The 2024

Asian traveler
Insight into Asian travelers and
Airline Competitive Intelligence

Copyright © 2024 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
Asian travel motivation
Travel overseas in past 12 months
YOY% difference
(Thailand, Singapore, Taiwan, Malaysia)

+107%

Asia's travel market is booming. In the past 12 months, travel in Asia saw an increase of +107% year on year, offering vast growth opportunities. Airlines can
thrive by effectively engaging Asia's diverse audience and media measurement holds the key. Analysing data provides insights into consumer behavior, enabling
targeted marketing and optimised spending. In the digital age, understanding media metrics is crucial. Insights from online activity help tailor campaigns and
enhance customer experiences. Investing in Asia's travel market and robust media measurement unlocks limitless potential for airlines.

Source: Malaysia, Singapore, Thailand, Taiwan. Period: July 21 - June 22 vs July 22 - June 23. Consumer and Media View
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Insights about today’s travelers in Asia
Understand the need to know data points about what motivates and

Today’s
inspires people to travel.

Competitive advertising
What is actionable competitive advertising?

flight Measuring impact recommendations

The fastest way to learn about the effectiveness of your advertising.

Need to know viewership data

Insights on consumption habits in a complex multi-platform,
multi-device and multi-distribution landscape.

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Help airlines resonate
with Asian travelers
To do this, it is imperative to understand what motivates and influences the behaviour of this big, diverse and
multicultural group of people. Below are five questions we can work with you and your agency on to answer:

What are the media consumption What are the airlines my target
habits for my target travelers by travelers are currently flying
Asian market? across Asia?

What are the intentions to travel What travel trends are changing
domestically and internationally for my target group of travelers in
by Asian market Asia?

What lifestyle and behavioural

habits do my target travelers
have so that I can better resonate
with them?

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Actionable Asian competitive
advertising intelligence
Over the past 12 months across Asia, the travel category recorded an estimated US$1.1 million in total media spend,
making it a highly cluttered and competitive space to play in. Get ahead of your competition by asking your agency:

Who are the top Asia spenders in What are the industry benchmarks
the airline category? to understand advertising
seasonality and share of voice?

How are your competitors allocating How does your creative perform
advertising budget by company, compared with your competitors?
category or platform across multiple
media types and countries?

Source: Hong Kong, Indonesia, Malaysia, New Zealand, Philippines, Singapore, Thailand. Period: Full year 2023. Ad Intel
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Learn the effectiveness
of your advertising, fast
76% of business leaders believe strong brands deliver to the bottom line. But only 27% of executive boards
capture brand health KPIs.

A focus on sales activation & conversion-oriented marketing has always been attractive due to its immediate
gratification and measurable impact - sales uplift. However, if you were to step back and look at the big
picture, brand building is the path to long-term sales growth. Building your brand drives direct sales impact
and improves the efficacy of your activation efforts.

Let’s answer these:

How do you use brand building How successful are my deliverables

to drive ROI? across the marketing funnel?

How can I improve my brand How does my brand equity

building efforts? compare to global standards?

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Get insight on consumption habits in a
complex multi-platform, multi-device
and multi-distribution landscape
The media landscape is fragmented, consumer behavior is changing, and marketing
budgets are tight, so it’s more important than ever to understand unique reach and
frequency of your advertising campaigns across publishers and platforms. According to
recent studies*, nearly 40% of digital advertising budgets are wasted on the wrong
audiences and unique reach is a strong indicator of ROI performance.

Unique reach is the unsung ROI hero. With insights to fuel your campaign optimization,
you can better understand the audiences you’re currently reaching and quickly identify
new customers to help grow your business.

Let’s validate with your agency these three key questions to prove your ability to reach
your digital audiences?

How can I prove that my platform delivers to my target customers?

Which audiences deliver the greatest incremental reach?

How can I compare my platform to industry averages?

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Verify digital ads across linear and digital
platforms

With audiences engaging with advertising across more devices and platforms
than ever before, it has become increasingly difficult for media buyers and
sellers to accurately measure their viewership. In fact, accurate, cross-platform
measurement is one of the greatest challenges facing more than 50% of all
media buyers today.*

Let’s validate with your agency these three key questions to prove your ability to
reach your digital audiences?

How can I prove that my platform delivers to my target customers?

What is the incremental value of my TV and digital campaigns?

How can I optimise budget across TV and digital platforms?

8
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Delving deeper into the motivations of Asian travelers is key for airlines to
resonate with their audience. Nielsen offers insights to discern what drives
Summary this multifaceted group, their preferred media platforms, travel destinations,
and airline preferences.

Landing Accessing actionable competitive advertising intelligence enables

companies to stay ahead of the curve. By analysing competitors' media

in your spend, allocation strategies, and creative performance, airlines can refine
their advertising efforts for optimal impact.

destination Understanding the effectiveness of advertising is paramount for long-term

growth. Nielsen provides insights into brand building, driving ROI, and
enhancing marketing efforts across the entire sales funnel.

With the vast number of individuals traveling annually, In a complex digital landscape, gaining insights into consumption habits
gaining a comprehensive understanding of their across various platforms and devices is crucial. By identifying unique
preferences is essential for campaigns to effectively audience reach and optimising campaign strategies, businesses can
connect with their target audiences. Considering the expand their customer base effectively.
diverse wants, needs, and cultural nuances in Asia is
crucial at every stage of the journey.
Nielsen's verification services offer valuable insights into the incremental
value of TV and digital campaigns, aiding in budget optimisation across
platforms for maximum impact.

If you’d like to unlock opportunities in this space, contact us!

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