The Kuala Lumpur-based carrier, Southeast Asia’s largest airline group, which already sells car rentals, accommodation at half a million hotels and serviced apartments worldwide and holiday packages in five regional destinations, thinks it can do a better job of selling these services than the travel industry because of the volume of data available from frequent travelers on its network.

Data is at the heart of the low-cost carrier’s ambitions to grab a bigger share of tourism revenue, which is projected to rise by 53% to US$625 billion in Asia in the next five years, according to the Pacific Asia Travel Association.