Growth Opportunities for
Your Tourism Enterprise
SINGAPORE TOURISM BOARD
TOURISM INDUSTRY CONFERENCE 2015
The slides
1 are property of STB and shall not be reproduced and/or distributed without permission from STB
2014 KEY FIGURES
International
Visitor Arrivals
Tourism
Receipts
15.1
S$23.6
Million
Billion
(-3% vs. 2013)
(0% vs. 2013)
Source: STB
The slides are property of STB and shall not be reproduced and/or distributed without permission from STB
QUALITY TOURISM GAINING TRACTION
TR held steady
despite VA
decline
Visitors stayed
longer & spent
more
The slides are property of STB and shall not be reproduced and/or distributed without permission from STB
QUALITY TOURISM GAINING TRACTION
China
Average Length of Stay
No. of visitors on
mono-Singapore trips
+44%
+22%
Per capita expenditure* in SGD
of mono-Singapore visitors
+13%
Shopping
Accommodation
*Per Capita Expenditure refers to Tourism Receipt Per Capita Expenditure
excluding Sightseeing, Entertainment & Gaming
The slides are property of STB and shall not be reproduced and/or distributed without permission from STB
More likely to visit
paid-attractions
Visito
rs
longe stayed
r & sp
more ent
QUALITY TOURISM GAINING TRACTION
Australia
Average Length of Stay
No. of visitors on
mono-Singapore trips
+8%
+8%
Per capita expenditure* in SGD
of mono-Singapore visitors
+4%
Accommodation
F&B
*Per Capita Expenditure refers to Tourism Receipt Per Capita Expenditure
excluding Sightseeing, Entertainment & Gaming
The slides are property of STB and shall not be reproduced and/or distributed without permission from STB
Preference for
‘authentic’ experiences
Visito
rs
longe stayed
r & sp
more ent
HOTEL INDUSTRY PERFORMANCE
Average
Total Gazetted
Room Rate
Hotel Revenue
$258
S$3.1b
-0.2%
+7.2%
Hotel industry performance held steady
despite increased supply
Average
RevPAR
Occupancy Rate
85%
$220
-0.9%
-1.1%
Source: STB. Monthly Hotel Returns as at 26 Jan 2015
The6slides are property of STB and shall not be reproduced and/or distributed without permission from STB
Macro-economic
headwinds
Competition has
intensified
Growth of
outbound
visitors from Asia
Global interest in
Singapore
Lonely Planet, New York times,
CNN Traveller, The Guardian
The slides are property of STB and shall not be reproduced and/or distributed without permission from STB
Opportunities
Challenges
OUTLOOK FOR 2015
OPPORTUNITIES AMIDST A
CHALLENGING PERIOD
Partner STB
to drive
visitor
arrivals and
spend
Tap on
growth
segments
The slides are property of STB and shall not be reproduced and/or distributed without permission from STB
Innovate
and
restructure
OPPORTUNITIES AMIDST A
CHALLENGING PERIOD
Partner STB
to drive
visitor
arrivals and
spend
Tap on
growth
segments
The slides are property of STB and shall not be reproduced and/or distributed without permission from STB
Innovate
and
restructure
Market Strategy
Ramping up marketing efforts
• Deepen reach in our core
markets
• Expand in other markets
with high potential to grow
The slides are property of STB and shall not be reproduced and/or distributed without permission from STB
Integrated Marketing Campaigns
2014 Integrated Marketing Campaigns
Build on this approach in 2015
• Campaign ideas that
resonate with target
audience
• Connect emotively
through story-telling
• Reach them via different
media channels
The slides are property of STB and shall not be reproduced and/or distributed without permission from STB
2014
Vietnam. Australia. Malaysia.
