Southeast Asian travel tech company Traveloka has unveiled insights from its inaugural Asia Pacific (APAC) consumer survey, revealing key trends in digital adoption and consumer trust across nine markets.

Nearly 12,000 respondents were surveyed, 1,023 of whom were from Singapore. The findings offer valuable guidance for travel brands seeking to engage consumers effectively in 2025.

The report highlights Singaporeans’ strong embrace of travel platforms. Fifty-three per cent of respondents use these digital tools to book accommodations, transportation, and activities. This trend mirrors that in Indonesia, where usage rates are equally high.

The reliance on travel platforms in these countries reflects significant confidence in their security and reliability, with 83 per cent of users expressing moderate to high levels of trust.

Conversely, the survey reveals a stark contrast in Japan, where only 18 per cent of travellers turn to travel platforms. Instead, they rely on traditional resources such as online travel blogs and navigation apps. This cautious approach underscores a preference for well-established methods over newer digital tools, indicating that travel brands may face a steeper challenge in fostering digital trust among Japanese consumers.

Also Read: Singapore’s Belli wins FutureTravel Summit in Barcelona for innovative air cargo solution

Across APAC, trust and value are pivotal factors shaping travel tech choices. Respondents overwhelmingly favour platforms that offer exclusive discounts, reliable customer reviews, secure payment options, and the convenience of all-in-one solutions.

These features not only attract cost-conscious travellers but also enhance the overall user experience, making platforms indispensable for trip planning.

Beyond pricing

Across the region, the interplay between trust and value emerges as a critical driver of travel platform adoption. As mentioned before, travellers are drawn to platforms that offer exclusive discounts, reliable customer reviews, secure payment options, and convenient all-in-one solutions.

These features not only address immediate consumer needs but also enhance the overall user experience.

For travel brands, the report underscores the necessity of balancing competitive pricing with long-term strategies to build loyalty. While budget-conscious travellers may be swayed by discounts, retaining them requires more than affordability. Secure transactions, transparent data practices, and personalised user experiences are essential to cultivating trust and fostering repeat engagement.

The findings also highlight the diverse expectations across APAC markets, signalling the need for nuanced approaches to customer engagement. In markets such as Indonesia and Singapore, where digital adoption is high, brands must continue to innovate and refine their offerings to stay ahead of competitors.

Also Read: Money travelling: Insights from Singapore Fintech Festival on travel and finance

Conversely, in markets such as Japan, efforts should focus on addressing scepticism and gradually building trust through reliable and user-friendly digital solutions.

How APAC travellers pay

The report also underscores the striking variation in payment method preferences across the region. These differences, shaped by cultural norms and the level of technological adoption, highlight the importance of tailoring payment solutions to local needs.

Thailand exemplifies a strong preference for traditional payment methods, with 72 per cent of travellers favouring cash transactions. This reliance on cash reflects the relatively lower penetration of digital payment solutions in the country than other APAC nations.

Despite growing efforts to promote digital financial services in Thailand, this preference underscores the enduring significance of cash as a trusted and familiar transaction method.

In contrast, Korea showcases one of the highest adoption rates of electronic payments in the region, with 84 per cent of respondents preferring credit or debit cards for their transactions. This trend points to a robust level of trust in digital payment systems and a well-established infrastructure that supports seamless electronic transactions.

Also Read: Money travelling: Insights from Singapore Fintech Festival on travel and finance

The report identifies a critical challenge for travel brands operating in the APAC region: accommodating these vastly different payment preferences. Leading travel platforms are already addressing this challenge by offering a broad range of payment options, including credit and debit cards, local mobile wallets, Buy Now Pay Later (BNPL) services, and installment plans.

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In today’s fast-paced and interconnected world, the need for innovative leadership has never been more critical.

Enter “quantum leadership”—a revolutionary concept poised to reshape the way businesses operate in Asia’s dynamic landscape. Rooted in principles that integrate human intuition with machine intelligence, quantum leadership embodies a holistic approach that transcends traditional management paradigms.

