Family destination
Singapore is selling itself as a destination that’s for everyone. As a leisure destination, it is luring families, couples and solo travellers. It has a unique offering for each group. It’s a strategy that seems to be working.
Singapore is selling itself as a destination that’s for everyone. As a leisure destination, it is luring families, couples and solo travellers. It has a unique offering for each group. It’s a strategy that seems to be working.
In 2013, tourism receipts hit S$23.5 billion, a rise of 1.6% over the previous year and in 2014, the takings for quarter one were estimated at S$6 billion, a 5% growth over the same period last year.
The Singapore Tourism Board’s consumer centric approach to marketing is yielding good results. STB recognizes that its target audience’s needs vary from market to market. Thus the NTO has sought to understand them to deliver the right message at the right time to the right audience.
For example, its India marketing campaign focused on Indian visitors seeing travel as a means to forge deeper relationships and gain new knowledge. The campaign in India reinforced the message “Singapore – The Holiday You Take Home With You”.
The campaign highlighted the concept of family, relationships and bonding that would appeal to the Indian audience. There was a sustained interest from Indian leisure tourists despite depreciation of the rupee. India is the fifth largest market to Singapore after Indonesia, China, Malaysia and Australia.
The Indian campaign yielded good results with travel agents reporting an increase of 10-30% in Singapore sales during and after the campaign.
There was 88% year-on-year increase in visits to STB’s microsite for India and 47% increase in Facebook fans – this translates to about 55,000 new fans. STB with the travel trade is also reaching out to Tier 2 cities where the catchment for middle class is larger and they are starting to see travel as a status symbol.
Continued growth is forecast for 2014 with Singapore primed for good growth over the medium term capitalising on the growth on Asia.
Asia the target for growth
According to UNWTO’s forecast, the strongest tourism growth is expected in Asia and the Pacific with arrivals to Asia expected to rise at about 5% per year to 2030.
Singapore saw 15.5 million visitors in 2013 and increase of 7.2% over 2012. In the first quarter of 2014, arrivals held steady at 3.9 million. Even arrivals from Japan grew due to diversion of travel from some markets and continued interest in Singapore due to new and refreshed offerings. The rise was marked by 12% from 2012 to 2013.
There was also significant growth from China, Taiwan and Hong Kong boosted by an increase in air capacity and higher twinning traffic with Malaysia, though this figure may be affected by the recent disappearance of MH370 and the market’s caution.
In 2013, tourism receipts hit S$23.5 billion, a rise of 1.6% over the previous year and in 2014, the takings for quarter one were estimated at S$6 billion, a 5% growth over the same period last year.
Hotel revenues hold steady
The hotel industry saw revenue hold steady despite the increase in supply with gazette hotel revenue at $2.9 billion in 2013. The year-on-year increase in room stock was 6.5%.
New hotel openings were the Holiday Inn Express Orchard, The Westin Singapore, Ramada and Days Hotels at Zhongshan Park and The Amoy. Upcoming hotels include Sofitel So, Traders Orchard Gateway and One Farrer Hotel and Spa. Approximately 3,000 rooms will be added to the pipeline in 2014.
Marina Bay Sands saw a record high of 99.8% hotel occupancy rate for the third quarter in 2013, and later closed the full year at 98.7%. In the second quarter of 2014, hotel occupancy rate remained at an average high of 99.1%, according to Mike Lee, VP of Sales, Marina Bay Sands.
“As Asia’s leading luxury shopping destination, The Shoppes at Marina Bay Sands has also witnessed positive momentum and growth since opening. The mall generated US$40.3million in revenue in the second quarter of 2014, which is 12.6% higher than the same quarter last year.”
Other attractions on property also set stellar records in 2013. As of December last year, more than 3.09 million tickets to the Sands SkyPark were sold. More recently, the iconic SkyPark received a Certification of Excellence 2014 by TripAdvisor.
New attractions add to vibrancy
Singapore has seen a proliferation of new attractions adding to its vibrance as a cosmopolitan city. These include the Marina Bay Sands Skypark, Night Safari/Singapore Zoo, Sentosa, Singapore Flyer and Universal Studios.
There was an enhancement of attractions with the soft opening of the River Safari in April 2013, followed by the launch of the Amazon River Quest Boat Ride in December 2013. There was also the launch of Marine Life Encounters at Marine Life Park, Resorts World Sentosa, Sesame Street Spaghetti Space Chase Ride at Universal Studios Singapore and launch of Journey 2: The Mysterious Island at Sentosa 4D AdventureLand.
While cultural and lifestyle precincts continue to enjoy healthy patronage by visitors, it is the aim of attractions to craft compelling stories, to deliver memorable experiences and develop a dynamic, sustainable business model.
Meanwhile there are varied events that will further anchor Singapore as a tourist hub in Asia, the Singapore Airlines Grand Prix, stellar sporting event the WTA Championships and Art Week’s premier show, Art Stage Singapore.
Singapore has further established itself as a cruise hub with the Marina Bay Cruise Centre Singapore and Singapore Cruise Centre. It is the regional HQ of world’s top 3 cruise companies (with 75% of market share) situated in Singapore.
The 12 ships that made maiden calls in 2012 continue to return to Singapore for deployment while maiden voyages to Singapore in 2013 continue to remain healthy. Cruise passenger grew 13% from 2012 in 2013 with 390 ship calls made and 1.03 million cruise passengers throughout. There will be multiple-deployments from the cruise lines of Celebrity Cruises, Costa Cruises and Princess.
With all these offerings, it is little wonder that Singapore continues to shine in South-east Asia. Singapore’s reinvention is continuing to lure the tourists and tempt them to open their wallets. More importantly, its promise as a safe but exciting destination is a prime selling point as it attracts families, couples and solo travellers.