Singapore Changi Airport, Singapore Airlines and the Singapore Tourism Board are to invest S$20m ($14.8m) on a coordinated effort to encourage more visitors to engage in leisure, business and MICE activities.
All three parties have agreed a two-year partnership aimed at enriching Singapore’s appeal to more visitors through an enhanced and coordinated approach, involving the country’s national airline, its leading airport and the destination as a whole.
The 15 ‘visitor markets’ that are initially being targeted with this new ‘one for all’ approach include Australia; China; Germany, Hong Kong; India; Indonesia; Japan; Korea; New Zealand; the Philippines; Taiwan; Thailand; Vietnam; the US; and the UK.
In a joint statement, the trio say that they hope to refine the Singapore experience to leisure visitors coming to and through Singapore and Changi Airport, along with intensified direct marketing efforts to consumers and through trade partnerships.
In addition, the partnership is also investing some of its money to increase marketing investment aimed at business travellers and MICE (Meetings, Incentives, Conventions and Exhibitions).
Singapore Airlines CEO, Goh Choon Phong said: “This partnership demonstrates our commitment to further developing our home base as a travel hub and promoting Singapore as a destination of choice. We are pleased to continue working closely with STB and CAG and draw on our respective strengths, to promote sustainable growth of inbound travel to and through Singapore.”
Lee Seow Hiang, CEO of the Changi Airport Group added: “One of the key initiatives in this collaboration is developing and enhancing joint programmes that will contribute towards strengthening the global mindshare and perceptions of both Singapore and Changi Airport.
“We look forward to working together to leverage our collective strengths and insights and to amplify our efforts to promote the Singapore experience.”
Adding his comments, Lionel Yeo, CEO of the Singapore Tourism Board said: “Our airline and airport are an integral part of the Singapore experience. The new product offerings demonstrate SIA, CAG and STB’s commitment to provide today’s discerning travellers with a more seamless and in-depth experience.
“To constantly refresh and add value to the visitor experience, it is essential for the industry to rally together; STB looks forward to more partnerships with the industry.”
The three partners says that one of the ‘key highlights’ of this new initiative is the introduction of the Stopover Premium package which is an upgraded version of the Singapore Stopover Holiday. They say this is the latest in the three partners’ ongoing efforts to create more distinctively targeted experiences for travellers with different needs to enjoy Singapore more fully as a destination.
This is being aimed at both premium leisure and business travellers and includes stays in selected five-star hotels with breakfast and Wi-Fi, priority hotel check-in services and private transfers (for ‘Club’ room stays).
Other exclusive ‘privileges’ include spa discounts or shopping vouchers and access to a variety of premium leisure experiences across the island (first and business class passengers only).
The partnership is also offering a ‘refreshed’ and enhanced Free Singapore Tour, aimed at taking transit passengers on a free guided tour of Singapore’s heritage attractions and city skyline.
The new programme now boasts longer itineraries, more iconic landmark sights, photo stops and additional tour timings. The Singapore Tour has proved hugely popular over nearly three decades, with more than one million visitors taking advantage of the offering since it was first introduced 28 years ago in 1987.
It currently includes several attractions (see below) including Little India, Chinatown, the Colonial District, the main business district and many other attraction.