As Asia continues to emerge as a global economic powerhouse, the principles of quantum leadership offer an unprecedented opportunity for business leaders to navigate the complexities of this vibrant region.  

The relevance of quantum leadership in Asia  

At its core, quantum leadership recognises that the modern business environment is not linear but rather a complex web of interactions and interdependencies. This perspective is particularly relevant in Asia, where cultural nuances, market dynamics, and technological advancements converge to create both opportunities and challenges.   

In countries like China, India, and Singapore, where rapid change is the norm, leaders must be agile and adaptable. Quantum leadership empowers them to embrace uncertainty and leverage it as a strategic advantage. By fostering a culture of collaboration, innovation, and resilience, businesses can position themselves at the forefront of their industries.  

Also Read: Bridging generational gaps: Leadership in the evolving tech workforce

The integration of human and machine capabilities is central to this approach. Quantum leadership does not merely advocate for the adoption of new technologies; it emphasises the need for leaders to understand how to collaborate with machines to unlock their full potential. This synergy is essential for driving innovation and improving decision-making processes.  

Unlocking human-machine collaboration 

Central to the concept of quantum leadership is the idea of human-machine collaboration. As businesses in Asia increasingly adopt advanced technologies, understanding how to leverage these tools is crucial. A case in point is a major bank in Singapore that embraced machine learning to enhance customer service. By integrating AI-driven insights into their decision-making, leaders were able to tailor financial products to meet the unique needs of clients more effectively.

This collaborative approach not only improved customer satisfaction but also empowered employees to focus on higher-value tasks, such as building relationships and providing personalised advice. As one executive noted, “With the machines handling routine queries, we can dedicate our time to truly understanding our clients’ needs.” This is the essence of quantum leadership: leveraging technology to amplify human capabilities rather than replace them.

Case studies: Practical applications of quantum leadership  

Throughout my work with various Asian companies, I have witnessed firsthand the transformative power of quantum leadership. Take, for instance, a technology startup in Southeast Asia that struggled to scale its operations due to a traditional top-down management approach that hindered effective communication and innovation.

However, by embracing quantum leadership principles like continuous learning and experimentation, and empathic leadership intelligence, the CEO recognised the need for change and adopted a more inclusive and collaborative leadership style. Creating a work environment based on trust, transparency, and the constant encouragement of experimentation  not only improved team morale but also led to the emergence of innovative ideas that propelled the company’s growth.  

Another compelling example is a multinational corporation operating in Japan, where traditional hierarchies often stifle creativity. By integrating quantum leadership techniques—such as fostering open communication through employee feedback loops and encouraging risk-taking supported by continuous AI-driven data analysis— the company witnessed a remarkable increase in employee engagement and productivity. This approach led to the successful launch of a groundbreaking product that significantly outperformed competitors.    

Fostering east-west collaborations  

One of the most exciting aspects of quantum leadership is its potential to bridge the gap between Eastern and Western business philosophies. As companies increasingly seek to expand their operations across borders, understanding the nuances of different cultures becomes paramount. Quantum leadership promotes a mindset of empathy and mutual respect, enabling leaders to navigate these complexities effectively.  

For instance, a European company seeking to enter the Asian market can benefit from a quantum leadership approach by recognising the importance of building relationships and trust. By fostering a collaborative environment that values local insights and perspectives, businesses can create synergies that drive success on both sides.   

Also Read: What I learned after launching a successful business in Asia

In today’s landscape, where the line between human and machine is increasingly blurred, the ability to lead through collaboration will determine which companies thrive. As I often say, “The future of business is not about competition; it’s about collaboration.” In a world where the lines between markets are becoming increasingly blurred, those who embrace quantum leadership will be better equipped to harness the power of collaboration, driving innovation and growth.  

