination, where ordinary moments are transformed into extraordinary experiences. We are excited to bring our partnership with Philippine Airlines to the next level, and to welcome more Filipino travelers to Singapore soon.” 

Singapore – Klook is advancing its social commerce strategy by introducing a new booking feature on TikTok and investing in Kreator Labs workshops to empower Gen Z and millennial travellers.

Klook’s new partnership with TikTok enables users in seven Southeast Asian markets and Japan to discover and book travel attractions directly within the app, streamlining the process from inspiration to booking.

This new booking feature underscores Klook’s dedication to leveraging social media through its expanding Kreator influencer program. 

Klook is also investing in Kreator Labs workshops and partnerships to boost authentic user-generated content and expand the Klook Kreator program. Following notable growth in markets such as Taiwan, Australia, and the US, the program will now incorporate platforms like YouTube, allowing it to explore a broader range of formats to meet the increasing demand for genuine UGC.

With over 20,000 Kreators across 16 global markets, Klook will further invest in empowering these creators by enhancing their content creation journey. This includes supporting Kreator Labs workshops, facilitating discussions, and partnering with merchants to offer firsthand experience of activities.

Additionally, Klook will host a major gathering of travel content creators in September, bringing together over 130 global Kreators. 

Klook aims to leverage these advancements in social commerce to create new opportunities for its extensive network of merchants to connect with and engage the next generation of travellers.

Marcus Yong, vice president of global marketing at Klook, said, “Social media has become the go-to channel for travellers seeking inspiration on destinations and things to do. Klook is now able to bridge these travellers directly to the activities they discover on their feeds, enhancing our social-first approach in meeting the needs of the next generation of travellers.” 

Singapore –Asia-Pacific destinations now occupy half of the top 10 trending hot spots that have demonstrated the greatest momentum among travellers, the report from the Mastercard Economics Institute showed. 

According to the report, APAC is home to half of the world’s top 10 trending tourism destinations, with Japan emerging at first, followed by Malaysia on sixth, Australia on seventh, South Korea on eighth, and Indonesia on tenth. This is measured and ranked by the change in share of tourism transactions over the past 12 months ending March 2024. 

Japan tops the trending list worldwide after welcoming a record-breaking 3 million visitors from abroad in March 2024. This is by far the country’s highest level ever, a huge feat considering the numbers are recorded even before the peak travel season begins. 

The country’s favourable exchange rate is expected to help it remain the clear tourism frontrunner throughout 2024, benefiting Japanese businesses catering to tourists and the local economy overall. 

While APAC’s trending destinations continue to capture attention, Mastercard reports a notable rebound in passenger traffic, especially for shorter, intra-regional trips to top summer spots like Bangkok, Kuala Lumpur, and Perth. Consequently, Thailand’s tourism is poised for a full recovery in 2024, with visitor arrivals now just 7% below pre-pandemic levels in 2019. Bangkok currently sits at number 7 among the summer holiday hot spots, ranking behind Bali at six and Tokyo, which is leading in APAC at second. 

The report also recorded Chinese mainland domestic tourism rebounding while outbound travel continues to recover. The country’s travel dynamic has been affected by more Chinese tourists prioritising domestic trips over international ones. As of writing, international tourism traffic leaving the Chinese mainland continues to recover and is now at 80.3% of 2019 levels. 

And while outbound travel from the Chinese mainland continues to recover, the report also revealed that more Indians are travelling than at any time in history. In the first three months of 2024, 97 million passengers travelled through Indian airports, a figure that would’ve taken a whole year to achieve 10 years ago. This rise in figures is driven by a burgeoning middle class, additional route capacity, and a strong desire to travel.

Another interesting piece of data Mastercard’s report has unveiled is that travellers to APAC are vacationing longer and prioritising experiences over purchases. Excluding ANZ, tourists in APAC in 2024 are extending their trips by an average of 1.2 days to a total duration of 7.4 days, motivated by the affordability of destinations, warm weather, and favourable exchange rates. 

Among the APAC destinations with the longest increase in trip duration between 2019 and 2024 are India (+2 days), Vietnam (+2 days), Indonesia (+1.9 days), and Japan (+1.4 days), largely due to their lower growth in hotel prices during this period compared to other markets. This longer stay generally translates to more spending per trip, which benefits local economies. 

Consumers globally are also continuing to prioritise experiences over material goods. This is playing out in the travel sector, as spending on experiences and nightlife totals 12% of tourism sales—the highest point in at least five years. Meanwhile, retail shopping is recovering at a slower pace. 

