Why 65% of Travel Brands are Betting on Retention Over Reach

Martechvibe

4 days ago

Around 25% of marketers cite difficulty in measuring ROI, and 21% struggle to scale their partner programs effectively. This has sparked a growing investment in technology platforms that streamline operations, providing fraud protection, unified reporting, and simplified partner payouts. Staff Writer 58 minutes ago
Travel brands are no longer chasing quick wins. In the face of rising costs and shifting traveller mindsets, the focus is moving from splashy campaigns to meaningful engagement.
Loyalty, trust, and partnerships are taking centre stage as brands invest in strategies that drive lasting growth, beyond the booking, beyond the banner ad, and beyond traditional advertising.
This transformation is reflected in a recent report by Impact.com , Beyond the Booking: Where APAC Travel Brands Are Investing for Growth . The Asia-Pacific (APAC) travel sector, once riding high on the momentum of 'revenge travel' in 2023, is now navigating the fatigue of 'tiredness travel.'
Moreover, industry experts anticipate robust demand in 2025, driven by easing geopolitical tensions and renewed consumer confidence. Yet, despite these challenges, the region is expected to drive over half of global passenger growth by 2043.
To stay competitive, travel marketers are shifting focus to smarter, more resilient strategies, balancing acquisition with retention, and brand loyalty with innovation. According to the report, 65% of APAC travel brands are now prioritising retention, and 64% are doubling down on brand building to foster long-term profitability.
Strategic Partnerships and Tech Investments Take Centre Stage
Based on surveys with 100 travel marketers in Southeast Asia and 1,200 travellers across China, Singapore, and Australia, the report reveals a clear disconnect between where marketers spend and where travellers place their trust.
While 28% of marketers believe comparison sites and 24% believe digital ads are top discovery drivers, travellers cite review sites, online travel agents (OTAs), and word-of-mouth as their most trusted sources of inspiration.
Notably, only 15% of marketers are investing in affiliate or loyalty strategies, even though these are among the most trusted channels for consumers.
Digital ads, while still prominent in budgets, are seeing diminishing returns in terms of trust. In Australia and Singapore, trust in digital ads has dropped to 18% and 27% respectively, although China remains more receptive at 56%. Instead, booking decisions are being driven by brand reputation, promotions, and online reviews.
For instance: Singaporeans value promotions (77%) and brand trust (73%),
Australians prioritise reputation (74%), and
Chinese travellers are driven by both reputation (82%) and reviews (77%).
Travel brands are increasingly forming strategic partnerships with OTAs (27%), affiliates (25%), and influencers (16%), leading the way. These partnerships aren't just about visibility; they're performance-driven and tech-enabled, offering measurable returns. For example, Virgin Australia reported a 71% revenue surge, and Skyscanner saw a 77% increase in bookings, proof that the right partnerships can be powerful engines of growth.
However, scaling these programs isn't without challenges.
Around 25% of marketers cite difficulty in measuring ROI, and 21% struggle to scale their partner programs effectively. This has sparked a growing investment in technology platforms that streamline operations, providing fraud protection, unified reporting, and simplified partner payouts.
Trust, Tech, and Travel: The Roadmap to Winning Tomorrow's Traveller
Although many marketers still spend heavily on digital ads and OTA placements, things are starting to change. Consumers now trust affiliate marketing, loyalty programs, and word-of-mouth more, pushing brands to explore a wider mix of marketing strategies. For example, affiliate marketing is trusted by 71% of Chinese consumers, 56% of Singaporeans, and 47% of Australians, making it one of the most credible tools for driving discovery and conversions.
Loyalty programs , personalised offers, and social media collaborations are becoming core to customer retention. For many travel brands, repeat bookings now account for up to 50% of total revenue, a figure that highlights the growing importance of fostering long-term customer relationships.
Looking ahead, successful travel brands will be those that localise their engagement strategies, form high-impact partnerships, and blend performance with trust.
As traditional advertising loses influence, the path forward lies in building authentic connections, powered by technology, fuelled by data, and grounded in what today's travellers truly value.
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The Martechvibe team works with a staff of in-house writers and industry experts.
