AirAsia Media launches "Precision, Presence, Passion" Blueprint to capture 2025's New Traveller Economy at its Travel Horizon Event
New strategy moves marketers beyond data to build resonance with 2025’s most profitable audiences: from 'Passion Tourists' to 'Super-Planners'
KUALA LUMPUR, 24 November 2025 — AirAsia Media, the leading travel and commerce media network AirAsia MOVE under Capital A, recently unveiled its 3P Blueprint (Precision, Presence, Passion), a new strategic framework designed to help brands engage Asia's new traveller economy.
At its flagship Travel Horizon 2025 event held across Thailand, Malaysia, Indonesia, and the Philippines, AirAsia Media brought together leading brands, marketing agencies, and industry partners. The events revealed key traveller insights based on over 50 million journeys across the region, and emerging marketing opportunities that address a fundamental shift in consumer behaviour: travellers are no longer just passengers but high-value, passion-driven consumers who expect brands to connect with their entire journey shaping the ‘new traveller economy’.
Mahek Shah, Head of AirAsia Media said, “In the new traveller economy, data is just the starting point. 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 is the answer. It moves marketers from simply reaching an audience with data to building resonance with a community. We are providing brands the clarity to engage travellers at every single point of their journey, from the moment of inspiration to their return home, turning a flight into a full-funnel marketing opportunity.”
The 3P Blueprint provides a new model for brand engagement, proven by key insights into three fast-growing, high-value traveller segments encapsulated under the rise of the new traveller economy.
Traveller Trends to Watch: Understanding the Traveller Mindset based on AirAsia MOVE platform users
In addition to unveiling the 3P Blueprint, AirAsia Media also shared new behavioural insights that highlight key opportunities for brands to connect with Asia’s evolving traveller segments.
Trend 1: Personalised Planning and Booking Behaviours
Advanced Planners: Travellers are planning trips 14–30 days in advance but remain flexible, more than half book their accommodation within 24 hours after landing, particularly among solo travellers, weekday flyers, and short-trip explorers.
Cross-Border Explorers: 35% of international flight searchers return to complete their bookings within 30 days, revealing a longer, more deliberate decision-making window.
Trend 2: Rising In-Trip Spending Power
Big Spender Travellers: Travellers who purchase extra baggage are over 50% more likely to make additional retail purchases, showing higher readiness and purchasing power than the average flyer.
Beauty Travellers: This segment spends more on premium skincare and beauty products during their journey, reflecting the growing intersection between travel, lifestyle, and self-care.
These insights reinforce that travellers are among Asia’s most valuable consumer groups, driving trends that influence not only tourism but also retail, lifestyle, and e-commerce industries across the region. These insights can be used by brands to target the passengers on AirAsia MOVE app, AirAsia airlines, during concerts ticketed by Movetix and more.
The 3P Blueprint in Action: Turning Insights Into Action
These trends highlight the need for a new marketing framework. Our 3P Blueprint is the solution:
PRECISION: Use first-party data with over 125 travel intent signals from AirAsia MOVE platform to engage travellers at their peak moment of intent.
PRESENCE: Deliver unforgettable brand impact across the entire physical journey through AirAsia airlines and digital journey with MOVE app.
PASSION: Build true loyalty at live events with Movetix on AirAsia MOVE by aligning with the communities and experiences travellers love - a captive audience at the live events (music + sports) an industry that would touch USD 1.3 trillion by 2030.
AirAsia Media is the region’s leading travel and commerce media network, which is part of the AirAsia MOVE under Capital A group. Through the group’s travel platform, AirAsia MOVE, AirAsia Media connects brands with over 50 million travellers using first-party data, omnichannel ad solutions, and real-time behavioural insights, helping marketers capture value at every stage of the travel journey.
For more information, visit AirAsia Media on LinkedIn or contact us at ads@airasia.com.
*** ENDS ***