Travel marketing strategies for a softening market

As travel demand slows, brands in APAC pivot from acquisition to retention through multi-channel strategies and authentic collaborations

As post-pandemic travel demand cools due to inflation, geopolitical tensions, and consumer fatigue, travel marketers are shifting focus from pure customer acquisition to trust-based strategies that build retention and brand loyalty. A new report by impact.com reveals that in markets like Singapore, Australia, and China, successful brands are investing in partnerships, visibility across booking channels, and community-building to stay relevant.

Key takeaways

• Travel slowdown: After a post-COVID travel boom, demand is declining due to rising costs and fatigue. Brands are responding by focusing on retention (65%) and brand-building (64%).
• Discovery is fragmented: Consumers no longer follow a linear path to booking. They consult comparison sites (74%), OTAs (66%), loyalty programs (51%), and social media (31%) - requiring multi-channel marketing strategies.
• Singapore focus: In Singapore, price-sensitive travelers rely heavily on OTAs (76%) and are influenced by promotions and influencer content - indicating partnership strategies can outperform direct channels.
• Marketing pivot: Travel marketers should invest in affiliates, influencers, and community advocates, shifting spend from pure ads to trusted voices that influence early in the decision journey.
• Challenges with partnerships: High commissions, ROI tracking, and scalability remain barriers, but when done strategically, partnerships enhance trust, visibility, and conversions.
• Core insight: Trust, transparency, and authenticity are the new marketing currencies. Brands that embed themselves in trusted ecosystems will outperform those chasing short-term bookings.

Get the full report at Impact