Understanding the Singaporean Market

MICHELLE NGOI

MARKETING EXECUTIVE, DOT SINGAPORE

13th PHILIPPINE TRAVEL EXCHANGE 2014

03 September 2014

SPEAKER PROFILE

Michelle Ngoi

Marketing Executive

PDOT Singapore

GDP + 2.4 %

(yr-on-yr)

Inflation (Jan July 2014) +1.2%

Key Sectors

Manufacturing + 1.5%

Construction + 4.4%

Services (Tourism, Wholesale & Retail

Trade, Finance & Insurance Trade)

+ 1.7%

Unemployment (July 2014) 2.0%

Source:

Singapore Statistics (www.singstat.gov.sg);

Ministry of Manpower (www.mom.gov.sg)

http://www.singstat.gov.sg/http://www.mom.gov.sg/

GDP 2014

2.5% to 3.5%

Source: Singapore Statistics (www.singstat.gov.sg)

http://www.singstat.gov.sg/

SINGAPORE

1) CONSUMER BEHAVIOR

2) OUTBOUND TRENDS

3) OUTBOUND TRAVEL

PERIODS

Global Outbound Travel in 2013 increased

by 5%.

Asia and the Pacific recorded the fastest

6% (14 million increase) in international

arrivals.

UNWTO also predicts the region to

maintain its growth in 2014 @ 5-6%.

Source: Info extracted from UNWTO Tourism Highlights 2014

Tourism receipts in Asia and The Pacific

account for 31% of global tourism spending

4 out of 5 worldwide arrivals originates

from the same region.

The strongest growth in the next 15 years

will be seen in this part of the world:

increase on average of 4.9% per year.

Source: Info extracted from UNWTO Tourism Highlights 2014

In 2013, Singapore recorded a total of

8,674,066 outbound departures by

Singapore residents.

Up 7.8% from the previous year.

Singapore ranked 8th in Asian 10 OB

markets, with tourism spend of USD7.5

billion.

Source: Info extracted from ITB Travel Trends 2013/2014 &

Singapore Statistics (www.singstats.gov.sg)

http://www.singstats.gov.sg/

MasterCard Survey 2013

Dec 2013, MasterCard conducted online

interviews with some 1,600 Singaporeans

who travel at least twice annually, asking for

their recent travel histories.

Not surprisingly, South-east Asia has

emerged as the most visited destination for

Singaporeans.

Where do Singaporeans Go?

Young Travellers

This group of people are likely to go: Boracay Davao Cebu-Bohol Banaue Palawan Diving

Single/Married without

Kids

This group of people are likely to go: Boracay Palawan Cebu-Bohol Diving Island Resorts

Married with Younger Kids

This group of people are likely to go: Boracay Cebu-Bohol

Prefer Direct

Flight Enjoy Cultural

and Educational Activities

Married with Older kids

This group of people are likely to go: Boracay Cebu-Bohol Manila and

Surrounds Island Resorts

Seniors

This group of people are likely to go: Cebu-Bohol Bagiuo Manila- Casino Manila-Tagaytay Palawan

GEN X Travellers

SINGAPOREANS aged between 34 and 54 Higher purchasing power due to their stage of life and

careers, Look for a balance between "discretionary and necessity

spending". Travel: Hopes to visit more developed destinations

including Japan, South Korea, Australia, Taiwan and Hong Kong.

To get there, this group has shown a preference for travelling on Singapore Airlines, Cathay Pacific Airways and Qantas. Scoot and Jetstar are their favoured LCCs.

Source: TTG Asia

GEN X Travellers

Pricing, flight schedule and in-flight experiences were crucial factors in choosing airline - mixture of both functional and comfort factors.

These 'digital immigrants' are more digital savvy. While print sources remain a source for information, they are increasingly shifting to digital platforms.

Targeting this group: Increase reach traditional channels in addition to online platforms.

Source: TTG Asia

Visa Global Intentions Study 2013

Affluent Singapore travellers - good food

and shopping were most important reasons for destination choice.

Singapore travellers - household incomes of US$8,700) or higher are classified as affluent.

Visa Global Intentions Study 2013

Travel further and stay longer - flights of beyond nine hours and stays of over seven nights.

