October 18, 2018
Earlier this week, the Expedia Group Media Solutions team headed to Singapore for two of the biggest events in the Asian travel calendar, WiT Singapore and ITB Asia.
Ahead of both events, we had an opportunity to host our first ever Insights Summit in Asia Pacific, with travel industry professionals from across the globe joining us to talk about all things travel marketing. During the session, we discussed how the industry can better understand travel customers and shared findings from our latest custom study, focusing on bleisure travel.
You can find a few key insights from the presentation below or download the full international study here.
- Business travelers are more likely to consider a bleisure trip in a destination with great food and restaurants, good beaches, natural sightseeing and historical monuments.
- Leading factors that influence bleisure travel decisions include traveling to a destination with great entertainment, visiting an iconic or bucket list destination and the destination being easy-to-navigate.
- The bleisure path to purchase is condensed, in comparison to leisure trips, with approximately 80 percent of bleisure travelers spending just one to five hours on research during both the inspiration and planning phases.
The Insights Summit was also an opportunity to hear from some of our travel partners and share case studies with attendees. A line-up of experts including Onyx Hospitality, Malaysia Airlines and Mastercard, took the floor to share their experiences of working with Expedia Group Media Solutions.
WiT Singapore is Asia’s leading digital travel media and events platform with content focused around how technology is changing travel and behaviour in Asia Pacific. During the event, our very own Global Vice President of Display Sales, Wendy Olson Killion, joined a panel of travel industry experts to discuss international destination marketing. Throughout a lively discussion, the panellists covered a wide-range of topics, from global traveler trends to the role of influencers in the marketing mix.
The following day, Wendy took the stage at ITB Asia, Asia’s leading travel trade show, to present findings from our Asia Pacific Multi-Generational Travel Trends study. During the session, she provided the audience with insights on how travellers from Asia Pacific are influenced throughout the booking journey, and the motives and emotions that drive their decisions.
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The presentation also saw Wendy explain to attendees how Expedia Group Media Solutions worked with Singapore Tourism Board on a campaign to help promote Singapore as more than just a stopover destination. The campaign offered an inspiration platform, showcasing Singapore’s new brand identity – Passion Made Possible – where users could align themselves to a “tribe” and be presented with a rich, day-by-day itinerary aligned to their travel style, full of bookable tours and activities. You can find out more about the campaign by viewing the case study.
We hope to see you next year at WiT Singapore and ITB Asia. Make sure to subscribe to our blog, via the form above, to stay up to date.
