The Brief

A European Trade Promotion Agency aims to build a roadmap for success for their firms in the Asia Pacific region. They have a strong and proven capability of addressing the needs of the travel industry in Europe and the United States, but lack the knowledge and understanding of the technology and service gaps in the Asia Pacific region in the Travel Tech sector. They wanted to understand not only what the opportunity was for these companies in APAC, but also to find a way to connect their firms with the key decision makers within the APAC travel industry.

The Solution

Asia Market Entry helped facilitate the trade promotion agency’s outreach activities as part of a wider market mapping initiative. We approached contacts on behalf of the Trade Promotion Agency and conducted market surveys with key industry stakeholders to understand these gaps, aiming to understand if they were looking to implement, switch or upgrade their Travel Tech across the travel, tourism and hospitality industries.

In line with the trade promotion agency’s sector strategy, we focused on improving knowledge around a number of key areas including: technologies desired by the travel industry to improve passenger experience and add new ancillary revenue streams; initiatives to streamline and replace legacy internal corporate IT infrastructure; response to shifting customer behaviour; and the key technologies the travel industry is in search of to execute their individual digital transformation strategies.

Benefit Delivered

Our project together meant that over a period of only three months we were able to identify the key opportunities in the market and engaged with key contacts. As part of the project deliverables, Asia Market Entry produced a research report with country analyses and key findings, which mapped out the potential opportunities available to these firms in the Asia Pacific region. This was presented to the trade promotion agency’s Travel Tech client companies in Europe, updating them on the relevant and active opportunities in Asia Pacific.