Actionable insights for Asian business leaders  

For Asian business leaders looking to adopt this forward-thinking approach, here are some actionable insights to consider:  

• Embrace uncertainty: Rather than fearing change, see it as an opportunity for growth. Cultivate a mindset that welcomes experimentation and learning from failure.  
• Foster inclusivity: Encourage diverse perspectives within your teams. By creating an inclusive environment, you tap into a wealth of ideas and solutions that can drive innovation. 
• Leverage technology: Integrate advanced technologies such as AI and data analytics to enhance decision-making processes. Remember, technology should augment human intelligence, not replace it. Companies should focus on building systems that enable humans to work alongside machines, creating an environment where both can thrive. 
• Build relationships: Prioritise building strong relationships with stakeholders—both internal and external. Trust is the foundation of successful collaboration and long-term success. 
• Invest in continuous learning: The landscape is always evolving. Encourage a culture of continuous learning within your organisation to stay ahead of the curve. 

The bottom line  

As we stand on the brink of a new era in business and the idea of human labour in general, the principles of quantum leadership offer a compelling pathway for success in Asia. In a region characterised by rapid change and innovation, leaders must adopt a new mindset that integrates human and machine, fostering collaboration and resilience.  

In the words of Albert Einstein, “We cannot solve our problems with the same thinking we used when we created them.” The time has come for Asian leaders to embrace quantum leadership—a transformative approach that will not only redefine their organisations but also bridge the gap between Eastern and Western perspectives.

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Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic.

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Success is often defined by societal standards—financial stability, career progression, or achieving a prestigious title. However, as I advanced in my career, I realised that success is deeply personal, and it doesn’t have to align with traditional measures.

For me, redefining success meant pursuing a career that brought a sense of fulfilment, creativity, and personal growth. It wasn’t just about climbing the corporate ladder anymore; it was about creating something meaningful and fulfilling.

For many professionals, the drive for financial success or recognition from peers can become the dominant force in their careers. But at some point, you may begin to question whether these external measures truly reflect your own values and aspirations. This was a question I grappled with for some time before realising that true success, for me, was about finding work that aligned with my passions, allowed me to make an impact, and gave me the freedom to explore my creative potential.

Also Read: Reviving a failing startup: Financial strategies for long-term success

In entrepreneurship, I found a way to redefine success by focusing on long-term goals that brought joy and satisfaction rather than short-term metrics of success that didn’t resonate with me. I discovered that building a fulfilling career is about doing work that matters, making a difference in the lives of others, and continually growing as a person.

One of the most important lessons I’ve learned is that success is not one-size-fits-all. What works for one person may not work for another. Each of us must define what success means in the context of our own lives, passions, and personal goals.

In my journey, success has become about building something meaningful, working on projects that excite me, and creating a positive impact.

Key takeaways

• Redefining success means moving beyond traditional metrics of financial achievement and career progression to focus on personal fulfilment, creativity, and growth.
• A fulfilling career is one that aligns with your passions and allows you to make an impact in ways that matter to you.
• Each person’s definition of success is unique, and finding yours requires self-reflection, long-term vision, and a commitment to pursuing what brings you joy and satisfaction.

Reflect on what success means to you beyond conventional metrics. Align your goals with your core values and pursue achievements that bring you personal fulfilment. What steps can you take today to redefine success for yourself?

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Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic.

Join us on Instagram, Facebook, X, and LinkedIn to stay connected.

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The Southeast Asian startup community is no stranger to Echelon Singapore, organized annually by e27. Echelon, Southeast Asia’s premier conference for tech and startups brings startups, investors, and businesses together. It is a space to converge to collaborate, innovate, and grow. Known for its engaging keynotes, thought-provoking panels, and vibrant exhibition space, Echelon has become a beacon for transformative technologies and meaningful partnerships that advance the APAC tech ecosystem.

