Sustaining the Momentum: Creating Value - Singapore Tourism Board
Sustaining the Momentum: Creating Value - Singapore Tourism Board
Sustaining the Momentum: Creating Value - Singapore Tourism Board
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<strong>Sustaining</strong> <strong>the</strong> <strong>Momentum</strong>:<br />
<strong>Creating</strong> <strong>Value</strong><br />
Aw Kah Peng<br />
Chief Executive, <strong>Singapore</strong> <strong>Tourism</strong> <strong>Board</strong><br />
Suntec Convention Centre<br />
Tuesday, 22 March 2011
We bounced back strongly from<br />
a weak 2009 …
2010 was a landmark year for<br />
<strong>Singapore</strong> tourism …
Best Year Ever Performance<br />
tourism receipts forecast: S$17.5 bil – S$18.5 bil<br />
tourism receipts 2010 : S$18.8 bil [49% over 2009]<br />
visitor arrivals forecast: 11.5 mil – 12.5 mil<br />
visitor arrivals 2010: 11.6 mil [19% over 2009]
The result of our partners staying<br />
committed to <strong>the</strong>ir investments ...<br />
Hotel Michael<br />
– Jan 2010<br />
The Club Hotel<br />
– Apr 2010<br />
The Fullerton Bay Hotel<br />
– Jul 2010<br />
Wanderlust Hotel<br />
– Aug 2010<br />
mOOn Hotel<br />
– Oct 2010<br />
Grand Park Orchard Hotel<br />
– Oct 2010<br />
Park Regis <strong>Singapore</strong><br />
– Nov 2010
… Introducing new products and<br />
refreshing existing offerings …<br />
A new second track for Sentosa Luge and Skyride<br />
– Mar 2010<br />
Universal Studios <strong>Singapore</strong><br />
– Mar 2010<br />
DuckTours new Bumble Bee<br />
– Apr 2010<br />
The Sands SkyPark – Jun 2010<br />
World’s first 7* VIP jewelled<br />
cable car – Jul 2010<br />
Trishaw Uncle revamped / new<br />
tours – Jul 2010<br />
Jurong BirdPark’s Penguin Coast<br />
opens – Dec 2010
… Collaboratively creating exciting<br />
events with us… in lifestyle …<br />
Chingay Parade <strong>Singapore</strong> River Festival Mid-Autumn Festival<br />
World Gourmet Summit /<br />
Grandeur of Wine<br />
Great <strong>Singapore</strong> Sale<br />
Standard Chartered<br />
Marathon <strong>Singapore</strong><br />
FORMULA ONE <strong>Singapore</strong><br />
Grand Prix<br />
ZoukOut<br />
Christmas in <strong>the</strong> Tropics
… and in business …<br />
Growing<br />
Existing<br />
Events<br />
Inaugural<br />
Events
… Partnering us in a number of<br />
firsts …<br />
<strong>Singapore</strong> Pavilion @<br />
Shanghai Expo<br />
TravelRave. Asia’s first mega event<br />
dedicated to travel & tourism.<br />
Asia Fashion Exchange. Integrating a<br />
common passion. Consumers-tradebudding<br />
talent.<br />
Committing to an action plan for<br />
productivity. Hotels - union – government<br />
agencies.<br />
yoursingapore.com. A paradigm shift in<br />
destination branding and marketing.
