Where travel brand loyalty sits in a super app world
It's hard for major travel brands to ignore super apps given the huge volume of consumers that they attract and their high-frequency usage.
Tencent-owned WeChat has been adding 20 million active accounts every quarter since the middle of 2011, for example, according to Statista.
At last count, in the second quarter of 2019, WeChat had more than 1.15 billion monthly active users.
But, therein lies a specific set of challenges for brands: Millions are using these apps, which also include Grab and LINE, on a daily basis, and the apps have become powerful brands in their own right.
They sit right at the head of the funnel, garnering a huge amount of data that provides them with a healthy knowledge of what users want and need.