As we look ahead to Echelon 2025, we also celebrate the partnerships that have been instrumental to its success. Among these key collaborators is AppsFlyer, a global leader in mobile marketing analytics and attribution. It is an industry powerhouse that helps brands make data-driven decisions. For instance, its unique analysis of the performance of apps running campaigns in APAC is helping customers make better decisions. The synergy between AppsFlyer and e27 is a testament to shared values. Among these are fostering innovation, enabling connections, and driving success for startups and enterprises alike.

e27 and AppsFlyer Powering the tech ecosystem together

The partnership between e27 and AppsFlyer shows a shared commitment to fostering innovation and growth within the startup ecosystem. With AppsFlyer’s cutting-edge analytics tools empowering businesses to make data-driven decisions, and e27’s unmatched ability to connect the dots across the APAC tech landscape, this collaboration stands as a powerful force for driving success.

e27’s influence spans the vibrant APAC tech and innovation ecosystem. Specifically, it provides startups with opportunities to connect with investors, corporates, and peers. With an extensive network of over 200,000 active users, e27 has cemented its role as a catalyst for growth across industries like fintech, health tech, and ad tech.

The platform has consistently worked with industry leaders such as AppsFlyer. The partnership leverages e27’s reach to amplify their messages and connect them with meaningful audiences. This collaboration is a prime example of the value e27 brings—diverse startup ecosystems, partnerships with key stakeholders, and unparalleled investor visibility.

Also read: A decade of evolution: AppsFlyer’s 10 years of elevating mobile marketing in APAC

Partnering for the Growth Playbook panel at Echelon 2024

The Growth Playbook panel discussion at Echelon 2024 brought together some of Asia’s most prominent marketing executives to share actionable strategies for driving business growth. Moderated by Jane Hou, Head of Product APAC at AppsFlyer, the panel featured marketing leaders such as Nikhil Vidhyan, Group Head of Digital Marketing at Ninja Van, Delbert Ty, Chief Marketing Officer at Coffee Meets Bagel, and Federico Brandi, Chief Marketing Officer at Roojai.

This session was a cornerstone of the broader collaboration between e27 and AppsFlyer. Evidently, this underscored their mutual dedication to empowering businesses with cutting-edge insights and tools. The discussion aligned with the theme of partnership by showcasing how innovation and shared knowledge fuel growth across diverse industries. By providing a platform for AppsFlyer to lead the conversation, e27 reinforced its role as a bridge between thought leaders and the startup ecosystem. As a result, this helped drive impactful connections that propel the entire APAC tech landscape forward.

Leveraging Echelon’s network for data-driven growth

At Echelon 2024, AppsFlyer capitalized on the event’s dynamic network to reinforce its leadership in the mobile marketing space. With a booth that attracted significant attention, the company was able to reintroduce its powerful analytics and attribution solutions to a broad audience. Reflecting on the event, Anissa Tiara from AppsFlyer highlighted the quality of the connections made. She said, “The foot traffic at Echelon is the kind of people we want to meet. It’s an excellent platform to reintroduce who we are to the market. With almost 60% market share in Asia, this event allows us to connect with new potential leads and clients while expanding our brand and industry impact.” Echelon’s diverse and engaged audience proved to be an invaluable opportunity for AppsFlyer to grow its presence and strengthen its position in the APAC market.

Beyond the booth, AppsFlyer also leveraged Echelon’s network by hosting a roundtable discussion on “Data-driven Growth in the Age of Privacy: Navigating Privacy Challenges and Opportunities.” The session, moderated by Varun Budhiraja and Tan Tmangraksat, delved into the critical role data collaboration plays in overcoming privacy challenges. By addressing these key issues, AppsFlyer provided actionable insights to marketers on how to leverage data while maintaining privacy standards. The roundtable highlighted the importance of building strong relationships within the ecosystem. This positions Echelon as the perfect platform to foster meaningful discussions and drive growth through innovative data strategies.

Also read: How AppsFlyer helps brands navigate a rapidly evolving market

AppsFlyer leading insights on Asia’s mobile market

AppsFlyer continues to lead the market in insights on mobile marketing analytics and attribution. Their State of App Marketing in APAC: 2024 Edition unveiled staggering growth in Asia’s mobile market, positioning the region as a global powerhouse in mobile innovation. The report highlights a tenfold increase in app installs since 2017. This was driven by US$9.1 billion in Android ad spend in 2023. Notably, one in five ad dollars worldwide now comes from Asian apps. This underscores the region’s dominance in global ad spend and app growth.