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Sitecore offers composable cloud solutions with its flagship products, Sitecore Experience Platform(XP) and Sitecore Experience Manager (XM). They help marketers to overcome scalability challenges. Some of its features include intuitive visual editing, headless delivery, marketing automation, scalable personalisation, data and machine learning capabilities.
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Salesforce Experience Cloud is a platform that helps enterprises link clients, partners, and employees to securely exchange information and documents. Built on its Customer 360 platform, Salesforce's DXP ensures seamless integration with any solution in the Salesforce ecosystem.
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Oracle Cloud offers a comprehensive suite of platform-based marketing automation solutions for personalised B2B and B2C automation campaigns. Some of its featured products are Eloqua Marketing Automation, CrowdTwist Loyalty and Engagement, and Unity Customer Data Platform.
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Optimizely is a digital experience platform (DXP) provider that offers Optimizely One, an easy-to-use and fully integrated suite. It provides a single, unified workflow with thoughtfully embedded AI and machine-learning algorithms, accelerating work across the entire marketing lifecycle.
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OpenText offers a cloud-native, scalable platform for enterprises to streamline their marketing functions. It provides fully composable content management, digital asset management, creative workflows, personalisation, targeting and customer data technologies in one place, ensuring a holistic approach to B2B, B2E and B2C experiences.
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Neptune DXP is a PaaS(Platform-as-a-Service) provider, helping marketing teams build custom apps based on modular, reusable application building blocks. The company offers flexible environments to businesses across different verticals, further providing personalised digital solutions at scale.
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Magnolia is a composable DXP that comes with no-code connector packs and low-code micro-frameworks for third-party integrations. It also offers an open-source version alongside its commercial plans enabling enterprises to build tailored use cases.
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Liferay DXP helps marketers deliver personalised and connected digital experiences across a broad range of channels, including customer portals, websites, intranets, mobile apps, and connected devices. It offers intuitive CMS, user analytics, and site management tools that businesses need to launch, test and optimise digital experiences for faster go-to-market.
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Powered by IBM Consulting, IBM iX offers a composable DXP, providing a comprehensive solution to make enterprises' systems future-ready. Utilising its data-driven insights and intelligent workflows, marketers can design and deliver human-centred experiences across the customer lifecycle.
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HCL Digital Experience (DX), forms part of a wider HCL Customer Experience (CX) product portfolio, offering core capabilities such as content management, DAM, CDP called Signals, and low-code application development. It provides services in government, life sciences, insurance, financial services, and other verticals.
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Contentstack is a headless CMS and Composable Digital Experience Platform (DXP) solution provider that helps marketers gain a competitive edge. It recently launched into Google Cloud Marketplace, and is also available on Microsoft Azure and AWS. It seamlessly enables mid-market brands to adopt its omnichannel campaign engine to drive higher conversions and sales.
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Bloomreach Commerce Experience Cloud provides businesses an edge with its modular capabilities: Content Management System (CMS), Discovery features for search and merchandising optimisation, and Engagement tools such as Customer Data Platforms (CDP) for personalisation and analytics.
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Adobe Experience Cloud offers a comprehensive set of services specifically designed to address the day-to-day requirements for personalised customer experience at scale. Its platform helps manage different digital content and assets to improve customer satisfaction. Some of its products include Adobe Gen Studio, Experience Manager Sites, Real-time CDP, and Marketo Engage.
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Acquia offers DXP solutions, comprising of two main elements: Acquia Drupal Cloud and Acquia Marketing Cloud. It can be accessed in both platform-as-a-service (PaaS) and software-as-a-service (SaaS) with additional components such as Site Factory for multisite management, digital asset management (DAM), CDP, personalisation, and Campaign Studio.
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