India. China
2015
India. Australia. China
The slides are property of STB and shall not be reproduced and/or distributed without permission from STB
Tailored for the Markets
“Strangely Wonderful
Singapore”
“Memories that
Bind”
The slides are property of STB and shall not be reproduced and/or distributed without permission from STB
STB’s Partnership with CAG
Combined $35 million to
jointly market Singapore
and Changi Airport
Deepen marketing
efforts
The slides are property of STB and shall not be reproduced and/or distributed without permission from STB
Jubilee Marketing Campaign
$20 million from STB and industry to
celebrate our Golden Jubilee year
Jubilee Marketing Campaign
DEALS & EXPERIENCES ACROSS 5
PILLARS
FLY
SHOP
STAY
PLAY
EAT
Jubilee Marketing Campaign
DEALS & EXPERIENCES ACROSS 5 PILLARS
FLY
STAY
SHOP
EAT
PLAY
Best flight rates across markets
Jubilee Marketing Campaign
DEALS & EXPERIENCES ACROSS 5 PILLARS
FLY
STAY
SHOP
EAT
PLAY
“Stay 2 nights, 3rd night free” promotion with
hotel partners
Jubilee Marketing Campaign
DEALS & EXPERIENCES ACROSS 5 PILLARS
FLY
STAY
SHOP
EAT
PLAY
Special deals in partnership with payment
gateway and retailers
Jubilee Marketing Campaign
DEALS & EXPERIENCES ACROSS 5 PILLARS
FLY
STAY
SHOP
EAT
PLAY
Special menus and dining experiences by
F&B players
Jubilee Marketing Campaign
DEALS & EXPERIENCES ACROSS 5 PILLARS
FLY
STAY
SHOP
EAT
PLAY
SG50 itineraries, Pedestrian Night and other
precinct and in-mall activities
Jubilee Marketing Campaign
DEALS & EXPERIENCES ACROSS 5 PILLARS
FLY
STAY
SHOP
EAT
PLAY
MARKETS:
Indonesia - China – India - Philippines – Japan - Korea - Vietnam
INVESTMENT IS OVER AND ABOVE EXISTING INTEGRATED
MARKETING CAMPAIGNS
You Can Get Involved
Jubilee Marketing Campaign
•
Get listed on the
campaign website
•
In-store/in-mall
experiences and
retail offerings
You Can Get Involved
YourSingapore.com & Social Media
• Share your
content with us
• Collectively
engage our fans
You Can Get Involved
TripAdvisor Hub for Singapore
• “Live Like a Local”
• Curate lesserknown areas or
“hidden gems”
• Industry workshop
for stakeholders
Increase in BTMICE Marketing activities
Brand building
campaigns
Association Conventions and
Exhibition & Conference event
organizers in Europe and USA
Meetings and Incentive Travel
planners and intermediaries
based in Asia Pacific
Industry clusters
marketing
Event delegates in Asia Pacific
OPPORTUNITIES AMIDST A
CHALLENGING PERIOD
Partner STB
to drive
visitor
arrivals and
spend
Tap on
growth
segments
The slides are property of STB and shall not be reproduced and/or distributed without permission from STB
Innovate
and
restructure
Tap on Growth Segments
Incentive
Travel
Cruise
Learning
Travel
Incentive Travel
Renewed interest in Singapore
‘Wow’ factor: not just diverse offerings but curated in
compelling and memorable ways
E.g. Forever Living Global Rally
The slides are property of STB and shall not be reproduced and/or distributed without permission from STB
Cruise
Growth in passenger throughput expected
Understand needs of cruise passengers and get
into shore excusions and pre-/post-cruise stays
Travel Agents play an integral role
Compelling proposition for MICE segment
The slides are property of STB and shall not be reproduced and/or distributed without permission from STB
Learning Travel
Growing demand in experiential and professional
learning travellers
Source markets: China, Japan, India, Malaysia,
Thailand and South Korea
Opportunities for ground agents, tourist guides,
accommodation, attractions and precincts
stakeholders, retail and dining, to tap into this
growth
The slides are property of STB and shall not be reproduced and/or distributed without permission from STB
OPPORTUNITIES AMIDST A
CHALLENGING PERIOD
Partner STB
to drive
visitor
arrivals and
spend
Tap on
growth
segments
The slides are property of STB and shall not be reproduced and/or distributed without permission from STB
Innovate
and
restructure
Innovate and restructure
Products
and Services
Leverage on
Technology
Restructure
business
processes
Innovate and restructure
Products
and Services
Leverage on
Technology
Restructure
business
processes
Gardens by the Bay
• Continuously introduce
new events despite strong