This explosive growth is reshaping the app economy, with non-gaming apps leading the charge. In the first half of 2024, paid installs for non-gaming apps surged by 31%. This outpaced the 8% growth seen in gaming apps. Moreover, Asian apps are breaking boundaries, with countries like China, India, and Vietnam driving substantial app exports to Western markets, LATAM, and Africa. According to Ronen Mense, President & Managing Director of AppsFlyer APAC, “Technology is the great enabler, allowing brands in APAC to not only scale within their local markets but also make a global impact.” This focus on scalability and adaptability exemplifies how data-driven insights are helping businesses leverage trends, refine monetization models, and optimize ad strategies to sustain growth.

e27’s continued support for partners

By championing this surge in mobile innovation, AppsFlyer and e27 continue to empower APAC startups and marketers with the tools, insights, and connections needed to navigate a rapidly evolving ecosystem. From identifying emerging opportunities to harnessing hybrid revenue models and remarketing strategies, the region’s stakeholders are well-equipped to lead the next wave of digital transformation.

As a steadfast partner, e27 remains committed to supporting AppsFlyer’s ambitions. Through tailored media campaigns, collaborative partnerships, and unparalleled access to new markets, e27 offers the tools and networks necessary for sustained growth. Looking ahead to 2025, e27 will continue to work hand-in-hand with AppsFlyer and other industry leaders to fuel innovation, foster collaboration, and drive success in the tech ecosystem. Together, we’ll shape the future of startups in APAC and beyond.

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This article is produced by the e27 team

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Asia has become a global leader in fintech innovation, with cities like Singapore, Hong Kong, Shanghai, and Bangalore emerging as major hubs. The region’s diversity, rapid digital adoption, and unique financial challenges have made it a fertile ground for disruptive financial technologies.

However, this growth is not uniform. Emerging hubs in countries like Vietnam, the Philippines, and Pakistan are also beginning to make their mark, signalling the breadth of Asia’s fintech landscape.

This article delves into the rise of these hubs, the challenges they face, and actionable insights for stakeholders eager to participate in this transformative journey.

The rise of fintech hubs in Asia

The past decade has seen an unprecedented rise in Asia’s fintech sector. According to industry reports, fintech funding in Asia will account for nearly half of the global investment by 2022, signalling the region’s emergence as a global leader. But what makes Asia a fertile ground for fintech innovation?

Singapore: The regional powerhouse

Singapore has established itself as the “Wall Street of Asia” for fintech. Supported by progressive regulations and robust infrastructure, the city-state offers a fertile testing ground for fintech solutions. Initiatives such as the Monetary Authority of Singapore’s (MAS) regulatory sandbox and the annual Singapore FinTech Festival have created a unique ecosystem where startups and established financial institutions collaborate to innovate.

China: A superpower in fintech

Home to giants like Ant Group, Tencent, and JD Finance, China is arguably the world’s most advanced fintech ecosystem. The country’s regulatory framework initially took a hands-off approach, allowing rapid growth in mobile payments, lending, and wealth management. Today, China’s fintech market is characterised by a seamless integration of technology into daily life, with digital wallets like Alipay and WeChat Pay being ubiquitous.

India: The digital payments revolution

India’s fintech ecosystem has been driven by government initiatives like the Unified Payments Interface (UPI) and Aadhaar, the world’s largest biometric ID system. These innovations have facilitated a digital payments revolution, enabling millions to access financial services for the first time. With over 2,000 fintech startups, India is now a key player in the global fintech landscape.

Also Read: The evolution of investing: How fintechs and neo-brokers are empowering retail investors

Emerging players in Asia

While attention often focuses on established hubs, other Asian countries are stepping into the spotlight:

• Vietnam: With a rapidly growing digital economy, Vietnam is nurturing fintech startups like MoMo, a leading mobile payments platform.
• The Philippines: Initiatives such as the BSP’s Digital Payments Transformation Roadmap aim to digitise 50 per cent of payment transactions by 2025, fostering a dynamic fintech environment.
• Pakistan: Companies like SadaPay and Easypaisa are driving financial inclusion by targeting the country’s large unbanked population.