High cost destinations are increasingly popular

This group are expected to double their travel expenditure with an average spend of US$5,501

Skyscanner Travel Trends 2013 report

10 fastest growing destinations from Singapore in 2013

1. Maldives +94%

2. South Korea +79%

3. Czech Republic +55%

4. Brunei +49%

5. Taiwan +37%

6. Switzerland +35%

7. Japan + 32%

8. New Zealand +27%

9. Brazil +26%

10. UAE +28%

Top 10 Countries from Singapore

1. Thailand

2. China

3. Indonesia

4. Malaysia

5. Philippines 6. Hong Kong

7. Taiwan

8. South Korea

9. Australia

10. UK

Skyscanner Travel Trends 2013 report

Top 10 Cities from Singapore

1. Bangkok

2. Hong Kong

3. Taipei

4. Seoul

5. Bali (Denpasar)

6. Manila

7. London

8. Kuala Lumpur

9. Tokyo

Other Findings

August was the most popular month to travel due to National Day long weekend.

Monday was the most popular day for flight searches

Majority of travellers preferred to depart on a Friday.

*All data taken from flight searches performed on Skyscanner.com.sg between 1 Jan 2013 and 10 Dec 2013

WEGOs Findings

Most Favoured destination from Singaporean travellers

Bangkok and Hong Kong had been top holiday destinations for Singaporeans last year

Short travelling time

Strengthening Singapore dollar against the Baht and Hong Kong dollar.

Prediction

Malaysia, especially Johor, and Myanmar would catch the fancy of Singapore travellers.

Johor- Legoland, Hello Kitty Land, Johor Premium Outlets

Myanmar- Yangon

Source: TTG Asia

Hotels.coms 2014 Findings

Hong Kong

Bangkok

Taipei

Seoul

Kuala Lumpur

Tokyo

Bali

London

Penang and Osaka.

Hotels.coms latest Hotel

Price Index found that

Singaporeans top 10

destinations for 1H2014

were:

The results were based on

bookings made on

Hotels.com site.

TripAdvisors Finding 2014

Most searched destinations by Singaporeans:

1. Hong Kong, China 2. Bangkok, Thailand 3. Taipei, Taiwan 4. Seoul, South Korea 5. Kuala Lumpur, Malaysia 6. Bali, Indonesia 7. Batam, Indonesia 8. Johor Bahru, Malaysia 9. London, United Kingdom 10. Melaka, Malaysia

TripAdvisors Finding 2014

Singaporeans love food and shopping

Prefer to travel to short- to medium-haul destinations

Top Searched destinations: short flights thanks to LCC

Preference for Luxury accommodation: Stay in four and five-star hotels

TripAdvisor data shows that Singaporeans are an active bunch with 25% of searches on outdoor activities, followed by cultural experiences (17%) and shopping (11%).

The Expedia Flip Flop 2014 Report

Top 10 Destinations: Europe, Japan, China, Korea, Cruise, Taiwan, USA/Canada,

Australia, Hong Kong, Turkey

Increased demand for exotic destinations: Eastern Europe, Myanmar, Bhutan, Turkey, Dubai, Nepal and

India

South Africa, Russia, Eastern Europe and Scandinavia also

saw strong demand in NATAS Travel 2014

Increase in demand for long haul destinations: Favorable exchange rates remain a push factor for

Singaporeans to travel to long haul destinations such as

Europe and US.

Source: NATAS Travel 2014 Post Event Report & Chan Brothers Travel Trend Forecast 2014

Reasons for choice of destinations: Good food, shopping, sightseeing and different climatic

seasons.

Regional countries remain popular: Close proximity

Backed by frequent & affordable LCC connections.

