Asia playbook for travel marketers

After a period of unprecedented disruption, a new chapter is beginning in 2025, led by a new type of traveller. For affiliate marketers across the Asia-Pacific region, understanding this new story isn’t just an advantage, it’s essential for success. In this article we’re unpacking the research by Rakuten Advertising and Rakuten Insight on APAC travellers in 2025.  

Global travel spending is not just recovering; it’s set to reach new heights in the next few years, creating a wave of opportunity for the entire industry. After recovering from pre-pandemic times, global travel spending has soared, expecting to reach $339 billion USD by 2027.  

This rebound is powered by a traveller who is exploring more than ever. Across Asia, over 60% of consumers are now taking at least two leisure trips a year, demonstrating a deep and sustained appetite for new experiences.  

The New Digital Journey 

So, how does the journey for this new traveller begin? It starts online. Their path to booking is a digital-first journey where social media and search have become the primary gateways for discovering new deals and destinations. 

Beyond initial discovery, the power of influencers is undeniable. They are no longer just a source of ideas; they are a significant driver of travel decisions. Our research shows that a significant 62% of travellers report that content creators help them discover new options, turning inspiration into a booking.  

76% of Singaporeans, 73% of those in Hong Kong and 64% of Chinese book their travel online. This means that your customers are more likely to find your brand online than anywhere else.  

The Moment of Decision

With so many options, what finally tips the scales from ‘looking’ to ‘booking’? The data is unequivocal: it comes down to tangible value. For the modern traveller, the right offer isn’t just a perk—it’s the most important factor, standing head and shoulders above all others. 

Value is king for the Asian traveller with discounted rates as the most powerful draw, influencing 38% of travellers overall. Cashback and rebates in China, Taiwan and Hong Kong cannot be overlooked as they sway 53%, 43% and 33% of decisions respectively. This emphasises the importance of content, influencers, cashback and loyalty publishers in the highly competitive travel industry.   

Emerging Trends, New Opportunities

Beyond this, trends like “Set Jetting”—where 40% of travellers have booked a trip after seeing it in a show or movie—and “Dupe Destinations” are now mainstream ways travellers are finding inspiration and value. The graphic below shows how consumers are turning to specific affiliate types to engage with these new trends. Savvy consumers are extending their business trips to save on costs and maximise their travel time.

Your Actionable Blueprint for 2025 and beyond

Seeing the story unfold makes the path forward clear. 

Lead with value: The data confirms that discounts and cashback are paramount. Your offers must be front and centre to capture the attention of this value-driven audience. 

Embrace the Storytellers: The influence of content creators is a major chapter in this new story. Partner with them to tap into powerful trends like ‘Set Jetting’ and build authentic connections with travellers. 

Curate for the new trends: Travellers are actively seeking ‘dupe’ destinations and ‘bleisure’ (business and leisure) opportunities. Use your expertise to become their trusted resource for these new ways of travelling. 

The travel rebound is here, and it’s being written by a new type of traveller. By understanding their story, you can become a central character in their journey and unlock immense growth. 

For further information and insights into the travel industry, check out our Australian Travel Intelligence Report or the Rakuten Insight blog on Connecting to the APAC traveller.