In today’s competitive travel landscape, where passenger expectations are rapidly evolving, AirAsia MOVE is pushing boundaries to create a new kind of travel platform – one that places the traveller at the very heart of its strategy. At APEX FTE Asia Expo, taking place in Singapore on 11-12 November 2025, Jan Takacs, Head of Design & UX, AirAsia MOVE, will deliver the Opening Keynote on the free to attend Expo Stage titled ‘Built Different: How AirAsia MOVE is personalising travel, driving new revenue streams, and challenging the OTA status quo’. In this interview, ahead of his participation at the event, Takacs shares the company’s “ultimate ambition to build Asia’s most loved travel platform” by driving innovation, personalisation, and a seamless experience at every touchpoint.
See the full APEX FTE Asia Expo 2025 schedule at a glance >> Register for APEX FTE Asia Expo 2025 – free to attend >>Building the future around the traveller
At the core of AirAsia MOVE’s mission is a deep commitment to customer-centricity. For Takacs, this means going beyond standard digital solutions and truly understanding the diverse needs of the region’s travellers.
“Customer-centricity isn’t just a buzzword – it’s the foundation of long-term success,” Takacs explains. “We’re relentlessly close to our customers, conducting research both online and in-person. It’s an ongoing process that delivers insights which can be eye-opening, and sometimes humbling. But without embracing that messy reality, you can’t truly innovate.”
This commitment to understanding traveller behaviour has been pivotal in shaping AirAsia MOVE’s approach to personalisation. Unlike many digital platforms that rely solely on algorithms for recommendations, AirAsia MOVE focuses on the human side of the equation – understanding travellers’ intentions and preferences at every stage of their journey.
“We aim to remove common digital pain points, allowing travellers to focus on the joy of their journey,” says Takacs. “It’s about curating intuitive, frictionless experiences, particularly when today’s travellers are overwhelmed by choices.”
Accelerating innovation: embracing the social-first era
AirAsia MOVE is also positioning itself at the intersection of travel and digital transformation by embracing a more social-forward approach. Takacs highlights that today’s ‘TikTok generation’ is no longer just looking to book travel – they want to interact, create, and share experiences in real time.
This shift is reflected in the evolution of the MOVE app, which is no longer just a platform for booking flights and hotels. “We’re moving beyond the purely transactional model,” Takacs shares. “We’re creating a space where travellers feel genuinely connected to one another, not just sold to. It’s about community, content creation, and shared inspiration.”
The platform now includes features like MOVETIX, a discovery tool that introduces users to events, activities, and experiences. By integrating these elements, AirAsia MOVE is fostering a richer, more engaging experience that appeals to younger audiences looking for both convenience and meaningful interactions.
As the theme of the upcoming APEX FTE Asia Expo is ‘Accelerating Innovation’, it’s clear that AirAsia MOVE is fully aligned with this vision. What began as a single airline app has now evolved into a comprehensive OTA (Online Travel Agency) ecosystem. According to Takacs, the key to this transformation has been focusing on natural vertical connections between different travel services – flights, hotels, transfers, and even local events.
“Convenience is the new currency,” Takacs notes. “Our goal is to make everything available in one place, so travellers don’t have to jump between multiple platforms. This unification creates significant bundling opportunities, which is essential for budget-conscious travellers who need maximum value at every step.”
The move to bundle services offers tangible value for customers. AirAsia MOVE’s SNAP product, for example, combines flights and hotels into an affordable package, maximising savings for budget travellers. “Our customers often save for months for a single trip,” says Takacs. “They don’t just want value – they need maximum value. We treat their wallets with respect.”
A competitive edge built on connection
AirAsia MOVE is operating in a crowded market, but Takacs believes the platform’s unique positioning gives it a competitive edge. For him, the key to success lies in two core principles: value and connection.
“Value is in our DNA. It drives products like SNAP, our bundled offering, and our loyalty program, AirAsia Rewards. But more importantly, it’s about connection. We’re tearing up the old OTA model,” Takacs explains. “Instead of just focusing on transactions, we’re building a social-first platform where people can find inspiration, share stories, and connect over their travel experiences.”
For Takacs, this shift is the most significant part of AirAsia MOVE’s strategy going forward. The focus is not just on completing a transaction but on fostering a community that resonates with travellers, particularly the younger, digitally native generation.
“Ultimately, it’s the connection – how we engage with our travellers beyond the transaction – that will drive our success. That’s our competitive edge,” says Takacs.
Looking ahead: a new era for travel platforms
As AirAsia MOVE continues to innovate and challenge the status quo of the OTA market, it is clear that its customer-first, social-forward approach is shaping the future of travel. With a strong focus on personalisation, value, and creating genuine connections, AirAsia MOVE is not just building a travel platform – it’s building a community. In the fast-evolving landscape of travel technology, AirAsia MOVE stands as a powerful example of how airlines and travel companies can create meaningful, long-lasting connections with their customers while driving new revenue streams and operational efficiency.
12 compelling reasons to attend APEX FTE Asia Expo’s 15th anniversary show – Singapore, 11-12 November – free to attend
APEX FTE Asia Expo takes place on 11-12 November 2025 at the iconic Marina Bay Sands, Singapore. Co-hosted by Future Travel Experience (FTE) and the Airline Passenger Experience Association (APEX), and supported by Headline Partners Changi Airport Group, Singapore Airlines and Onboard Hospitality, this milestone 15th anniversary edition promises our biggest-ever exhibition, most comprehensive conference agenda, and a vibrant social programme. Airline and airport representatives qualify for a complimentary Premium Pass, providing full access to conference keynotes and sessions, the AI-powered event app, our dynamic networking programme, and the exclusive Changi Airport tour. Find out more by reading our ‘12 reasons to attend’.
See the full APEX FTE Asia Expo 2025 schedule at a glance >> Register for APEX FTE Asia Expo 2025 – free to attend >>
