impact.com, in partnership with Digital Travel Insights (by WBR), released a travel marketing insights report titled Beyond the Booking: Where APAC Travel Brands Are Investing for Growth. This research incorporates insights from 100 Southeast Asian marketing leaders and 1,200 travelers from Singapore, Australia, and China, revealing how brands and consumers navigate the changing travel landscape. It emphasizes shifting preferences and the necessity for marketing strategies that align with rising consumer expectations.
The report illustrates how brands are revamping their marketing approaches in light of diminished travel demand post-pandemic, leading to a significant focus on customer retention (65%) and brand-building (64%). Despite this, many Southeast Asian marketers still favor online advertising, a medium found trustworthy by only 27% of Singaporean and 18% of Australian travelers for purchasing inspiration. To tackle increasing ad expenses and competition, a radical reassessment of marketing investments towards more reliable channels, such as influencers and collaborative brand efforts, is crucial.
“The modern consumer demands trust, transparency, and authenticity, turning to communities and trusted information sources for purchasing decisions,” said Adam Furness, Managing Director APJ at impact.com. (“Les consommateurs modernes exigent confiance, transparence et authenticité, se tournant vers leurs communautés et des sources d’information fiables pour guider leurs décisions d’achat.”)
Key insights from the report include:
Understanding and Engaging the Evolving Traveler
APAC travelers are digitally adept and discerning, with peer recommendations and word-of-mouth referrals seen as major influences on travel-related purchases, trusted by 62.5% of Singaporean travelers, 67.5% in Australia, and 75% in China. Despite this, numerous brands underinvest in these high-trust channels, revealing a key area for growth.
The Role of Partnerships in Driving Growth
In Singapore, 68% of travelers trust review and comparison sites, a figure consistent with China (72%) and higher than Australia’s (59%). This presents a chance for brands to incorporate affiliate links in travel content, capturing customer intent early in their decision-making journey.
Savvy brands expand their partnership strategies by teaming up with influencers, affiliates, OTAs, and premium publishers to enhance booking conversion rates. The report also highlights the critical opportunities, trends, and business priorities shaping the travel and hospitality sectors for the year ahead.