visitor numbers
• E.g. ‘Tulipmania’ and
‘Christmas Wonderland’
Tulipmania
• Visitorship grew 36% in
2014
Christmas Wonderland
Photo credit: Gardens by the Bay
The slides are property of STB and shall not be reproduced and/or distributed without permission from STB
Halloween Horror Nights at
Universal Studios Singapore
• Constantly pushing
boundaries on
programming
• Scaled new heights in
2014: doubled foreign
visitorship and drew
140,000 visitors
The slides are property of STB and shall not be reproduced and/or distributed without permission from STB
Skyline Luge Sentosa
• Smaller attraction but
still big on efforts to
refresh product and
increase productivity
• Efforts helped to sell
more rides and grow
revenue in 2014
Photo credit: Skyline Luge Sentosa
The slides are property of STB and shall not be reproduced and/or distributed without permission from STB
Singapore Cocktail Week
• Example of an event
with good concept and
strong line-up
• Kickstart Fund
receipient
• First-of-its-kind festival
build around emerging
cocktail scene
Photo credit: Singapore Cocktail Week
The slides are property of STB and shall not be reproduced and/or distributed without permission from STB
Robinsons The Heeren
• Double digit growth, with
higher tourist footfall and
sales
• Partnerships with travel
trade stakeholders
• Actively shapes shopping experience and
tweaks product offerings in response to
feedback
The slides are property of STB and shall not be reproduced and/or distributed without permission from STB
Suntec Convention & Exhibition Centre
• Continual push to invest in
technology and raise
service standards
• “World’s Leading Meetings
and Conference Centre”
award in 2014
Photo credits: Suntec Convention & Exhibition Centre
The slides are property of STB and shall not be reproduced and/or distributed without permission from STB
Innovate and restructure
Products
and Services
Leverage on
Technology
Restructure
business
processes
Leverage on Technology
Enhance and build visitor experience
Understand customers and cater to their
needs
Build advocacy and loyalty through more
personalized engagement
The slides are property of STB and shall not be reproduced and/or distributed without permission from STB
Leverage on Technology
The Detourist
Mobile app
Guide travellers from where
they are, to where they want
to be with unique detours inbetween
Inset photo source: The Detourist
The slides are property of STB and shall not be reproduced and/or distributed without permission from STB
STB’s RFID Pilot in River Safari
RFID-enabled kiosks and
wrist bands
Positive feedback from
guests
Potential to be applied
across customer
segments, platforms and
geographies
The slides are property of STB and shall not be reproduced and/or distributed without permission from STB
Innovate and restructure
Products
and Services
Leverage on
Technology
Restructure
business
processes
Hotel Industry Transformation
• Redesign jobs and change to
smarter ways of operation
• E.g. Millennium & Copthorne
International Group
• Hotel Productivity Centre
Photo credit: Millennium & Copthorne International Group
The slides are property of STB and shall not be reproduced and/or distributed without permission from STB
Higher Value-Add & Productivity
Model for Travel Agents
• Higher value-add and
productivity model in
Europe
• Invest in technology
and training
• E.g. Travel Counsellors’
home-based workforce
The slides are property of STB and shall not be reproduced and/or distributed without permission from STB
STB will partner
you in your
transformation
journey
The slides are property of STB and shall not be reproduced and/or distributed without permission from STB
STB Initiatives to Support You
Market insights
Tourism Marketing Labs
Business Events in Singapore 2 (BEiS2) and
Leisure Events Fund 2 (LEF2)
Enhanced Business Improvement Fund (BIF)
and BIF Plus
Kickstart Fund
The slides are property of STB and shall not be reproduced and/or distributed without permission from STB
Growth Opportunities for
Your Tourism Enterprise
SINGAPORE TOURISM BOARD
TOURISM INDUSTRY CONFERENCE 2015
The50
slides are property of STB and shall not be reproduced and/or distributed without permission from STB