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The modern-day traveller is craving for better experiences. With ongoing macroeconomic uncertainties, the unprecedented demand for impeccable services, and an ever-expanding digital ecosystem poised to revolutionise the travel industry, marketers have a rather challenging and quickly evolving environment to navigate. To remain competitive, travel brands must compare strategic options to the best practice standards and look for ways to stand out. The 2024 benchmarking report brings in first-hand experiences from industry veterans, unfolding some major challenges, trends and opportunities.

Fasten your seatbelts! The travel industry is experiencing a high-altitude transformation, driven by mobile-savvy explorers craving seamless journeys. Lufthansa Innovation Hub (LIH) in APAC is seizing this opportunity to launch groundbreaking innovations, including a global digital payment network tailored for mobile-first travellers. This case study seeks to uncover the world of digital payments, with an extensive focus on fostering loyalty amongst customers, streamlining processes for customer acquistion and revenue growth, and solidifying partnerships to pave the way for success.

The Asia Pacific travel industry is experiencing a resurgence, with ASEAN traveler spending projected to surpass pre-pandemic levels by 2024. Digitalization presents travel brands with boundless opportunities to get closer to customers and serve their needs. Yet, without the right calibration, digitalization can waste substantial resources, potentially leading to miscommunication, offering unsuitable products or brand value propositions, and delivering messages at the wrong time or frequency on the wrong channel. Challenges such as inflation and structural hurdles also loom, potentially delaying a full recovery by 2023.

We examine the underlying drivers, innovative technologies, potential opportunities and challenges in ensuring long-term resilience, continued growth and future success. This report deconstructs these questions to bring you the latest strategies, tools and insights that enable you to make informed decisions and thrive in this new age of travel. How did the Asian travel industry fair so well? What recent technology innovations have played a pivotal role in the travel industry’s recovery? How are trends like revenge, blended and regenerative travel paving the future and reshaping the landscape as we know it? What are the new customer personas and how can you engage travellers holistically? We explore the emergence of new traveller personas, such as the conscious travellers who turned their gaze towards sustainability, environmental conservation and community development and what frameworks and technologies you need to put in place in response to the growing trends that have transformed travel throughout Asia.

Enhanced customer satisfaction with higher customer engagement, increased customer loyalty and retention, higher business opportunities to maximise upselling and cross-selling, these are positive impacts when businesses deliver customer communication. Wyndham Destinations realised their customers were lacking the understanding of their products and properties due to the company's inadequacy of communications. This case study covers the solutions they took, resulting in positive results such as a significant 42% decrease in customers complaints.

Travel had to come to a standstill for the world to wake up to its importance. In an industry governed by change, be it societal, cultural or economic - what emerged following the disruption of the last few years are major shifts in consumer mindset, spending and lifestyle. What does this mean for travel? A complete overhaul in the way brands market, engage and capture the hearts of travellers, redefined by the personal priorities of consumers today.The Digital Travel Asia ‘Travel Transformation: Defining Travel in 2023’ toolkit is a collection of case study examples, strategies and deep dives to help you embrace change, navigate uncertainty, enhance your foundations and re-focus on growth to capitalise on emerging trends and re-align your brand amidst the changes in travel today.