Australian tourists are found to be the highest spenders globally on experiences and nightlife. In 2024, Aussies will spend one of every five dollars (19%) on these activities, significantly higher than the global average (12%). Tourists from the Chinese mainland are also increasingly seeking out experiences, spending 10% on this category in 2024, up from 7% in 2023. 

Finally, Mastercard’s report reveals that while tourists today generally favour laid-back vibes, they still seek out luxury retail and fine dining when these offer exceptional value for money. Notably, luxury fashion sales saw a significant year-over-year increase in the year ending March 2024, with Japan experiencing a 152% rise and Hong Kong SAR a remarkable 208% surge. Hong Kong SAR’s late reopening in 2023 contributed to its growth, whereas Japan’s increase is driven by a weak yen and strong inbound tourism.

Australia, India, and Thailand now enjoy burgeoning fine dining scenes, leading to premium dining outperformance compared to casual dining, which remains dominant elsewhere. 

David Mann, chief economist for Asia Pacific at Mastercard, said, “Consumers in the Asia Pacific region have an intense desire and willingness to travel and are becoming increasingly savvy to ensure they get the best value and unforgettable experiences from their trips. For tourism authorities, retailers, and the hospitality and F&B sectors, the bottom line is that costs matter. In today’s economy, foreign exchange rates and spending power have become vital components in driving a traveller’s assessment of value when they are making their plans. This suggests that businesses targeting tourism dollars need to review their current  strategies and shift them if necessary to maintain their appeal to travellers.” 

“Amidst the evolving tourism landscape and continuing surge in travel throughout 2024, the Mastercard Economics Institute aids businesses and policymakers in translating macroeconomic forces and data insights into actionable strategies at the country, category, and company levels, in addition to counselling on possible scenarios and the implications they have on demand,” he added. 

Singapore – Multinational hospitality company Accor has partnered with content studio Beautiful Destinations to launch its newest campaign that uses video content to inspire wanderlust and reinforce brand love. 

Accor’s strategic partnership with Beautiful Destinations came as the hospitality company recognised the limitations of conventional static imagery in capturing the essence of its lifestyle loyalty program, Accor Live Limitless (ALL). The collaboration aims to transform the way the hospitality industry connects with its consumers. 

Titled ‘For ALL The Travellers In You’, Accor’s latest campaign leverages innovative storytelling and dynamic content creation to showcase its brands and immersive destinations. 

While Asia, the Pacific, the Middle East, and Africa serve as the launchpad for the global activation of the project, Accor’s campaign is set to expand across the globe, creating content that resonates with audiences worldwide. 

The project, “From Dawn to Dusk,” explores cultural experiences across 21 Asian, Pacific, and Middle Eastern destinations, featuring 67 hotels with 20 more destinations coming soon. It aims to inspire travel and strengthen Accor’s digital brand presence by creating meaningful connections with audiences.

The pioneering campaign harnesses the power of video content, recognising that video is 80 percent much more memorable than text or images.This multimedia approach taps into emotions with storytelling that static content cannot match, resonating with the 85 percent of Asia-Pacific users who watch at least one video when planning their leisure trips. 

In addition to the “From Dawn to Dusk” content, the partnership has resulted in more than 2,000 high-quality photos, over 400 15-second cutdowns, and more than 400 vertical videos (5–15 seconds) so far. The campaign’s versatile content can be used to enhance event experiences, during member recruitment efforts, and as compelling brand pitch tools for partners and sales.  

Accor and Beautiful Destinations’ collaboration isn’t just about making content; it’s about spreading it effectively to boost bookings, brand awareness, and engagement. By combining Beautiful Destinations’ travel content know-how with Accor’s extensive portfolio of brands and hotels, every piece of content has a clear goal: to connect with audiences and deliver real business results. The initial phase of the partnership improved Accor’s marketing by presenting its hotels as exciting destinations, changing how consumers see them.

More than 1,000 committed Accor employees backed the initiative, with 300 stepping up as models to demonstrate their skills and exceptional service. This collective endeavour demonstrates Accor’s unified spirit and shared values, fostering cohesion among employees while empowering the group to communicate its brand narrative effectively. 

With Accor’s “For ALL The Travellers In You” campaign set to deliver tangible business outcomes, including heightened revenue and occupancy rates, the brand’s dedication to sustainability and exceptional guest experiences will be prominently highlighted. The campaign underscores the group’s commitment to innovation, excellence, and guest satisfaction, reaffirming its position in the hospitality industry.  

