Airasia Super App aims to claim lion's share of OTA market

Airasia Super App aims to claim lion's share of OTA market

Airasia Super App aims to secure the largest share of 30% in Southeast Asia's online travel agencies (OTAs) market in five years by maintaining double-digit growth from extensive online services.

Amanda Woo, chief executive of airasia Super App, said the expansion through air ticket booking service will help the firm reach this market as there are more than 700 international airlines that feature over 3,000 destinations in its app through many gateways, of which 25 airlines have direct partnerships with the app.

Meanwhile, partnerships with hotels on the platform have been expanded to over 300,000 hotels globally.

She said the aim of airasia Super App is to help AirAsia group to grow beyond the airline business. Within the next five years, revenue contribution from Super App should reach 80%.

Ms Woo said more than 50% of its users are new customers who have never used the services of AirAsia group before and it will now continue to grow the market through OTAs and other digital services, such as food delivery, ride hailing and e-marketplaces.

She said during the first two years of operation, airasia Super App had been ranked in the top three OTAs in terms of website traffic, with over 100 million average page views per month.

Ms Woo said even though airasia Super App has its business base as an airline group, it will not discriminate other airline partners as the direction is quite clear that it would like to be a marketing engine for every airline, helping them tap growing opportunities together, particularly after more countries are reopened for international travel.

"The company is ready whenever the reopening policy is set. We would like to capture those opportunities when travel comes back," said Ms Woo.

She said a strong rebound has been observed in many Western countries, and the firm speculates that recovery in this region should follow a similar trend.

Rajiv Kumar, head of flights at airasia Super App, said the platform aims to include all airlines within Southeast Asia and expand to the Middle East, followed by the Americas and Europe in the next step.

At present, new airline partners are joining its platform, such as Air Canada, Air France, Ethiopian Airlines, flydubai, KLM, Qatar Airways and Turkish Airlines.

airasia Super App now has a database of 51 million users and social media followers of over 55 million accounts.

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