… Raising <strong>the</strong> bar in private<br />
education …<br />
Business Times, Oct 2010 Business Times, Dec 2010<br />
Straits Times, Oct 2010<br />
New Campus Extension for SIM expected<br />
to increase student population
… And o<strong>the</strong>rs are starting to see and<br />
write about <strong>Singapore</strong> differently …
… in fresh, new ways …<br />
“ <strong>Singapore</strong> is finally cutting loose and<br />
becoming <strong>the</strong> new playground of<br />
Asia”<br />
“The top-end culinary scene in <strong>Singapore</strong> is as<br />
hot – but thankfully not as sticky – as its wea<strong>the</strong>r.<br />
And <strong>the</strong>re are plenty of things we could learn<br />
from its mid-market sector too …”<br />
“… <strong>Singapore</strong> is now a world-class<br />
airline with a world-class city<br />
attached”
… Collectively, we ensured<br />
competitiveness and achieved<br />
remarkable outcomes …<br />
“<strong>Singapore</strong><br />
is <strong>the</strong> top-ranked country<br />
is <strong>the</strong> top<br />
in <strong>the</strong> Asia-Pacific region for <strong>the</strong> second year running.”<br />
- World Economic Forum<br />
The Travel and <strong>Tourism</strong> Competitiveness Index 2011
<strong>Singapore</strong> <strong>Tourism</strong> rebounded strongly from a weak<br />
2009 to achieve a record performance in 2010.<br />
Positive perceptions of <strong>Singapore</strong> are on <strong>the</strong> rise.<br />
This is <strong>the</strong> result of <strong>the</strong> collective efforts and strong<br />
partnership between STB and our industry partners.<br />
We have ended 2010 on a high note and set<br />
a new base<br />
as we move ahead into 2011 …
2011<br />
– <strong>Sustaining</strong> <strong>the</strong><br />
<strong>Momentum</strong>
Asia as <strong>the</strong> Engine for Growth …
… where Opportunities Abound…
… and <strong>the</strong> potential for growth is<br />
strong …<br />
• World <strong>Tourism</strong> Organisation (UNWTO) projects 4% - 5% growth for<br />
international tourist arrivals in 2011, with Asia & <strong>the</strong> Pacific<br />
region projected to grow by 7% - 9%<br />
• Pacific Asia Travel Association (PATA) projects almost 7% growth in<br />
arrivals to Asia Pacific for next 3 years, with Asia expected to<br />
grow by 7.5% per annum; and Sou<strong>the</strong>ast Asia to<br />
grow by over 8%
Asian visitors consistently account<br />
for > 70% of arrivals to <strong>Singapore</strong><br />
2010<br />
2009<br />
2008<br />
2007<br />
2006<br />
2005<br />
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%<br />
ASIA AMERICAS EUROPE OCEANIA AFRICA OTHERS
… But uncertainties and challenges<br />
remain …
<strong>Sustaining</strong> <strong>the</strong><br />
<strong>Momentum</strong><br />
– <strong>Value</strong> Creation
<strong>Value</strong> creation is about relevance to our<br />
consumers.<br />
<strong>Value</strong> creation drives tourism receipts and<br />
<strong>the</strong>refore spend per visitor.<br />
<strong>Value</strong> creation is innovation.
Products &<br />
Experiences<br />
Visitor-Centric<br />
Marketing<br />
VALUE<br />
CREATION<br />
Deliver More &<br />
Deliver Better
Products &<br />
Experiences<br />
VALUE<br />
CREATION
Product highlights in 2011 …<br />
Jan - Mar<br />
ArtScience<br />
Museum<br />
Sentosa<br />
<strong>Board</strong>walk<br />
<strong>Singapore</strong><br />
Food Trail<br />
Battlestar<br />
Galactica<br />
St James<br />
Food Square<br />
Apr - Jun<br />
Journey to<br />
Madagascar<br />
Jul - Sep<br />
Maritime Xperential<br />
Museum & Aquarium<br />
Oct - Dec<br />
Gardens by <strong>the</strong> Bay<br />
Transformers
Event highlights in 2011 …<br />
Jan - Mar<br />
Shipwrecked<br />
Art<br />
Stage<br />
<strong>Singapore</strong><br />
Biennale<br />
The Lion<br />
King<br />
Apr - Jun<br />
Screen<br />
<strong>Singapore</strong><br />
World Gourmet<br />
Series<br />
Asia Fashion<br />
Exchange<br />
Timbre Rock &<br />
Roots Festival<br />
Music Matters<br />
Conference<br />
Jul - Sep<br />
Grand Prix Season<br />
<strong>Singapore</strong><br />
Oct - Dec<br />
TravelRave<br />
Cruise Shipping<br />
Asia 2011<br />
Grandeur of Wine<br />
