KDDI Joins Travel Alliance to Expand APAC Cross-Border Travel Perks
KDDI Corporation announced that it has joined the Travel Alliance, an Asia-Pacific (APAC) cross-border rewards programme offering exclusive benefits that go beyond regional and corporate boundaries (hereafter referred to as “this initiative”). Through this initiative, KDDI aims to provide a wide suite of offerings, including shopping, lifestyle perks, and other value-added services, across the travel journey to travelers by the end of 2025.
The Travel Alliance was established in February 2024 by Singtel, a Singapore-based telecommunications provider, in partnership with six leading APAC telecom operators: AIS (Thailand), Globe (Philippines), HKT (Hong Kong), Optus (Australia), Taiwan Mobile (Taiwan), and Telkomsel (Indonesia), to deliver value-added services beyond traditional telco offerings.
While such cross-border reward programmes are common in the airline industry, this initiative is an innovative approach within the telecommunications sector, offering benefits that transcend country and corporate boundaries.
Why KDDI Joined
KDDI aims to augment its traditional telecom service offerings with value‑added services tailored for travelers—encompassing shopping, dining, transport, and exclusive lifestyle rewards—via a unified platform accessible before and during travel. The company’s strategic goal: to exceed customer expectations by delivering “experience value” beyond mere connectivity.
Anna Yip, CEO of Singtel’s International Group and Chairperson of Travel Alliance said, “We’re committed to offering the most options and value to our customers through the Travel Alliance programme, starting with rewards and growing the range of offerings as we build the travel loyalty ecosystem.
The Alliance already provides nearly 300 million customers with a rich array of lifestyle, dining, transport and retail perks. With the addition of KDDI, we can deliver more benefits to our customers across the region. As we continue to grow our network, travelers can look forward to even more unique experiences across an expanding number of destinations.”
Background
In recent years, the easing of international travel restrictions and the recovery of tourism demand have led to increased cross-border movement, particularly in the APAC region. To enhance the convenience of international travelers, there is growing importance not only for seamless roaming connectivity but also for value-added services. In response to these evolving needs, telecom operators are collaborating to build a structure that enables customers to access meaningful benefits and reliable support during their travels.
Purpose of KDDI’s Participation
KDDI is committed to “delivering experience value that exceeds customer expectations” and aims to support lifestyles not only through telecom infrastructure but also through comprehensive services for everyday life and travel.
Through this initiative, KDDI will enhance the environment in which its customers can enjoy safe, comfortable, and exciting experiences and services while traveling across the APAC region. In addition, by collaborating with other alliance members, KDDI will promote the creation of new value in the global market.
What to Expect
- Pan‑regional perks: KDDI subscribers will soon enjoy regional access to deals and discounts on hotels, dining, transport, and shopping.
- Mobile app & support: A multiregional app, launching by end‑2025, will allow customers to access rewards seamlessly and get traveler support via their home telco.
- Network expansion: The alliance expects more partners and perks—following prior agreements with Grab and Trip.com, which brought ride‑hailing discounts and flight/hotel deals earlier this year.
In Summary
KDDI’s move underscores a shift in telecom strategy—from mere connectivity to lifestyle integration. As part of the Travel Alliance, KDDI subscribers will soon enjoy expanded travel benefits across APAC through a unified digital experience. For travelers, this equates to better deals, streamlined support, and enhanced convenience—wherever they roam.
About Travel Alliance
The Travel Alliance is the world’s first cross-border telco rewards programme, established in 2024 by leading APAC telecom operators, including Singtel. It provides nearly 300 million customers with benefits in transportation, dining, shopping, and lifestyle services at their travel destinations.
The service is scheduled to launch in 2025, with a mobile app that allows users to easily access and utilize local reward information. Travelers will also be able to receive seamless customer support through apps provided by their home telecom operators while abroad.
The Alliance will continue to expand its membership and strive to enhance convenience and experiential value across the APAC region.
