SINGAPORE – In its inaugural APAC travel marketing report, “Beyond the Booking: Where APAC Travel Brands Are Investing for Growth,” impact.com, the global powerhouse in partnership management has teamed up with Digital Travel Insights (by WBR) to decode the shifting sands of consumer behavior and brand strategy across the region.
Pulling insights from 100 SEA marketing leaders and 1,200 travellers from Singapore, Australia, and China, the report paints a vivid picture of an industry recalibrating in real time. Today’s traveller demands more than a good deal – they’re looking for trust, authenticity, and value-driven experiences.
As the post-pandemic honeymoon phase cools off, brands are finding themselves at a crossroads. With economic headwinds and traveller fatigue on the rise, 65% of marketers are doubling down on retention, while 64% are betting on brand building. Many are still pouring budget into online ads – a tactic trusted by only 27% of Singaporean and 18% of Australian travellers. It’s a wake up call for marketers to shift gears and invest in what really moves the needle – authentic, partnership-powered strategies.
“The modern consumer demands trust, transparency and authenticity, and they turn to their communities and trusted sources of information to guide their purchasing decisions,” said Adam Furness, Managing Director APJ at impact.com. “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.”
Key Takeaways:
The Connected, Confident Traveller
Travellers across APAC are clued in and connected and they’re turning to word of mouth like never before. Peer recommendations now rank as top of mind influences for bookings, trusted by 62.5% of Singaporeans, 67.5% of Australians, and a staggering 75% of Chinese travellers. Yet brands are underleveraging these high-trust channels.
And when it comes to where decisions get made? Think beyond just search. Comparison sites (74%), OTAs (65%), loyalty programs (51%), and even social media (31%) are now key waypoints in the journey to booking.
Partnerships: From Clicks to Connections
Review and comparison sites are having their moment as they are trusted by 68% of Singaporean travellers, 72% of Chinese, and 59% of Australians. Brands embedding affiliate links in content are capturing travellers early – right when intent begins to take shape.
While 27% of marketers still rely on OTAs and aggregators, soaring commissions (up to 30%) are prompting a rethink. Affiliate marketing is also on the rise with 25% of marketers naming it a growing priority thanks to its performance based, perks rich appeal.
The New Power Players: Affiliates & Influencers
Ad spend and OTAs still hold top billing for many marketers, but affiliate (15%) and influencer (11%) marketing are rapidly rising stars. In Singapore, 45% of travellers say they trust affiliate recommendations, while 63% turn to influencers for inspiration. Australia and China echo this trust shift — with affiliate and influencer trust scores hitting 50% and 68%, and 59% and 75% respectively.
The report also discusses key opportunities, trends, and business priorities shaping the region’s travel and hospitality sector in the year ahead. To discover where APAC travel marketers are investing for smarter, sustainable growth, and how your brand can stay ahead, download the full report here.
