Nespresso has emerged as the biggest brand mover in Australia for February 2026, reflecting a notable shift in brand perception metrics. Following closely, Canon has secured the second position, with improvements across five key metrics. Panadol ranks third, showcasing enhancements in several brand perception areas, while Breville takes fourth place. Novotel rounds out the top five brand movers in Australia.
In Hong Kong, Cathay Pacific has climbed to the top, indicating a strong performance in brand perception within the region. This upward trend in brand recognition is part of a broader movement across the Asia-Pacific (APAC) region, which is witnessing significant changes in consumer preferences.
In a related development, UST has announced an extension of its partnership with Tricentis, focusing on Australia and New Zealand. Kumaran C R, Vice President and Managing Director of UST Australia, stated, “We are proud to expand our partnership with Tricentis to Australia and New Zealand, two of the most dynamic markets in the APAC region.” This partnership aims to leverage the growing demand for digital solutions in these markets.
On the inflight connectivity front, 95% of full-service and long-haul fleets in APAC are now equipped with onboard wi-fi systems. This advancement is a response to the increasing expectations of travelers for connectivity during flights. Notably, 19% of legacy airlines in the region provide fully free wi-fi, while 35% of connected airlines offer complimentary messaging services.
APAC airlines are increasingly utilizing connectivity as a tool for customer loyalty, recognizing its importance in enhancing the travel experience. Moment’s report highlights that the inflight connectivity (IFC) market in APAC is maturing, with airlines demonstrating varying stages of digital maturity. Tanguy Morel, CEO & co-founder of Moment, remarked, “The Asia-Pacific market is one of the most advanced connectivity ecosystems globally, with airlines demonstrating different stages of digital maturity.”
As the market evolves, budget carriers are also adapting, with 33% of them now connected in APAC. The pricing for inflight connectivity services varies, with average costs for ‘surf & stream’ packages ranging from $10 to $12 per hour, and $22 to $25 for a full flight package.
These developments underscore the dynamic nature of the APAC market, where brand perception and inflight connectivity are increasingly intertwined, shaping the future of travel in the region.