How AirAsia Personalized its Omnichannel Engagement to Drive Growth

When the aviation sector was hit by the COVID-19 pandemic, many airlines pivoted into new business areas to stay relevant. Some carriers started offering new services such as tours, dining experiences, and delivering in-flight meals to generate revenue amid travel restrictions.

AirAsia, a carrier which prides itself on democratizing flying for people by providing value, simplicity and inclusivity, continues to innovate with its ASEAN super app, offering a simpler, faster and more convenient user experience with over 15 types of products and services under three main pillars—travel, eCommerce and fintech. To build personalized, omnichannel experiences for its customers, it needed to consolidate actionable insights across these different market segments.

With insights into its diverse users’ behaviors, the carrier was able to improve its marketing results, with a boost of 1.86% and 1.23% on sticky quotient and repeat transaction behaviors respectively, retention rates that are 9.1% higher than the industry average, and a decrease of 80% on the app’s average uninstall rate.