Kerry Healy, chief commercial officer for Middle East, Africa, Turkey & Asia Pacific, Premium, Midscale & Economy, at Accor, said, “We are incredibly excited about this groundbreaking initiative, which represents a pivotal moment for Accor in revolutionising hospitality marketing. Partnering with Beautiful Destinations brings an unparalleled level of reach, innovation, and stunning visual aesthetic to our campaign. With their extensive social media following and reputation for creating captivating content, we have a unique opportunity to showcase Accor’s leading brands and destinations to a global audience. This collaboration enables us to not only drive increased revenue and occupancy rates, but also to establish lasting connections with travellers around the world.”  

Jeremy Jauncey, founder and chief executive officer of Beautiful Destinations, shared, “We could not be prouder to have partnered with Accor in such a deep and meaningful way to support their marketing efforts and create content across Asia, Asia-Pacific, and the Middle East. It is widely understood that many guests now begin their travel planning on social media and with video content, so to provide what guests need at each stage of the consideration funnel, Accor is leading the way in hospitality marketing by launching such a comprehensive content strategy.” 

Singapore – Traveloka, a key travel platform serving the Southeast Asia region, has teamed up with the Hong Kong Tourism Board (HKTB) to expand travel experiences in the region. The collaboration comes at a time when Hong Kong’s tourism sector is experiencing a resurgence following the reopening of international borders.

To capitalise on this growing interest in Hong Kong, Traveloka is offering travel deals through its app that encompass flights, hotels, and other travel activities.

Moreover, the collaboration between Traveloka and HKTB aims to strengthen Traveloka’s position as a travel partner in Southeast Asia while promoting Hong Kong as a premier destination for travellers from the region.

Caesar Indra, president at Traveloka, highlighted the significance of this partnership, noting the increasing popularity of Hong Kong among travellers using the platform.

“Hong Kong is among the popular destinations on our platform, with sales of flight tickets to the city almost quadrupling in the fourth quarter of 2023 compared to the same period last year.” He emphasised that the collaboration with HKTB would further promote global destinations and encourage travellers to explore new experiences.”

Meanwhile, Liew Chian Jia, regional director of Southeast Asia at Hong Kong Tourism Board, emphasised the importance of partnering with Traveloka to enhance Hong Kong’s tourism potential. She also expressed aspirations to attract more travellers from Southeast Asia to explore Hong Kong and contribute positively to the aviation and hospitality industries in the region.

Singapore – Digital travel platform Agoda, has unveiled its latest foray in AI storytelling with ‘Travel in Colours’, which invites travellers to explore the world through a kaleidoscope of destinations that mirror the vibrant hues of Agoda’s logo.

Promising users with a colour filled journey, Agoda’s Travel in Colours is a curated collection of travel experiences designed to ignite wanderlust and inspire a viewers’ next vacation.

Specifically, the colours and destinations mirror Agoda’s logo with reds, yellows, emeralds, purples, and blues, giving users a diverse glimpse of locations and cultures for users to see and experience these places from their screens. 

This project leverages the latest AI technology with ChatGPT and Midjourney to create stunning, hyper-realistic images that capture the essence of each location. While not all images are 100% accurate representations, ‘Travel in Colours’ is a playful and inspiring testament to the joy of travel, designed to ignite the wanderlust within.

Talking about this initiative, Matteo Frigerio, CMO of Agoda, said, “We believe that the power of AI can bring a new dimension to travel storytelling, making it more engaging and accessible to everyone.”

“Agoda has always been at the forefront of digital innovation, and with ‘Travel in Colours’, we’re pushing the boundaries of how travel stories are told,” he added. 

GrabAds’ recent Southeast Asia Travel Insights 2023 report revealed that 72% of its in-app survey respondents are eager to travel abroad over the next 12 months. This number marks a substantial 84% increase since the reopening of borders – in just one year. This is a promising sign for brands in the travel and hospitality sector: it’s clear Southeast Asia’s travel resurgence remains underway – and primed to grow as Southeast Asia approaches the year-end festive period. 

With most Southeast Asian travellers now part of a growing middle-class, and are more digitally savvy, this new breed of travellers is not only shifting their spending online but gathering information via offline and online channels to explore options for their travel destinations. There are many opportunities for brands who understand the region’s hyperlocal insights to effectively target today’s Southeast Asian travellers. Here’s how brands can better prepare themselves to capture the year-end travel wave, based on GrabAds’ latest Travel Insights report:

Offering families a no-frills, no fuss and ‘stress-free’ travel experience

Families represent one of the most significant audience segments for 2023 travel, with 86% of those who plan to travel looking to go on at least one trip with others. With most schools across Southeast Asia closing for the year-end holidays, this is a high-value segment brands should look to prioritise. 