World Orchid<br />
Congress
Bringing out <strong>the</strong> best in our ethnic<br />
/ cultural precincts…<br />
Chinatown<br />
Chinatown Digital<br />
Marketing<br />
Campaign<br />
Launch of Digital<br />
Walking Tours<br />
Redesign of<br />
Chinatown Food<br />
Street
Bringing out <strong>the</strong> best in our ethnic<br />
/ cultural precincts…<br />
Little India<br />
Upgrading Works by<br />
Little India Task Force<br />
Launch of Digital<br />
Walking Tours<br />
Upcoming Indian<br />
Heritage Centre
<strong>Creating</strong> and innovating for <strong>the</strong><br />
future …<br />
Sing Expo Precinct<br />
Mandai<br />
National Art Gallery<br />
Jurong Lake District<br />
River Safari<br />
Sports Hub<br />
International Cruise<br />
Terminal<br />
Marine Life Park @<br />
RWS
Visitor-Centric<br />
Marketing<br />
VALUE<br />
CREATION
Asians are growing in Affluence …
… and Spending More …
… from Education<br />
and Healthcare …
… to Travel, Art, Wine<br />
and Luxury Items …
We need to better understand our<br />
consumers in order to create value<br />
“… Getting insights to <strong>the</strong> Asian<br />
market is particularly<br />
important... Consumer insights<br />
shed light on new market<br />
opportunities and current needs...”<br />
- Irene Colhag, Business Operations<br />
Director, Lawton & Yeo<br />
“… Chinese people are<br />
not spending machines.<br />
They are people. They<br />
want information. You<br />
cannot schedule a<br />
Chinese tourist group like<br />
scheduling a train or a<br />
flight. This is just a<br />
different culture ...<br />
-Manelik Sfez,<br />
-Vice-President (Global Marketing),<br />
Global Blue
Consumers leverage technology in<br />
a variety of ways …
Pre-arrival<br />
Research Plan Book<br />
Your<strong>Singapore</strong>.com
Post-arrival<br />
Experience Share<br />
Your<strong>Singapore</strong>.com
Your<strong>Singapore</strong> Guide<br />
on Mobile Video
Your<strong>Singapore</strong> Mobile Guide –<br />
Our Roll-Out Partners …<br />
Year-long merchant privileges to app<br />
users who are American Express card<br />
members.<br />
Year-long privileges via <strong>Board</strong>ing Pass<br />
Privileges programme to app users who<br />
are <strong>Singapore</strong> Airlines or<br />
SilkAir passengers.<br />
Actively<br />
market <strong>the</strong><br />
Your<strong>Singapore</strong><br />
mobile Guide<br />
with STB.<br />
Free usage on <strong>the</strong> co-branded<br />
Your<strong>Singapore</strong>-StarHub tourist pre-paid<br />
card and StarHub Wifi. Year-long<br />
privileges with StarHub’s merchant<br />
privileges programme.
How You Can Come Onboard<br />
Partners Examples Next steps<br />
1<br />
•An app that provides<br />
detailed information<br />
on your product<br />
Merchants that have<br />
an app that is<br />
useful for visitors<br />
(or are planning such<br />
an app)<br />
e.g.<br />
MySentosa<br />
•An app that provides<br />
useful functions to<br />
visitors (e.g departure<br />
information)<br />
e.g.<br />
CAG’s<br />
iChangi<br />
Speak to us
How You Can Come Onboard<br />
Partners Examples Next steps<br />
2<br />
Merchants with<br />
useful content that<br />
can be included on<br />
<strong>the</strong> Your<strong>Singapore</strong><br />
Mobile Guide app<br />
New products,<br />
restaurants listing,<br />
events, special tours<br />
etc<br />
Speak to us<br />
3<br />
Merchants who have<br />
privileges to offer<br />
to users of <strong>the</strong><br />
Your<strong>Singapore</strong> Mobile<br />
Guide app<br />
Privileges for retail,<br />
dining, entertainment,<br />
wellness, etc<br />
Get in touch with our<br />
rollout partners
VALUE<br />
CREATION<br />
Deliver More &<br />
Deliver Better
Industry upgrading is not a<br />
choice …<br />
“But, just as a richer fruit cake is loaded with<br />
lots more calories, higher spending<br />
comes with greater<br />
expectations. This is why issues such as<br />
delivering value, innovation<br />
and productivity are becoming<br />
increasingly more important across all industry<br />
sectors.<br />
Those players who recognise this will<br />
keep <strong>the</strong>ir place in <strong>the</strong> industry; those<br />
that don’t will be forced out.”
