Leverage travel as a competitive advantage to strengthen customer engagement and loyalty

With travel increasingly becoming a priority for consumers in Asia Pacific, it presents unique opportunities for brands to build strong relationships with their most valued customers, differentiate from competition, and deliver measurable business impact.  

As global travel is expected to continue its upward trajectory in 2025, the Asia Pacific region is poised to become a key engine of growth in the travel industry. This strong demand for travel, coupled with shifting consumer behaviours and rising expectations for premium travel experiences, present valuable opportunities for brands especially in the financial services sector, to strengthen customer engagement and loyalty.

These evolving trends are explored in Collinson International's Asia Pacific research, '2024 Travel Benefits and Customer Engagement Report’. Surveying 7,250 respondents across 14 markets in Asia Pacific, the report sheds light on key insights into consumer spending habits, travel preferences, and the growing demand for enhanced travel benefits across the region.  

In this article, we delve into the key findings from the report and uncover actionable insights for brands to enhance customer engagement through tailored travel benefits.

Asia Pacific's evolving travel landscape

Travel has firmly established itself as a leading expenditure category amongst Asia Pacific consumers, accounting for nearly a third of annual credit card spending.  

On average, survey respondents in Asia Pacific advised that they spend US$4,763 per annum on travel, with the average spend on a domestic return trip being US$700 and US$2,000 for an international trip. When asked which travel perks they value most, 44% of respondents ranked airport lounge access as their top travel-related credit card benefit, surpassing more service-orientated benefits, such as security fast-track (11%) and airport transfers (9%).

“Our research has shown that travel is a key driver for consumer expenditure. This ‘travel resonance’ is especially strong with Southeast Asian survey respondents, further demonstrating how much the region is primed to be the next travel powerhouse. Beyond the rise of Indian outbound travellers and the much-anticipated Chinese outbound travel resurgence, we should not ignore the potential of Southeast Asia’s travel market—a dynamic region that generated over 40 million departures and US$53b in outbound travel expenditure pre-pandemic," said Rohan Bhalla, Asia Pacific Vice President, Business Solutions at Collinson International.  

The research also revealed that travel experiences beyond airport lounge access, such as accessing dining offers while travelling, are highly valued amongst Asia Pacific travellers. Respondents in Thailand, Malaysia, Australia, Hong Kong, Taiwan, Singapore, and the Philippines listing “dining offers” in their top five most preferred travel benefits.

The report also highlighted that Southeast Asia is emerging as a travel powerhouse. It revealed that respondents in Singapore reported an average annual travel spend of US$10,619, nearly double that of mainland China and Japan. Southeast Asian survey respondents in Malaysia and Thailand also spend considerably on travel annually, budgeting US$5,939 and US$5,548 respectively.

Vietnam's rising demand for premium travel

Vietnam mirrors this regional trend, with Collinson International’s research revealing that travel is the highest credit card spend category for respondents in Vietnam, accounting for almost a third (28%) of annual expenditure. Vietnamese travellers also make approximately seven return trips annually, demonstrating a strong enthusiasm for travel.  

Vietnamese consumers are embracing travel as a significant part of their lifestyle. On average, Vietnamese respondents spend US$4,227 per year on travel. Meanwhile, the average spend on a domestic trip amounts to US$530 whilst an international trip is allocated US$1,850.  

This surge in travel enthusiasm is driving demand for premium travel benefits and experiences. Vietnamese consumers show a clear preference for this, with nearly half (46%) of respondents ranking airport lounge access as their most valued credit card benefit, surpassing other services such as security-fast-track (9%) and airport transfers (12%).

Elevating customer experience through travel

To meet this growing demand, Collinson International has expanded its network of airport lounges and travel experiences in Asia Pacific, introducing more dining, refreshment, and relaxation options, bringing the network to nearly 650 airport lounges and travel experiences across the region. Globally, travellers now have access to over 1,700 lounges and experiences in 145 countries, ensuring comfort and convenience wherever they go.

“By integrating travel and airport-related benefits and experiences — such as lounge access, security fast track, airport transfers, dining, and duty-free offers — into customer engagement and loyalty programmes, brands are able to level up their customer value proposition, enhance customer satisfaction, differentiate from competition, and deliver measurable business impact,” Bhalla said.

As Asia Pacific's travel market continues to thrive, brands that align with evolving traveller preferences stand to build stronger, lasting connections with their customers in an increasingly competitive landscape.  

For businesses seeking to stay ahead in this competitive landscape, download the full 2024 Travel Benefits and Customer Engagement Report to learn more about travellers’ spending patterns, their expectations for travel benefits and how effectively these benefits influence spend and brand engagement.