DestinationsThe move to help Singapore target FIT travellers, post-90s Chinese consumers

STB, Ctrip to ‘deepen partnership’ on destination marketing

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Ctrip CEO Jane Sun with STB’s chief executive Keith Tan.
Ctrip CEO Jane Sun with STB’s chief executive Keith Tan.
Ctrip and Trip.com are committed to increasing tourism in Singapore and look forward to leveraging our big data and offline services to further meet the requirements of our users,– Ctrip CEO, Jane Sun

SHANGHAI - Trip.com, Ctrip’s international brand, and Singapore Tourism Board (STB) have pledged to “deepen collaboration” on marketing Singapore following an executive meeting last week in Shanghai.

STB’s chief executive Keith Tan and assistant chief executive Chang Chee Pey met with CEO Jane Sun and Edison Chen, general manager of overseas destination marketing at Ctrip’s Shanghai headquarters last Thursday.

Both parties will further their partnership by “leveraging their advantage in users, technology and data” and “explore R&D and brand marketing” to promote tourism development in Singapore.

“Ctrip and Trip.com are committed to increasing tourism in Singapore and look forward to leveraging our big data and offline services to further meet the requirements of our users," said Ms Sun.

The partnership will further STB’s reach particularly to the free and independent travellers, said Mr Tan.

It also reinforces its efforts to target post-90s Chinese consumers who tend to book their holidays on their own, he added.

Last week, STB unveiled its third wave of its destination brand campaign Passion Made Possible in China. The campaign, “Encounter the Unexpected”, extends an invitation to “go off the beaten path”.

Four interest categories, namely food, shopping, nature and nightlife, will be fronted by the brand’s ambassadors. STB has also tied up with Chinese online celebrity Papi Jiang to launch a series of interactive mini-variety content.

For the past two consecutive years, Chinese tourists have become the largest source of visitors to Singapore. In 2018, inbound Chinese visitors increased by 6% year-on-year to 3.41 million, translating to more than S$3.9 billion (US$2.82 billion) in tourism revenue.

Chinese travel demand, also the world’s biggest, has been bolstered by the likes of travel companies such as Ctrip.

The China-based online travel agency currently conducts integrated marketing in more than 300 destinations around the world, which has at some destinations increased the number of tourists by more than 100%.

In a latest signal of its global ambitions, Ctrip says it intends to change the name of the business to Trip.com Group, ending almost 20 years as Ctrip.

In its latest financial update, the company announced that revenue jumped by a fifth for the second quarter in a row, giving it around US$1.3 billion again from operations during 2019.

Revenues from all international-related services account for more than 35% of the total in the second quarter of 2019.


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