Special Interest Tourism Diving

Golfing

Source: NATAS Travel 2014 Post Event Report & Chan Brothers Travel Trend Forecast 2014

Peak periods for travel:

School holidays - June and November/December

Long public holiday weekends

Lull Season for Travel: Examination periods - April, May and October

Post school holidays - January and July

Travel to Philippines

Top choices:

Boracay Cebu Bohol Palawan (El Nido, Coron) Manila & Surrounds (Batangas, Tagaytay) Davao Baguio Banaue

Source: Collated consumers feedback during NATAS Holidays 2014

Purpose of Travel:

Beach holidays Honeymoon Annual family trips Shopping Sightseeing Adventure (hiking, cycling) Diving

Source: Collated consumers feedback during NATAS Holidays 2014

Travel to Philippines

Business Travel

Top 5 APAC Business Travel Destinations: Singapore, Shanghai, Sydney, Beijing, Bangkok Preferences remain relatively unchanged:

Convenient and easy accessibility Efficient service standards by tourism stakeh

olders Attractiveness of destination Value for money Source: Info extracted from Asia Pacific Region Business Travel & MICE Trends by R

ADIUS

High expectations of destination: Good customer service Hassle-free service Unique experiences Ability to immerse into the culture of the

destination

The M and the I form bulk of MICE outbound travel from Singapore

Business Travel

Activities

Jan-Aug 2014

Main Travel consumer fair: 28 Feb to 2 Mar 2014 Organized by National Association of Travel Agents in

Singapore, the show aims to:

Showcase members latest travel products and destinations. Provide a venue where NTOs can reach out to pote

ntial travelers.

Participated with a 36 SQM booth Increase in awareness on Tigers SINKLO flight

NATAS Travel Fair

ADEX

11-13 April 2014 The Asia Dive Expo (ADEX) is the largest dive show in

Asia Pacific, running for 20 years now. Occupying 2 halls in Marina Bay Sands Expo, it attracts

more than 100 dive industry exhibitors and experts. Philippines Tourism participated in this years ADEX

with a 54 square meters presence Partners: 11 dive operators

SJORA Escape the Boredinary campaign

April 24- May 31, 2014 Together with Nestle Professional and Cebu Pacific

Airline, we promoted Boracay TPB provided 4 pairs of land packages as contest prizes The contest ran on SJORA Singapores Facebook where

consumers simply needed to purchase a SJORA drink or yogurt to qualify for the lucky draw.

8Days Magazine Swimsuit

sponsorship

With SilkAirs launch to Kalibo in 27 May 2014, TPB bought 8

DAYS Magazine cover story sponsorship for maximum impact and

exposure.

On 8 June, the team of 9 flew Boracay for a photo shoot for a

special swimsuit issue featuring local celebrity Ann Kok

The cover story covered 8 pages long with carefully crafted

content and beautiful images of the celebrity against the

backdrop of Boracays pristine waters.

v

TPB-SilkAir Travel Agent

Fam

TPB and SilkAir operated an agents fam to Boracay June 22-26, 2014 comprising of 4 agents on a 5D/4N

program

Western Visayas Business Mission

While Boracay Island (Aklan)continues to draw arrivals, the need to develop markets for other destinations in Western Visayas becomes increasingly imperative given recent development in attractions, facilities and connectivity to and within the area.

The Western Visayas Tourism Business Mission 2014 aimed

to improve these rankings and tourist arrivals.

Kalibo, Aklan - 6 flights per week from Singapore

Iloilo -2 flights weekly from Singapore.

8 July in Orchard Hotel WV delegation: 11 Private sector, DOT VI

and LGU group comprising local chief executive, Governor of Guimaras and several provincial and municipal lawmakers.

41 agent attended the event

Western Visayas Business Mission

Singapore Sales Mission

18 July in Pan Pacific Hotel Objectives:

Strengthen Philippines presence in the market Update Singapore buyers on Philippines tourism Reinforce new tourism branding Its More Fun in the Philippines Promote MICE, business and leisure travel The Sales Mission featured Davao coinciding with the Davao

Food Festival in Singapore 33 Philippine travel trade participants have joined the event 78 Singapore travel agents attended - 51 leisure agents, 23 MICE

agents, 3 airline partners and 1 trade media.

Upcoming Activities 2014

Upcoming Activities 2014

ITB Asia, 29-31 October Singapore Blogs Award: Bloggers Trip to

Cebu- Bohol in November Co-op with Airline for Fam Trip Golf Consortium

Other Activities

Leisure Familiarization trips for travel agents and media Tactical campaigns with travel agents. Aviation promotions Image campaigns Print, TV and Radio Consumer travel fairs

Other Activities

Business Advertising campaign

Familiarization trips for Incentive

and student travel planners and

corporate clients

Networking events with media

Bi-monthly trade e-newsletters

Souvenir and welcome support

for incentive groups