THIS APRIL, BRITCHAM SUPPORTS: EARTH MONTH

As we journey through 2023, Asia has much reason to cheer as normality has finally (mostly) returned to the region

2023 was greeted with China re-opening its borders, following from several countries in the region easing their stringent travel restrictions to welcome visitors once again Travellers too, are returning to the skies and have informed that they would rather cut back on non-essential retail purchases or forego their content streaming subscriptions and gym memberships to fund their travels.

While the travel industry is greeted with sentiments of positive recovery, there is, however, a small catch

Fuelled by the pandemic and the digital acceleration that came along with it, there has been a dramatic shift tin travellers’ expectations. The modern-day traveller seeks out experiences that not only make their journeys more convenient and comfortable, but also motivates them to come back for more

The pandemic stands as a pivotal moment in time that has altered the trajectory of travel

It has made us appreciate how easy it was to travel at a time when logistical hassles such as mask, quarantine and testing mandates did not exist But equally, it has triggered a global economic fallout that has resulted in significantly higher costs of living and, consequently, skyrocketing costs of travel.

Whilst there is ample evidence to suggest that only a small section of people is deterred by this and cautious to travel today, the rest (who are rejoicing the return to the skies) have changed the way they choose to travel.

Having been exposed to different facets of travel over the past few years, travellers in Asia Pacific are applying heightened value to certain travel benefits that were previously thought of as add-ons. Take airport lounges, for example – an experience that was once considered a luxury, has transformed into an expectation. Additionally, travellers are more willing to pay for luxury or more convenient travel experiences, such as upgraded seats and direct flights

This tells us that travel today is no longer about going from point A to point B Travellers are looking to be engaged differently; they expect more from their journeys and also from those who facilitate these journeys for them.

Beyond considerations of brand and sector, consumers are seeking sophisticated, statusenhancing, value-adding experiences personalised to them They expect brands to deliver integrated experiences that add value to their lives – above and

Travel loyalty benefits offered by brands in the form of rational rewards, cashback, travel miles and points, continue to retain their appeal amongst a certain segment of travellers However, they are limited in their ability to foster meaningful connections with consumers in a way that can help evoke a strong sense of brand loyalty. To build customer engagement and nurture lifelong loyalty, rational rewards must be balanced with emotional connections as this enables consumers to feel special and valued.

To make the travel experience more meaningful, brands within the travel ecosystem are increasing their investments in the digital experience However, in comparison to their retail sector peers, for instance (a notoriously innovative and customer-centric sector), brands in the travel industry are falling behind.

A study by Collinson suggests that nearly 93% of consumers are eager and open to building closer, emotional bonds with their favourite brands. An additional report also indicated that 61% of consumers are comfortable with companies using their relevant

Our recent research showed that only 38% of brands across Australia, Hong Kong and Singapore are planning to invest in customer experience; 31% in data management; and 61% in technology infrastructure

With travel becoming increasingly connected, it is now critical for brands in the ecosystem to work collaboratively with each other to drive seamless, integrated consumer experiences. Airports, for one, are investing in creating an interconnected traveller experience, driven by technology and data, to enable a frictionless experience

Priority Pass, a market-leading airport experiences programme owned and operated by Collinson, for instance, provides end-to-end journey support – over and above airport lounge access – to its members. Members have the option to pre-book essential travel services, such as ground transportation, before arriving at the airport Not only does this help make each airport journey seamless, pleasurable and stressfree, it also benefits other brands in the travel ecosystem by connecting them to the traveller and enabling them to maximise their revenue streams.

For the industry to be in a better position to meet the evolving needs of modern travellers, brands will need to come together to form an ecosystem where together, it identifies mutual customers and shares anonymised data This ultimately will enable brands to curate and deliver more unique, timely and relevant experiences for their consumers

As travel continues to pick up momentum, we’ll need to welcome an era of collaboration. One where we forge strong partnerships to deliver personalised experiences that consumers expect and unlock data and insights to accurately understand their everevolving preferences; continuously adding value over and beyond the day of travel

Collinson is the global, privately-owned company dedicated to helping the world travel with ease and confidence

Working with over 1,400 banks, 90 airlines and 20 hotel groups worldwide, Collinson delivers market-leading airport experiences, loyalty and customer engagement, and insurance solutions for over 400 million end consumers

Collinson is the operator of Priority Pass, the world’s original and leading airport experiences programme

Todd has over 25 years of experience in the region, with leadership roles across sales, marketing and operations. He has supported clients in diverse industries including banking, insurance, consumer, retail, travel and hospitality, and has a deep understanding and appreciation for the complex challenges faced by businesses in today’s rapidly evolving landscape.

Prior to joining Collinson, Todd was President Europe, Middle East and Asia Pacific for Kognitiv Corporation and before that held senior leadership roles with Williams Lea Tag and BT Global Services Todd is a Global Board Member at Collinson; he is also a Past Chairman and Current Head of the Governor’s Council of the Canadian Chamber of Commerce in Hong Kong