AirAsia MOVE – formerly known as AirAsia Superapp – the Southeastern Asian OTA wants to become Southeast Asia’s favorite travel app, by creating inclusive and delightful journeys all the way.
The app, which offers a wide range of travel options, including flights from over 700 carriers worldwide and over a million hotels, airport transfers, travel insurance, online duty-free shopping and more, has a strong loyalty program that rewards users across its expansive ecosystem.
In September 2023, the firm embarked on a partnership with PKFARE, to focus on core strengths while making travel more accessible and affordable for everyone.
AirAsia MOVE aims to source competitively priced flight tickets through PKFARE to boost sales.
It also wanted to enhance the user booking experience by leveraging PKFARE’s advanced technology and streamlined operations.
The results
The online travel agency found that leveraging PKFARE’s price advantage, the partnership has enabled AirAsia MOVE to achieve a 20-30% increase in sales.
In Southeast Asia, AirAsia MOVE’s key market, PKFARE also significantly contributes to over 50% of AirAsia’s regional sales.
Thanks to deal AirAsia MOVE has delivered a seamless booking experience. In 2024, AirAsia MOVE’s booking success rate reached 95% through PKFARE’s services.
Fuel sales growth with competitive pricing and customer-focused content
PKFARE’s unique “Blended Multiple Sourcing” model enables AirAsia MOVE to secure flight tickets at the best available rates. This is evidenced by PKFARE sourcing tickets for AirAsia MOVE from over 140 suppliers worldwide.
PKFARE offers various fare types, including NDC, Airline API, Web fares, and exclusive inventories at special rates. By prioritising content integrity, PKFARE helps safeguard AirAsia MOVE’s credibility by carefully curating and delivering only the most relevant content.
As a result, PKFARE has grown to become one of AirAsia MOVE’s most important suppliers. At its peak, PKFARE supplied approximately 60% of AirAsia MOVE’s flight tickets.
Drive seamless booking and high conversion rates
PKFARE excels in technological capabilities, providing AirAsia MOVE with superior stability, speed, and data quality. This advanced technology translates into a higher conversion rate and a seamless user experience for the customers of AirAsia MOVE, especially on the booking confirmation process.
Throughout the booking journey, PKFARE deploys AI algorithms combined with refined operations, to maximize the efficiency in shopping, pricing, and booking. As a result, over 75% requests receive responses within 3s, the pricing success rate for 2024 reaches 97%, and the booking success rate for 2024 is 95%. This ensures that AirAsia MOVE’s customers quickly access information, receive accurate and competitive pricing, and enjoy a reliable and seamless booking experience.
Recognizing the increasing demands for post-booking efficiency and travel personalization, PKFARE offers post-sales automation covering nearly 300 airlines, reducing the average refund processing time by 8 hours per request. It also supports ancillary-selling, allowing AirAsia MOVE to deliver more personalized travel experiences to its users.
Nevertheless, PKFARE customizes its products and services for AirAsia MOVE. For instance, PKFARE is currently assisting AirAsia MOVE adjust cache logic to improve pricing success rate and availability in preparation for launching flight content on Google Flights weeks later.
Propel marketing campaign success through operational excellence
As a travel product aggregator, PKFARE enhances customer performance with its operational services as well.
In August, PKFARE and AirAsia MOVE launched a joint campaign offering flights from Kuala Lumpur to London, Amsterdam, and Barcelona for just $1 USD.
This initiative resulted in a 30% sales increase in Malaysia and a substantial 100% traffic boost. Despite the high volume of traffic, PKFARE ensured a seamless booking experience for all users.
The promotion faced challenges due to tight deadlines but PKFARE’s team were determined and provided continuous support, including configuring the price display interface, which was crucial to the campaign’s success.
Proposed in early August and launched by the end of the month, PKFARE swiftly assembled a task force and allocated the necessary resources to develop the program.
With two weeks of hard work and collaboration between the two firms, the programme was completed one week ahead of schedule.
As AirAsia MOVE hopes to become one of the most competitive online travel agencies in Southeast Asia. PKFARE will provide competitive rates and enhance the user experience through its technology and operational services to ultimately boost AirAsia MOVE’s revenue per booking.
Chan Kok Ding, chief of staff & head of business development of AirAsia MOVE, said: “PKFARE team is highly professional, with a strong customer-centric mindset and problem-solving skills.
“They carefully screen and provide only the most competitive and relevant content for AirAsia MOVE.
“Leveraging its cutting-edge tech capabilities and operational excellence, the PKFARE team work closely with AirAsia MOVE to explore new growth opportunities and enhance booking experiences to our valued customers.”
