AirAsia Media, the travel and commerce media network of AirAsia MOVE under Capital A, has launched its new 3P Blueprint — Precision, Presence, Passion — a strategic framework aimed at helping brands connect more meaningfully with Asia’s rapidly evolving traveller economy.
The blueprint was introduced at the Travel Horizon 2025 roadshow held in Thailand, Malaysia, Indonesia, and the Philippines. The event brought together leading brands, marketing agencies, and industry partners, presenting insights from more than 50 million regional journeys and highlighting a major shift in consumer behavior. AirAsia Media noted that today’s travellers are no longer mere passengers but high-value, experience-driven consumers who expect brands to accompany them throughout their entire journey.
Mahek Shah, Head of AirAsia Media, said the new traveller economy requires deeper understanding beyond traditional data. “It’s not enough to know who is travelling. Brands must understand why they travel and how to connect. Travellers today are lifestyle spenders seeking experiences, not just transit. Our ‘Precision, Presence, Passion’ blueprint gives marketers the clarity to engage travellers from inspiration to their return home, turning a flight into a full-funnel marketing opportunity.”
Key Traveller Trends: Insights from AirAsia MOVE Platform Users
AirAsia Media also shared new behavioural findings that showcase major opportunities for brands targeting Asia’s traveller segments:
Personalised Planning and Booking Behaviour
• Advanced Planners: Travellers now plan 14 to 30 days ahead yet remain flexible, with more than half booking accommodation within 24 hours after landing. This trend is strongest among solo travellers, weekday flyers, and short-trip explorers.
• Cross-Border Explorers: Around 35 percent of international flight searchers return to complete their bookings within 30 days, showing deliberate and extended decision-making.
Growing In-Trip Spending Power
• Big Spender Travellers: Passengers who purchase extra baggage are over 50 percent more likely to make additional retail purchases, signalling higher spending capacity.
• Beauty Travellers: A rising segment purchasing premium skincare and beauty products during their trips, reflecting the increasing link between travel, lifestyle, and self-care.
These insights confirm that travellers remain one of Asia’s most valuable consumer groups, influencing tourism, retail, lifestyle, entertainment, and e-commerce markets. AirAsia Media enables brands to reach these audiences across the AirAsia MOVE app, AirAsia flights, and Movetix ticketed events.
The 3P Blueprint in Action
Precision
Harness first-party data and more than 125 travel intent signals from the AirAsia MOVE platform to connect with travellers at the exact moment of intent.
Presence
Strengthen brand impact across both physical and digital touchpoints — from AirAsia flights to the MOVE app.
Passion
Build loyalty through Movetix live events by aligning with communities and experiences travellers care about, within a live events industry projected to reach USD 1.3 trillion by 2030.
AirAsia Media remains the region’s leading travel and commerce media network under the AirAsia MOVE ecosystem. With real-time behavioural insights, omnichannel ad solutions, and access to over 50 million travellers, it enables brands to capture value at every stage of the travel experience.