Travel Alliance launches APAC’s first cross-border telco rewards programme

The Travel Alliance, a coalition of leading mobile operators across Asia Pacific including Singtel, AIS, Taiwan Mobile, GOMO Philippines, KDDI, Telkomsel, Optus and HKT, has launched WanderJoy, a cross-border rewards programme by telcos.

Designed to streamline rewards for travellers, WanderJoy aims to address persistent pain points in cross-border travel, including disjointed loyalty schemes, frequent SIM swaps, and limited access to perks abroad.

In conversation with MARKETING-INTERACTIVE, Anna Yip, CEO of international digital services at Singtel and chairperson of the Travel Alliance, said the idea was born from a simple but powerful insight: while people are travelling more across Asia Pacific, their experiences remain fragmented.

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“From managing multiple apps and rewards systems to accessing benefits abroad, travellers face friction that we as telcos are uniquely positioned to solve. We already connect them seamlessly across borders — WanderJoy builds on that foundation by transforming connectivity into a bridge for richer, more rewarding travel experiences,” she added.

The Alliance, which already serves over 350 million customers with 5G connectivity and roaming, is now extending its ecosystem to deliver a unified platform for travel privileges, from premium airport experiences to dining and entertainment rewards.

Since its soft launch in June, WanderJoy has steadily expanded its partner network, offering curated perks accessible via the Alliance members’ apps, including myAIS, The Club, KDDI au Unlimited Data Overseas, GOMO PH, My Singtel, Taiwan Mobile, and MyTelkomsel.

New partners enhancing the programme include Dragonpass, Estée Lauder, Grab, KKday, Omio, and Trip.com, offering benefits ranging from airport lounge access to exclusive lifestyle experiences. Travellers are encouraged to check their telco apps regularly, as WanderJoy continues to expand its catalogue of rewards and seasonal campaigns.

Yip framed WanderJoy as more than a rewards programme. “The Travel Alliance members are moving beyond connectivity to becoming travel enablers — giving our customers a window into new experiences and making their trips smoother and more memorable. As more people rely on their phones to plan, book, and navigate their journeys, we’re evolving with them, using data and partnerships to guide, delight, and inspire," she said.

Yip added that the initiative also supports Singtel’s broader brand positioning as a travel-friendly telco. “As a leader in roaming and digital experiences, we’re extending our value proposition beyond connectivity — enabling customers to access exclusive perks, experiences and privileges wherever they go,” Yip explained.

To drive adoption and engagement, Singtel is rolling out in-app campaigns, targeted notifications, and seasonal offers that reward early users, said Yip. She noted that users also receive personalised recommendations based on their travel patterns, destinations, and preferences, with AI-powered features such as trip planning, real-time concierge support, and instant bookings set to launch in future updates.

Yip added that co-marketing campaigns with Travel Alliance members and partners across travel, retail, and lifestyle sectors are also in the pipeline to amplify reach and engagement.

The programme, she said, is being scaled through a unified framework that merges shared technology with local market expertise, ensuring a consistent yet locally relevant experience for travellers across Asia-Pacific.

“Each member contributes insights and partnerships from their market while maintaining a consistent experience across apps. This launch is just the beginning — we’re expanding an ecosystem that brings together more telcos, travel brands, and lifestyle partners across the region, enriching every journey," Yip added. 

In tandem, Derrick Heng, chief marketing officer at Telkomsel, echoed the cross-border focus, adding, “By leveraging trusted networks and regional partnerships, the Alliance moves beyond connectivity to enrich the digital travel ecosystem with WanderJoy. More than a rewards platform, it empowers travellers with seamless, borderless lifestyle experiences across Asia-Pacific."

"Telkomsel looks forward to enhancing our roaming and loyalty capabilities to deliver the best digital experiences for Indonesians at home and abroad," added Heng. 

Meanwhile, Pratthana Leelapanang, deputy CEO and COO of AIS, highlighted the programme’s practical benefits for travellers. “WanderJoy was developed to meet the needs of modern travellers who seek convenience, value, and confidence when using mobile services overseas — whether in Thailand, Singapore, Japan, Hong Kong, Taiwan, the Philippines, Indonesia, or Australia."

He added, "This collaboration reflects AIS’s role as a regional connectivity leader and ensures our roaming services go beyond seamless connectivity to offer greater value and truly elevated travel experiences.”

Dom Brucal, head of GOMO Philippines, framed the programme from a customer-first, freedom-of-use perspective, “GOMO’s all about giving customers the freedom to do more, no hassles, no limits. With WanderJoy, we’re taking that mindset global. Our customers can now enjoy exclusive perks and travel experiences across Asia-Pacific, all from the GOMO app. Travel should be just as bold and borderless as our users.”

WanderJoy builds on the Alliance members’ broader efforts to enhance travel experiences through connectivity. Singtel, for example, is reimagining traditional tourist SIMs with its 5G+ tourist SIM in Singapore, launched in July.

The SIM unlocks an augmented reality (AR) “digital passport” that guides users through ten must-visit spots, including Merlion Park, Sentosa, and Mandai Zoo, with interactive maps, trivia, mini-games, and rewards — all without downloading an app. Shilpa Aggarwal, vice president of mobile customer solutions at Singtel Singapore, told MARKETING-INTERACTIVE at the time that the concept stems from travellers’ desire for experiences that feel personal, playful, and purposeful.

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