HappyEasyGo, an India-based online travel agency, has announced a partnership with global payments-infrastructure provider Primer as part of its strategy to enter key markets in Southeast Asia. The company plans to establish a presence in Singapore and Malaysia initially, with the intention of further expanding into Thailand and Indonesia in the future. Founder and CEO Boris Zha cited the region’s robust economies, high internet penetration rates, and increasing demand for travel services as motivations for this strategic move.
Entering new markets presents challenges for OTAs, including navigating different local regulations and consumer behaviors. Zha highlighted cultural differences and varying levels of technological adoption as significant hurdles for companies looking to expand into Southeast Asia. One major issue facing companies in this region is the fragmented payments landscape, which necessitates the use of a unified payment infrastructure to seamlessly integrate multiple payment methods and processors.
HappyEasyGo’s partnership with Primer aims to address the need for localized payment solutions in Southeast Asia. Zha stressed the importance of improving customer satisfaction by offering familiar and trusted payment methods that make booking trips faster and easier. By leveraging data insights from transactions, the company plans to introduce targeted promotions and personalized offers to increase customer loyalty and repeat business. Popular payment methods like GrabPay, PayNow, and FPX will be key in markets like Singapore and Malaysia.
An Airwallex and Skift research report revealed that inefficient payment systems are harming the profits of 66% of travel companies. In response to this, companies like HappyEasyGo are increasingly focusing on enhancing their payment solutions to drive revenue growth and improve customer satisfaction. With the pandemic accelerating digital transformation in Southeast Asia, the region is poised to lead the shift to cashless payments and drive further innovations in digital services. By 2030, Southeast Asia’s consumer base is expected to reach 623 million, establishing the region as the world’s fourth-largest economy.
Primer, the global payments-infrastructure provider, has also partnered with other travel platforms like LoveHolidays and GetYourGuide to streamline payment strategies across Europe and beyond. The company enables businesses to gain deeper insights into active markets despite payment fragmentation across borders. By championing an open and unified payment infrastructure, Primer provides merchants with the flexibility to tailor their payment processes to their specific business needs. This approach has led to the development of powerful payment workflows, A/B testing capabilities, and granular insights that help businesses optimize payments and capture more revenue.
Overall, the partnership between HappyEasyGo and Primer reflects the growing importance of localized payment solutions in the travel industry, particularly in regions like Southeast Asia where convenience and speed are paramount for success. By offering familiar payment options and leveraging data insights, companies can not only improve customer satisfaction but also drive revenue growth and increase customer loyalty. As the region continues to embrace digital transformation and shift towards cashless payments, businesses that prioritize seamless payment experiences are likely to thrive in the evolving travel landscape.
