Enrich adds Singapore Airlines as new partner
Malaysia Airlines’ Enrich loyalty program has added Singapore Airlines as an earn and redeem partner, allowing members to accumulate Enrich points on select Singapore Airlines routes. These routes include flights between Singapore and Malaysia, Europe, and South Africa, with earning rates varying by class – ranging from 150% in First Class to 25% in Economy for lower fare classes. Malaysia Airlines has published full details on its website, outlining the eligible booking classes and the corresponding points members can earn.
Redemption options are available on the same routes, divided into three zones. Flights between Singapore and Malaysia require 9,000 Enrich points for Economy and 13,000 for Business, while Singapore to Istanbul or Johannesburg costs 112,000 points for a one-way Business Class ticket. Other long-haul routes fall into a third tier, requiring 150,000 points for a Business Reward. This partnership builds on the airlines’ 2019 commercial agreement, which has since expanded to include codeshare flights in 2021 and KrisFlyer mile redemptions on Malaysia Airlines flights last year.
TripAdvisor continues battle with fraud in its review system
Tripadvisor removed over 2.7 million fraudulent reviews in 2024, a significant increase from two million in 2023, according to its latest Transparency Report. The company reviewed 4.2 million reviews last year using a combination of automated detection, human moderation, and community input. While nearly 88% of the 31.1 million reviews submitted passed the automated checks, 7.3% were rejected by technology, and 4.9% were flagged by moderators. The most common form of fraud was “review boosting,” where businesses or affiliates posted fake positive reviews to improve their rankings, making up 54% of all fraudulent cases. Tripadvisor also warned around 9,000 businesses for incentivising fake reviews.
The report highlighted emerging challenges, including the rise of AI-generated content, with 214,000 such reviews removed in 2024. While AI has benefits, Becky Foley, Tripadvisor’s head of trust and safety, emphasised the need to eliminate automated content to maintain traveler trust. Despite the growing number of fraudulent reviews removed, Tripadvisor reported a 34% decline in fake review attempts compared to 2023.
Mabrian and The Data Appeal Company partner with WTTC to drive data-driven tourism growth
Mabrian and The Data Appeal Company – Almawave Group have signed a partnership with the World Travel & Tourism Council (WTTC) to provide data-driven insights that support sustainable tourism growth. As WTTC’s Knowledge Partner, they will grant access to their travel intelligence databases, offering analysis on key industry trends such as air connectivity, traveller sentiment, demand profiling, and accommodation supply. WTTC’s Senior VP, Virginia Messina, emphasised the importance of data in shaping the sector’s future, while The Data Appeal Company’s CEO, Mirko Lalli, highlighted the partnership’s role in helping industry leaders anticipate trends and optimize strategies.
The agreement, formalised at ITB Berlin, will enhance WTTC’s research and advocacy efforts by leveraging the expertise of Mabrian and The Data Appeal Company. Their insights will support industry research, policy development, and thought leadership to foster informed decision-making. Carlos Cendra, Partner and Director at Mabrian, expressed enthusiasm about strengthening their collaboration with WTTC after six years as an associate, reinforcing their commitment to providing actionable data intelligence for a more resilient and sustainable travel industry.
Hubby eSIM expands its reach with five new B2B travel partners
Hubby eSIM, a leading B2B provider of internet connectivity solutions, has expanded its partner network by adding five new travel companies: Nuco Travel Group, Londonist DMC, Route Trip USA, Further Travel, and Experience Plus. These partnerships reflect the rising demand for seamless and affordable internet access while travelling, with 96% of travellers considering reliable connectivity essential. Hubby eSIM’s solutions allow these companies to integrate mobile internet services into their travel packages, offering customers easy-to-install and cost-effective connectivity in over 200 countries and regions.
The company’s eSIMs provide multiple benefits, including app-based installation, localised rates up to 95% cheaper than traditional roaming fees, and the ability to share data plans among groups or families. According to Boris Bijlstra, Co-founder of Hubby eSIM, the eSIM market is projected to reach €3.3 billion by 2025 as demand continues to grow. Hubby’s goal is to connect travel brands with their customers through customized eSIM services, enhancing travel experiences and strengthening its position in the industry.
Most business travellers would let AI do their bookings
A new study from Amadeus Hospitality, titled “Travel Dreams,” reveals that a majority of business travellers are open to AI handling travel bookings. The survey, conducted with Opinium Research, found that 54% of business travellers would be comfortable with AI making bookings for them. Additionally, 60% of respondents were open to AI-powered dining recommendations, while 51% welcomed AI assistance in choosing destinations. The study, which surveyed 6,000 travellers across six countries, also included insights from industry executives at major hospitality brands like Lexis Hotels, Marcus Hotels, and AXA Partners.
Beyond AI, business travellers are increasingly interested in technology-driven travel experiences. The report found that 71% of business travellers prefer self-service or online check-in, while 41% believe AI should be part of an ideal future stay. Payment preferences are also evolving, with 22% of business travellers expressing interest in digital wallets or cryptocurrency as a payment option. When it comes to booking, online travel agencies (OTAs) remain the preferred choice, with 41% of travelers using them for hotel reservations, compared to 21% who book directly through a hotel’s website.
The study also highlights a growing willingness among travellers to share personal data in exchange for personalised deals. While 50% of all travellers were open to data sharing, this number jumped to 66% among business travellers, indicating a stronger preference for tailored offers. The report covered additional topics such as marketing, social media, travel insurance, and leisure travel trends, painting a broader picture of the evolving landscape of travel and hospitality.
Header image credit: Malaysia Airlines / Enrich by Malaysia Airlines
