AirAsia MOVE inks STB deal to personalise trips to Singapore

AirAsia MOVE, formerly known as airasia Superapp, has entered into a strategic partnership with the Singapore Tourism Board (STB) to create better travel experiences for visitors to Singapore with a focus on key Southeast Asian markets such as Malaysia and Thailand.

The collaboration was formalised with the signing of the letter of cooperation (LOC) on Thursday (17 April). As part of the collaboration, Malaysian and Thai travelers seeking quick weekend getaways can tap into travel deals from AirAsia MOVE. This includes flights and hotel stays with events and attraction offerings, so customers can make the most out of their vacation itinerary, said AirAsia in a statement sighted by MARKETING-INTERACTIVE.

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Central to this partnership is STB and AirAsia MOVE’s shared commitment to harness data insights, technology, and content to deliver more seamless, personalised, and engaging travel experiences. A joint campaign is set to launch in the third quarter of this year, spotlighting Singapore’s vibrant offerings and enhancing visibility among regional travelers.

The partnership between STB and AirAsia MOVE aims to transform how visitors discover and experience destination Singapore. AirAsia said in its release that travelers will be served more personalised recommendations, from popular attractions to experiential activities, based on their interests. This would be powered by joint insights from AirAsia MOVE and STB’s data on various user groups.

In addition, the partnership will spotlight exciting events, must-visit places, and unique local experiences that make Singapore special, ensuring there's always something new to discover for both first timers and repeat visitors. To make holiday planning easier, visitors can find the latest information about Singapore's events, accommodations, and activities directly through the AirAsia MOVE app.

STB will also work with AirAsia MOVE to enhance the travel experience for Muslim travelers and highlight the wide range of Muslim-friendly offerings across Singapore.

“Southeast Asian travelers have diverse needs and interests, and many are familiar with Singapore. To get them to return or do more, we need a more personalised and data-driven approach. That is why we are delighted to partner AirAsia MOVE – to leverage their insights and capabilities to deliver better experiences and to help travelers maximise their time in Singapore,” said Juliana Kua, assistant chief executive, international group, STB.

“Our collaboration with the Singapore Tourism Board underscores AirAsia MOVE’s commitment to driving regional travel growth through innovation and strategic partnerships." said Nadia Omer, CEO of AirAsia MOVE.

"By leveraging our digital ecosystem and consumer insights, we aim to enhance conversion and engagement while simplifying travel planning to Singapore. This synergy allows us to jointly unlock new opportunities in key markets like Malaysia and Thailand and deliver greater value to both travelers and tourism stakeholders," she added.

In September last year, AirAsia MOVE's ticketing platform for events and concerts, MOVETIX, announced another partnership with Ticketmelon, a regional ticketing and event technology platforms. 

The collaboration saw Ticketmelon's extensive inventory of over 300,000 tickets across the Asean region integrated into the AirAsia MOVE app, offering travelers and eventgoers a seamless experience to book flights, accommodations, event tickets and even airport transfers.

Meanwhile, STB recently renewed its strategic partnership with Malaysia Aviation Group (MAG) to drive travel demand from Malaysia to Singapore. The collaboration focused on joint marketing initiatives and curated offerings to strengthen Singapore’s appeal as a top destination for Malaysian travelers, while driving tourism spending and footfall to key attractions.

In February this year, STB also teamed up with the National Basketball Association (NBA) and Sport Singapore (SportSG) in a multi-year collaboration to bring a series of NBA events to Singapore.

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