The counter at WTS Travel's retail outlet buzzes with familiar energy as customers plan their next adventure. Behind the scenes, a quiet revolution unfolds – led by third-generation siblings who've built upon the vision established by their grandfather and two other founders for modern times.
Three founders, one big dream
WTS Travel & Tours was incorporated in 1989 by three founders – including the siblings' grandfather – and quickly grew to become one of Singapore's top travel agencies, built on a distinctive people-first philosophy. "The three founders put very strong emphasis on employees," explains Joshua Sia, grandson of one of the founders and now walking in his footsteps as manager of business development.
The company has grown to become one of the largest fleet owners in Singapore's travel and tour industry, offering premier services in cruises, overseas package tours, worldwide hotel reservations, air-ticketing and coaches. As an active member of the National Association of Travel Agents Singapore (NATAS), the company has built its reputation on reliability and quality service.
From gap year to game changers
What started as part-time work has evolved into passionate leadership for Joshua, 30, and his younger sister Charmane Sia, 28. "My dad would call me during gap periods, saying there wasn't enough manpower," recalls Charmane, now assistant manager of marketing and communications. "Even the aunties questioned my expertise because I looked so young."
Joshua (right) and Charmane (left) blend strategic innovation with digital marketing evolution, transforming WTS Travel's customer experience while preserving their predecessors' people-first philosophy across three generations. Photo Credit: Charmane Sia/WTS Travel
Charmane was trained by long-time employees whom she grew up with and who openly shared their knowledge and expertise with her. This people-first culture seems to permeate throughout the company culture. It's evident when Joshua recalls how his father was distraught about letting people go during Covid, and in the way employees grieved when their grandfather recently passed away - "the way employees mourned him was as if they were mourning their own grandfather."
When Life Gives You Lockdowns, Sell Bak Kwa
When Covid-19 brought travel to a standstill, WTS Travel had to reinvent itself. While Joshua worked with their father, Micker Sia, to diversify into e-commerce – selling everything from bak kwa to durians and rethinking how trips were crafted – Charmane designed the company's first food brochures. "We even opened a zi char stall – I was cutting vegetables, cooking, washing plates from 8am to 2am."
Joshua, with his strategic mind and product knowledge, quietly focused on experimenting with cycling itineraries and creating one-way coach-based outdoor excursions. It was a far cry from selling holidays, but a valuable crash course in business development for both siblings.
This "try anything" spirit became the foundation for complete marketing evolution. Charmane led the shift from traditional print and radio to sophisticated digital strategy, including lifestyle content on Telegram, interactive Instagram stories, and their charming mascot Xiao Xia Mi on Xiaohongshu.
Next-level customer experience
WTS Travel's Suntec flagship store features an open floor plan with ample seating, specially designed for comprehensive travel briefings and enhanced customer presentations. Photo Credit: Cheryl Teo/Travel Weekly Asia
WTS Travel's commitment to innovation culminated in their Suntec City Flagship Store, which opened in March 2024 as a showcase of next-level travel experiences and customer engagement. The new space features an open floor plan concept with stacked seating designed specifically for travel briefings, allowing the company to conduct comprehensive client presentations in a modern, professional environment.
Family business, future vision
Both siblings are passionate about the travel industry's potential. Joshua sees their role as protecting the travel agent space against DIY booking platforms. "Our competitor isn't other travel agents – it's customers arranging their own travel," he explains. "Young people have time but no money, so they DIY. Older professionals have money but no time – that's where we come in."
Their approach blends emotional intelligence from previous generations with intuitive understanding of modern travellers. Today, WTS Travel serves customers through multiple touchpoints including their Instagram presence with over 4,400 followers.
"We were raised around this, but that's not why we stayed," says Joshua. "We stayed because we believe in what this company stands for. It's about people, always."
The siblings aren't replicating the past – they're building upon it, carrying forward the same heart that built the company over three decades ago.
Editor’s note: This article is part of Travel Weekly Asia’s July–September 2025 cover story, Next Gen, New Game. Click here to read the full issue.