How AirAsia went social

This article provides an overview of the wide-ranging social media strategy of AirAsia, the Malaysia-based low-cost airline, as described by Kathleen Tan, Group Commercial Head, in a conference presentation and a subsequent interview with Warc.

How AirAsia went social

Low Lai Chow

At the recent Web in Travel 2012 conference in Singapore, Kathleen Tan, Group Commercial Head of AirAsia revealed some startling digital statistics.

According to Tan, the low-cost airline's weekly EDMs command a conversion rate of "8% to 10% conversion" - and by conversion, Tan wasn't merely referring to click-throughs, but actual online sales.

"It's bookings. We invested in a lot of tools to track [conversion]."

This is due in no small part to AirAsia's gutsy social media efforts. "Believe it or not, social media is our second highest [driver of...

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