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)

 GDP 2014

2.5% to 3.5%

Source: Singapore Statistics (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)

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

Other Findings

1. Bangkok
2. Hong Kong
3. Taipei
4. Seoul
5. Bali (Denpasar)
6. Manila
7. London
8. Kuala Lumpur
9. Tokyo

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.
Source: TTG Asia

Prediction
Malaysia, especially Johor,
and Myanmar would catch
the fancy of Singapore
travellers.
Johor- Legoland, Hello Kitty
Land, Johor Premium
Outlets
Myanmar- Yangon

Hotels.coms 2014 Findings

Hong Kong

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.

Bangkok

Taipei

Seoul

Kuala Lumpur

Tokyo

Bali

London

Penang and Osaka.

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
Diving
Golfing

Tourism

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

Travel to Philippines
Purpose of Travel:

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

Source: Collated consumers feedback during NATAS Holidays 2014

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

Business Travel
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

Activities
Jan-Aug 2014

NATAS Travel Fair

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

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.

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.

Western Visayas Business Mission

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

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