Case Study: AirAsia achieves 19% higher flight booking rates and 5% more installs with AppsFlyer

Why AirAsia prioritized user experience

AirAsia, the largest airline in Malaysia and creator of the airasia Superapp, faced a major challenge getting users to migrate from their established web browsing habits to a unified app experience across different devices and operating systems while preserving user progress and measuring the results. To address this, AirAsia partnered with AppsFlyer and adopted AppsFlyer’s Customer Experience and Deep Linking suite—powered by OneLink—and Smart Banners to enable seamless web-to-app journeys.

AppsFlyer deployed Smart Banners and OneLink-powered deep links across mobile web pages and email campaigns, detecting device/OS to route users to the correct store or directly into specific in-app content, using contextual promo codes to drive installs and cross-selling. As measured by AppsFlyer, this approach delivered a 5% increase in total installs, more than 15% of installs from email-to-app journeys, and a 19% improvement in flight booking rates versus organic benchmarks, along with higher click-to-install conversions and post-install engagement.

AirAsia

Yen Huan Tai

Growth & Digital Marketing Manager