How we deliver better …<br />
Job Redesign - Supervisory Independent<br />
Room Attendant (SIRA)<br />
Room Attendant:<br />
cleans rooms<br />
SIRA:<br />
cleans and inspects rooms<br />
Team Leader:<br />
supervisor to ensure quality<br />
and standards met<br />
• Increased responsibilities<br />
• Empowerment<br />
• Increased salaries<br />
• Improved turnaround times,<br />
while maintaining quality<br />
• Reduced waiting times for <strong>the</strong><br />
visitor
How we deliver better …<br />
Adoption of Technology – Passport<br />
Scanning Device (PSD)<br />
Guest information manually<br />
entered by Guest Services<br />
Officers<br />
Guest information scanned<br />
and electronically<br />
transferred to hotel’s system<br />
• Savings of 0.5 manhours /<br />
day<br />
• Improved turnaround times at<br />
Reception and Club Lounge
How we deliver better …<br />
Increasing Consumer Confidence<br />
• With effect from 1 Jul 2011, <strong>the</strong><br />
partnership will see <strong>the</strong> two<br />
agencies working toge<strong>the</strong>r to<br />
handle consumer-related<br />
complaints from tourists.<br />
• Visitors from China, India, Macau<br />
and Malaysia can be assured of a<br />
continual platform for recourse<br />
even after <strong>the</strong>y depart <strong>Singapore</strong>.
How we deliver more, toge<strong>the</strong>r…<br />
Go <strong>Singapore</strong>* & See <strong>Singapore</strong>:<br />
• Inclusive of preloaded ez-link<br />
• Inclusive of preloaded ez-link<br />
card to assess public transport*<br />
• Free entry to over 20 attractions<br />
• Overall savings of up to 40%<br />
• Flexibility to plan itinerary
Seeking constant improvements …<br />
Hotels<br />
74.1<br />
Attractions<br />
70.3<br />
significant<br />
increase in<br />
customer<br />
satisfaction from<br />
2010 National Score<br />
67.2 (68.0, 2009) Retail<br />
2009 to 2010<br />
68.2<br />
Travel Agencies<br />
64.8<br />
Food & Beverage<br />
65.1
Moving Ahead …<br />
• 2011… There is momentum for growth amid uncertainties<br />
• Asia presents opportunities<br />
• To stay ahead of <strong>the</strong> game, we need to ensure that we continue<br />
to create value for our consumers<br />
• This means:<br />
• Understanding <strong>the</strong>ir needs better<br />
• Continuously innovating, Designing products and<br />
experiences<br />
• Enhancing our capabilities to deliver our value proposition<br />
Products &<br />
Experiences<br />
Visitor-<br />
Centric<br />
Marketing<br />
Deliver More<br />
& Deliver<br />
Better<br />
VALUE CREATION
Moving towards Quality <strong>Tourism</strong>;<br />
Anchored on <strong>Value</strong> Creation.<br />
Through delivering higher value,<br />
we will drive tourism receipts.<br />
tourism receipts forecast: S$22 bil – S$24 bil<br />
visitor arrivals forecast: 12 mil – 13 mil<br />
3% - 12% over 2010: 11.6 mil<br />
17% - 28% over 2010E: S$18.8 bil
Thank You
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