Food as a destination, evolving loyalty, resilience and the Australian traveller took centre stage.
Asia no longer asks where to go. It asks why. In Singapore, that shift defined TravMedia Summit Asia 2026, hosted by TravMedia at Suntec Singapore. More than 300 travel media and PR professionals joined senior leaders from hospitality, loyalty and destination marketing. Together, they shared fresh thinking, strategic connections and practical insights. The Summit then opened IMM Asia 2026, where one-to-one media appointments put brands and editors face to face, and launched the TravMedia Awards Asia, celebrating the region’s best.
A Room Full of Storytellers
TravMedia Summit Asia 2026 filled Suntec Singapore with more than hundreds travel media and PR professionals. They mingled with senior leaders from hospitality, loyalty and destination marketing. The day set the stage for IMM Asia’s one-to-one media appointments.
TravMedia CEO and Founder Nick Wayland opened with a warm welcome. “What stood out was how clearly the conversation has shifted from where people travel to why they travel,” he said. Leaders from AccorPlus, Traveloka, Sofitel, Marriott and Headline Sponsor YOTEL sat alongside the editors who shape how Asia reads about travel. Every session returned to one idea: a reason to travel matters more than a room.
The Case for a Reason
Traveloka’s Tejveer Singh Bedi, VP of Commercial, Accommodation, opened the programme with “A Reason, Not a Room: How Southeast Asia is Choosing to Travel.” His latest data showed that Southeast Asian travellers now prioritise value, benefits, access and experiences over accommodation alone. He urged brands and storytellers to respond.
Dining as Destination
Appetite took centre stage in “Food is the New Destination.” Tony Chisholm, Global SVP Food, Beverage & Entertainment at Sofitel, MGallery & Emblems, moderated. He was joined by Fontaine Cheng, Regional Dining Editor at Tatler Asia; Nicola Lee, Academy Chair Southeast Asia (South) for The 50 Best Restaurants Asia; and Petr Raba, Vice President Food & Beverage APEC at Marriott International.
Dining, they agreed, has become a primary travel motivator across Asia. Hotels are answering with chef-led concepts, experiential dining and local immersion. The panel also examined how rankings, guides and editorial coverage shape the choices of food-focused travellers.
Loyalty, Reimagined
Loyalty earned its own rethink in “Winning the Modern Traveller: How Loyalty Is Being Redefined,” sponsored by Accor Plus. Aaron Wong, Founder of The MileLion, moderated. Panellists included Emilie Couton, CEO of Accor Plus; Olivia Donnan, Senior Vice President, Brand, Culture & Growth at YOTEL; and Tony Gothard, VP Commercial Partnerships & International Marketing at Travel + Leisure Co.
Points and status, they said, are giving way to dining benefits, experiences and emotional loyalty. The conversation explored this new travel value exchange. It also surfaced strategies for earning repeat business from increasingly discerning travellers.
Lessons from the Edge
National Geographic TV adventurer Rob Lilwall then delivered the keynote, “Think Like an Adventurer: Thriving in a Changing World.” Drawing on his expeditions, he showed how resilience, adaptability and curiosity help travel professionals succeed in a rapidly changing environment.
Next, Phillipa Harrison, CEO of Ras Al Khaimah Tourism Development Authority, made the case for composure in “Calm as a Competitive Advantage.” She drew on her experience leading destinations through conflict and uncertainty. Clear, steady and honest communication, she argued, protects trust with travellers, partners and media when it matters most.
Editors Speak Freely
Editors took the stage in “Slam with Travel Editors,” moderated by Nick Wayland. Audrey Phoon, Editorial Director at Eastside; Christian Barker, Editorial Director, Consumer Publications at Signature Media; Clara Lock, Assistant Life Editor at The Straits Times; and Nana Kinno, Editor in Chief and Co founder of TARO, shared their views.
They covered current trends in Asia and how AI is reshaping editorial direction. They also championed the value of first-person experience. Delegates left with direct insight into regional editorial priorities.
Eyes on Australia
“Australian Traveller Market in Focus” turned the spotlight southward. Freelance travel writer Carolyn Beasley moderated. She was joined by Alison Roberts-Brown, Founder of Tourism Garden; Kelli Armstrong, Managing Editor at Escape; and Tom McMenemie, General Manager, Commercial at Luxury Escapes.
The session examined booking trends, research habits and purchasing behaviour among Australian travellers. It also outlined how Asian destinations and brands can engage this market through media and commercial partnerships.
Where Connections Happened
Networking remained a highlight. Headline Sponsor YOTEL enhanced the lounge with a photo wall, inviting delegates to show off their best sleeping pose. Anyone who tagged @yotel could win a complimentary night at any of its 24 hotels worldwide.
Three hours of catered open networking kept conversations flowing. The day closed with a cocktail reception at PLUME, hosted by Pan Pacific Singapore, featuring a signature cocktail and refreshments.
With Thanks
The Summit came to life through generous partners. Official Headline Sponsor YOTEL led the way, alongside session sponsors AccorPlus and Traveloka. Pan Pacific Singapore hosted the drinks reception. Meliã Hotels International supplied the coffee cart, and Travel Lifestyle Network sponsored the lanyards.
Hotel partners included APT.; COMO Metropolitan Singapore; Conrad Singapore Marina Bay; Conrad Singapore Orchard; Fairmont Singapore; Four Seasons Hotel Singapore; Frasers House, a Luxury Collection Hotel, Singapore; Hilton Singapore Orchard; JW Marriott Hotel Singapore South Beach; Mandarin Oriental, Singapore; Pan Pacific Singapore; PARKROYAL COLLECTION Marina Bay; Swissôtel The Stamford Singapore; The Capitol Kempinski Hotel Singapore; The Fullerton Bay Hotel Singapore; The Fullerton Hotel Singapore; The Ritz-Carlton, Millenia Singapore; The Singapore EDITION; The St. Regis Singapore; The Westin Singapore; and YOTEL Singapore.
The Next Chapter
Wayland closed with optimism. “Asia is where so much of travel’s next chapter is being written, and the people writing it were in this room today,” he said. “When the region’s leading brands and the editors covering them share ideas this openly, the result is better stories, smarter campaigns and a stronger industry.”
The Summit also opened IMM Asia 2026 and the TravMedia Awards Asia, recognising the best of the best in the region.
