Too many messages? Asian travellers say personalisation still needs boundaries

Asian travellers are broadly receptive to personalised communications from hospitality brands, but marketers risk turning them off if messages are too frequent or poorly timed, according to a new report by Braze that surveyed full-time employed consumers in Hong Kong Indonesia, Malaysia, the Philippines, Singapore and Thailand. 

The customer engagement platform’s survey found that 87% of Asian consumers reacted positively to receiving personalised communication from their favourite hospitality brands. This was especially pronounced in Thailand, where 97% of consumers responded positively.

However, the report also highlighted a key tension for travel marketers: while consumers want more relevant and personalised interactions, many are dissatisfied with how often, or when, brands are contacting them.

Don't miss: Millennials and Gen Z are spending smart, not less, on travel in 2026 

According to the report, 41% of Asian consumers said a lack of timeliness or frequency was their single biggest complaint about communications from their favourite hospitality brands. The most upsetting factor was receiving messages that were too frequent or too many.

The findings form part of Braze’s report on travel customer engagement in Asia, which identified three trends travel marketing leaders should prioritise in 2026: digital communication, personalisation and value-driven decision-making.

Email emerged as the top preferred channel for Asian consumers to receive marketing communications from their favourite brands. Across the region, email ranked ahead of messaging apps and in-app notifications, underscoring its continued relevance as a customer engagement channel despite the rise of mobile-first platforms.

The report noted that email’s strength lies in its ability to deliver personalised, content-rich communications at scale, particularly in a region with high digital adoption and diverse consumer preferences. Consumers in the Philippines showed the strongest preference for email among the markets surveyed.

However, channel preferences varied across Asia. While email ranked first across the regional average, messaging apps were the top channel in Malaysia, followed by email and in-app notifications. In Hong Kong, Singapore and the Philippines, SMS also ranked among the top three preferred channels.

Beyond channel strategy, Braze said personalisation remains a major differentiator for hospitality and travel brands in Asia. The issue, however, is not necessarily technological capability, but understanding what consumers actually value.

When planning travel, 62% of Asian consumers said loyalty perks or points were the most useful type of personalisation, followed by price drop alerts at 57%. This suggests that travellers are most receptive to personalisation when it delivers tangible benefits, rather than generic brand messaging.

Value also emerged as a defining factor in travel decisions. The most impactful factor for travel bookings among Asian consumers is securing the best value, defined as prices and relevant offers. This ranked ahead of flexibility and control, simple digital experiences, timely proactive updates, and confidence in the user experience.

Consumers in the Philippines rated securing the best value more highly than any other market in the region, reflecting a broader trend of travellers balancing price sensitivity with expectations for relevant offers and a quality experience.

Loyalty programmes are also being assessed through this value lens. Braze found that the number and quality of deals offered was the top motivator for Asian consumers to sign up for loyalty programmes. 

At the same time, consumers are placing clear boundaries around how their personal data should be used. Nearly 69% of Asian consumers said they would like their favourite hospitality brands to use their personal data only for discounts, exclusive offers and rewards. This sentiment was strongest in Hong Kong, where the figure rose to 75%.

However, attitudes toward data usage differ across markets. In Indonesia, 34% of consumers said brands should never use personal data for marketing purposes, compared with the Asia regional average of 28%.

The findings point to the need for travel brands to tailor engagement strategies to local sensibilities while respecting privacy expectations. Brands that can combine digital communication, meaningful personalisation and clear value exchange will be better placed to build loyalty among Asia’s increasingly discerning travellers.

The findings come as travel brands across APAC contend with increasingly complex traveller behaviours. A separate study by Scoot and YouGov found that solo travel is becoming more mainstream, with one in three APAC travellers planning a solo trip in the next 12 months across markets including Singapore, Malaysia, Indonesia, the Philippines, Thailand and Australia.

The study found that solo travellers are typically younger and digitally led, with 45% aged 18 to 34 and women making up 56% of the segment. Their top motivations include the freedom to explore without compromise, personal growth and escaping daily routines.

Digital platforms also play a central role in planning, with travellers using online travel agencies, airline websites, reviews, TikTok and Instagram to shape decisions around accommodation, flights, food and activities, underscoring the need for travel marketers to be present with relevant, useful and trusted content across the customer journey.

Related articles:   
Sports and concerts drive APAC travel as fans prioritise experiences  
Survey: 89% of Indonesian Muslims prioritise halal food when choosing travel destinations  
Why halal travel could be the next big play for Malaysian marketers