Overview
Global partnership management platform impact.com and Digital Travel Insights have launched their first travel marketing insights report titled Beyond the Booking: Where APAC Travel Brands Are Investing for Growth. This study offers insights from 100 marketing leaders across Southeast Asia and 1,200 travelers from Singapore, Australia, and China, addressing how businesses and consumers are navigating the evolving travel landscape.
Key Findings
- Brand Reputation: More than 70% of travelers in the APAC region consider brand reputation critical when booking.
- Consumer Preferences: Current marketing strategies must adapt to shifting consumer priorities that demand trust, transparency, and authenticity.
- Partnerships: Effective marketing involves leveraging partnerships with affiliates, influencers, and trusted sources.
- Digital Channels: Online advertising remains prevalent, but many travelers express skepticism toward these channels.
Remarks from Adam Furness
“The modern consumer demands trust, transparency, and authenticity… This report highlights how partnerships can help marketers increase revenue and build valuable connections through authentic content.”
Importance of Recommendations
Peer recommendations and word-of-mouth continue to be the leading influences on travel-related purchases, indicating a need for brands to strategize effectively around consumer trust.
Conclusion
As brands adapt post-pandemic, focusing on building reputation and trust via partnerships presents a critical opportunity for long-term growth in the APAC travel sector.
