Brands ramp up data-led offers for peak season

Singapore expects 18.5 million visitors in 2025.

As Singapore gears up to welcome 18.5 million visitors in 2025—nearing pre-pandemic levels—brands are intensifying efforts to capture peak travel demand with more strategic and targeted offers.

“Managing seasonality in travel and leisure requires some strategic marketing, including things like personalised offers, leveraging local events and dynamic pricing,” said Adam Furness, Managing Director for Asia Pacific at impact.com.

Furness noted that combining flights, hotels, and services into dynamic bundles drives higher conversions during peak periods. “It’s all about maximising conversions during the peak season, collaborating with airlines, hotels, travel agencies to offer exclusive time-sensitive deals also drives urgency and sales,” he said.

“Partnerships with tourism boards, festival organizers, local government or cultural institutions can enhance destination appeal and encourage repeat visits,” he added.

JetPac is also doubling down on peak-season readiness by incentivising affiliate partners with competitive commissions and exclusive offerings.

“We [also] offer lounge access at discounted rates whenever a customer purchases a travel e-sim with JetPac,” said Jun Kai, Commercial Lead at JetPac. “We also offer free lounge access if your flight is ever delayed.”

Furness stressed that affiliate and influencer marketing are critical channels during high-traffic seasons. “By partnering with travel-focused content creators and affiliates… brands can stay top of mind and drive repeat bookings through trusted recommendations,” he said.

Data also plays a key role in adjusting peak season strategies on the fly.

“The most successful businesses are leveraging first-party data… integrating that into emerging technologies so they can anticipate travelers’ needs at every touch point,” Furness said. “Machine learning models can predict peak booking periods, adjust pricing, promotions, marketing strategies.”

Jun added that understanding seasonality by geography is critical. “When in Singapore, the Japanese season is just spiking, but it’s very different in the US… so offers have to be really targeted to each individual customer.”