MEDIA & COMMUNITY Through Media & Community, we are creating our own social space where people can indulge in their various interests. • On airasia chat, they can connect with others who are like-minded and share stories, notes, tips, experiences and one-to-one chat. This space will be the social hub of airasia Super App and in the future also introduce engagement points such as mobile gifting. • On airasia explore, we are creating our own content based on Asean pop culture, to inspire people to see the region in new ways. This will continue to evolve and develop to host various content in the printed, video and audio media. With airasia live, we will connect aspiring and talented live streamers with the community. • Meanwhile, airasia ads will leverage space on our Super App as well as on our physical assets, such as airasia ride cars, delivery bikes and others to display ads. Our in-app game BIGGIE Wonderland continued to be one of the most popular features in the airasia rewards app with over six million games played and over 32 million airasia points won. Meanwhile, the ever innovative rewards programme introduced several more products and services to keep members keen. These included an upgraded subscription plan, airasia rewards+, that gives even bigger rewards; airasia points gift cards; and an all-new airasia xchange for instant points conversion and redemption. Moving forward in 2022, the focus will be on reinforcing the value of airasia points as a universal digital loyalty currency. airasia xchange will be at the forefront as a change agent for business transformation as we continue to expand it into an Asean universal points exchange hub; a super highway that unifies and connects all loyalty programmes in Asean and beyond using blockchain technology. OUTLOOK A key focus in 2022 will be to continue to grow our travel and lifestyle products and improve user experience as we create a greater presence throughout Asean. Our objective is to be the top Asean super app, and to achieve this we are ensuring we have all the right systems, processes as well as people to spur our growth. Even as this annual report is being prepared, we are in the midst of building a strong team across the region with the capabilities to support our rapid expansion and growth aspirations. There is huge potential for the OTA platform as well as airasia ride, and we want to capture a greater market share for both products across Asean and beyond. Recognising the importance of virtual interlining to the future of the OTAs, we seek to strengthen this feature on the Super App. Through virtual interlining, we will also connect passengers with ground and sea transportation to cover all destinations, enabling Super App users to enjoy an end-to-end experience. There are also huge opportunities yet to be fully tapped in the hotel business through cross-selling and upselling to millions of travellers. Since its inception, the Delivery vertical has proven its ability to draw in many new airasia Super App users. Via remarketing, close to 50% of these first-time users on airasia food, ride or xpress have gone on to explore other products and services under the Travel, fintech and Lifestyle verticals. Our focus now will be to cross-sell and up-sell across the entire ecosystem. This will be facilitated by airasia rewards, the loyalty programme that was recently integrated into the Super App, giving our customers the best value across their Super App experience. ENHANCING THE USER EXPERIENCE Recognising the critical importance of the user experience, this is something that the team invests in considerably. Much thought goes into curating a seamless journey every time someone uses the Super App. With that in mind, towards end 2021, airasia rewards (previously BIG Rewards) was integrated into the platform, completing the Super App ecosystem. Not only does its integration bring greater convenience for customers to earn and redeem points, it also further expands our customer base as it continuously introduces new nonGroup partners to the world of AirAsia. In 2021, these included regional players such as Lazada, Flexiroam and UOB. Along with more partners, its membership base keeps growing. Just in 2021, pandemic notwithstanding, it welcomed more than 1.5 million new members and issued billions of airasia points. Business Review (cont’d.) 0 8 6 C A P I T A L A B E R H A D
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