Founded in 1974, TTG Asia Media is Asia-Pacific’s leading publisher and event organiser in the travel and tourism industry. They have been responsible for the delivery and distribution of editorial and intelligence analysis in Asia-Pacific through its four business groups - Travel Trade Publishing, Maps and Guides Publishing, Events and Global Commerce. With the rise of digital media, how does one remain relevant after 46 years?
On 24 January 2020, we were honoured to have Mr Ooi Peng Ee, head of TTG Global Commerce and Development, to share with us on TTG Asia’s corporate strategy in engaging travel industry stakeholders’ channels and distributions.
When it first started out, the broadsheet newspaper was highly sought after by industry professionals as TTG filled the demand for market intelligence that the industry needed. In 1983, they further ventured into the MICE segment by launching its own trade show, ICMA. Destination depended on TTG to act as an intermediary by sieving through the different buyers, with whom they had already been engaging.
With the company’s visionary outlook, TTG ventured into database marketing in 1985, leveraging its rich data assets sourced from readers database and directory listing from its Information Group. TTG’s Asia Pacific Travel Index was so successful that it had to be closed after two year as competitors began reproducing it, for a lower cost, overseas.
Looking forward, customer engagement will be influenced by many factors such as channel proliferation, disintermediation to name a few. All these will influence TTG’s approach in staying relevant. One way TTG circumvents this is through working with leading media agency, MEC, to launch TTG’s digital offerings in 2009. MEC also assisted TTG to formulate its digital marketing strategy. Recently, they begin forming strategic partnerships with leading, award-winning technology team to deliver finest experiential solutions for the next generation of travellers
In 46 years, TTG has gone through different stages of transformation, navigating changes such as moving from physical to digital engagement platform and expanding on channels. One thing that stays the same is that TTG is still a company that connects the sellers and buyers in the industry through the value they provide in their print, quality of media and market intelligence. At the end of the day, TTG is a marketing engagement company that is able to connect to the various channels by understanding the different needs and requirements of each channel. And that is what makes them successful even after almost half a century.
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