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.
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.