Based on GrabAds data, those travelling with families emphasised safety and convenience as top priorities. For example, when booking rooms, these travellers prefer having a family suite (65%), child-friendly amenities (58%) and child-proofing (43%). Group travelling can be tough in itself, what more with children along for the ride. Brands looking to win the wallets of family travellers need to convey a sense of comfort and assurance through their services – some ways of doing so include offering packages or services catered to 2 or 5 pax for greater planning convenience, and playing up family-friendly offerings in advertising campaigns. Through such efforts, brands can position themselves as trusted partners for such family travellers, setting the foundation for repeat business down the line. 

Present offers early as most travellers are planning ahead

Travellers are planning ahead more than usual. In fact, 86% of domestic travellers and 78% of international travellers mentioned that they’d prefer to book their own flights and rooms and are likely to use local operators for activities. This opens up upselling opportunities to travel industry players across the spectrum of travel activities. This includes airline companies and hotel chains that could influence travellers’ decision-making at the beginning stages of itinerary planning by featuring activity packages on their pages or apps. Hotels and travel agencies can also consider providing curated tours as an additional perk to guests, from downloadable recommended travel itineraries to help travellers plan their trips better, to even having the concierge assist them with on-demand ground arrangements.

With 47% of Southeast Asian travellers preferring to stick to their budgets, the trick to effective upselling is to engage travellers early. Brands can consider providing helpful tips and travel hacks early into the planning phase while incorporating how their products and services can help travellers have fun yet safe experiences in their marketing messages. This will ensure travellers factor these potential purchases into their budgets well before it’s fixed. 

More travellers are now investing in essentials for worry-free wanderlust

Travel insurance is becoming an absolute must-have – no doubt due to the Southeast Asian traveller’s preference for no surprises and the post-pandemic need for peace of mind. According to GrabAds data, the percentage of people likely to purchase travel insurance has almost doubled, rising from 36% in 2021 to 62% in 2023.

It will be important for travel insurance brands to address concerns about personal accidents, medical costs or lost baggage in order to resonate with potential travellers – and most importantly, help travellers gain a sense of security and peace of mind during their holidays. 

Repeat travel means more chances to build on loyalty

A 2023 customer intelligence report revealed that 9 out of 10 consumers in the Asia Pacific prefer to shop when a brand offers a loyalty programme. Yet, GrabAds data revealed that over two-thirds of Southeast Asians are unaware that such programmes exist when booking travel accommodations.

This presents an opportunity to educate potential travellers about hotel loyalty programmes and their advantages. To achieve broader reach, for instance, brands could work with non-travel partners in the region, such as superapps or other retail media platforms, to create gamified or incentivised campaigns with user-friendly redemption mechanisms. 

With leisure travellers looking at around three trips in the next 12 months, the current landscape indicates a promising prospect for travel and hospitality brands to embark on these educational campaigns to encourage traveller loyalty. The upcoming festive travel peak is as good a time as any to start. In the long term, such efforts to reach and engage with travellers with a high propensity for repeat business are likely to yield a higher return on investment.

Hyperlocal insights to stay on top of the year-end battleground 

In the modern travel landscape, travellers are in pursuit of more than just a transactional interaction with brands, beyond mere transportation or bed and breakfast – the latest GrabAds data from its users reveal that the travel experience today’s Southeast Asian consumers are now looking for encompasses everything from pre-trip discovery, extending through to post-care and loyalty schemes for travellers.

To cover the entire spectrum of experience, brands should turn to data and insights to transform their offerings and reinvent the ways in which they reach out to travellers, anticipate their needs and address their concerns. As a matter of fact, these insights are now more readily available than ever with travellers discovering brands and making purchases online. 

The year-end festive period will be the next key battleground for travel and hospitality brands looking to capture travellers’ hearts. Looking ahead, the real challenge for brands is not merely tapping into this demand, but building long-term connections with consumers that come back time and again for their travel needs. 

It is through understanding local trends, cultural nuances and hyperlocal dynamics, that brands can more effectively serve as the ideal companion travellers need in their pursuit of an authentic, superior travel experience – both right now and in the future. 

This article is written by Jennie Johnson, Head of Marketing, GrabAds

The insight is published as part of MARKETECH APAC’s thought leadership series under What’s NEXT 2023-2024. What’s NEXT 2023-2024 is a multi-platform industry initiative which features marketing and industry leaders in APAC sharing their marketing insights and predictions for the upcoming year.