These markets highlight Asia’s diversity and untapped potential in fintech innovation.

What fuels the growth of fintech hubs?

Asia’s fintech revolution is underpinned by a confluence of demographic, technological, and economic factors:

• Tech-savvy populations and smartphone penetration: Asia boasts one of the youngest and most digitally connected populations globally. Smartphone penetration exceeds 90 per cent in many markets, providing a ready platform for fintech adoption. Consumers in countries like China, Indonesia, and Vietnam often bypass traditional banking systems in favour of mobile-first solutions.
• Financial inclusion as a growth catalyst: Despite Asia’s economic growth, vast segments of the population remain unbanked or underbanked. Fintech solutions, particularly mobile money platforms and micro-lending services, have made financial inclusion possible in remote areas. In Indonesia, for example, digital wallets such as GoPay and Ovo have brought millions into the formal financial system.
• Government and regulatory support: Governments across Asia have recognised fintech as a critical lever for economic growth. Regulatory sandboxes, startup-friendly policies, and open banking initiatives have spurred innovation. For instance, Hong Kong’s virtual banking framework has attracted global players, while Thailand’s National e-Payment Master Plan has catalysed digital payments growth.
• Cross-border connectivity: Asia’s fintech hubs thrive on regional connectivity. Initiatives like the ASEAN Payment Connectivity framework aim to facilitate cross-border payments, enabling seamless trade and financial transactions within the region. Singapore’s partnerships with countries like India and Indonesia highlight how collaboration is driving the fintech agenda.

Also Read: Money travelling: Insights from Singapore Fintech Festival on travel and finance

What are the challenges to overcome

While the rise of Asia’s fintech hubs is promising, several challenges could slow their momentum:

• Regulatory fragmentation: Asia’s diversity is a double-edged sword. Varying regulatory standards across countries create hurdles for cross-border fintech operations. For example, data localisation laws in India may conflict with global standards, making regional scaling difficult for startups.
• Cybersecurity and fraud risks: The rapid digitisation of financial services increases vulnerabilities. Cyberattacks and data breaches could undermine trust in fintech solutions. Governments and companies need to invest heavily in cybersecurity to mitigate these risks.
• Talent shortages: The demand for skilled professionals in data analytics, blockchain, and AI outpaces supply. Without adequate investment in education and upskilling, the fintech ecosystem risks losing its competitive edge.
• Ensuring equitable growth: Fintech innovation must not exacerbate economic inequalities. There is a risk that high-tech solutions cater disproportionately to urban, affluent populations while sidelining rural and lower-income communities.

The future of fintech in Asia

The next phase of fintech growth in Asia will likely be shaped by emerging technologies and deeper collaboration. Artificial intelligence, blockchain, and decentralised finance (DeFi) will redefine financial ecosystems. From smarter fraud detection to decentralised financial access, these technologies are reshaping financial ecosystems.

Cross-border digital currency initiatives, such as China’s Digital Yuan and ASEAN’s regional payment interoperability frameworks, may also accelerate financial integration across Asia, creating a single financial corridor.

Moreover, ESG (Environmental, Social, and Governance) principles are gaining traction within fintech. Companies are beginning to integrate sustainability into their business models, addressing societal challenges like climate change and inequality through financial innovation.

Conclusion

Asia’s fintech hubs are not just shaping the future of financial services—they are redefining economic paradigms. By leveraging its diversity, technology, and entrepreneurial spirit, the region has the potential to set global benchmarks in innovation and inclusivity.

However, the road ahead requires a fine balance between fostering innovation and ensuring stability. Collaboration between governments, financial institutions, and technology companies will be crucial in navigating the complexities of this fast-evolving landscape.

For those watching from afar, the growth of fintech hubs in Asia is more than a regional story—it is a glimpse into the future of global finance. Asia is not merely participating in the fintech revolution; it is leading it. The question now is not if Asia will unlock its full potential, but how quickly.

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Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic.

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