Presentation by Mr David Lim - Singapore Tourism Board

UNLOCKING THE POTENTIAL OF ASIAN TRAVELLERS
Understanding their needs & responding to the opportunities
STB Sharing of Consumer Insights at the Tourism Industry Conference
23 March 2012
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB

Agenda
1
Setting the Context
>
Understanding ASEAN
>
Understanding China
>
Understanding India
2
Panel Discussion
>
Singapore Tourism – Competing at a New Level
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
2

Setting
the
Context
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
3

Setting
the
Context
STB sharing of insights from…
The insights in this deck draw from research & analysis conducted over the course of the year:
› Over 30 Consumer Focus Group Discussions in 10 markets
› Post-arrival Survey in Singapore, N=30,000
› Consumer Surveys in 9 markets, N=6,000
› Brand Health Surveys in 6 markets, N=3,000
› Insights shared from industry partners in market & in Singapore
› Market Research & Analysis
Markets where surveys & FGDs were conducted in are China, Indonesia, India, Japan, Malaysia, Thailand, Philippines, South Korea,
Vietnam, Australia and Singapore
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
4

Setting
the
Context
Leisure travel has taken off in Asia
Outbound Leisure Trips From Asia („000s)
CAGR (%)
(2005-2015E)
28,000
6%
22,000
36,000
9%
ASEAN
16,000
China
India
North Asia
22,000
15,000
5,000 8,000
22,000 22,000
15,000
29,000
12%
3%
2005 2010 2015E
Source: Euromonitor Tourism Flow Outbound (2011)
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
5

Setting
the
Context
Positive momentum set to continue
70% of Asian Travellers expect to travel more often or
as often as currently in the next 12 months
Yes, and maybe even
more often
33%
70%
Yes, as often as within the
last 12 months
37%
Yes, but maybe less often as
within the last 12 months
19%
Rather not
11%
Source: Asian Travel Monitor® Trend (2011) - Asian Travellers: Intention to Travel in Next 12 Months
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
6

Setting
the
Context
Majority of Asian travellers travel
frequently & independently
92% travel at least once a year
+
61% travel FIT / Semi-FIT
Number of Overseas Leisure Trips By Air in P2Y
Travel Arrangement for Last 2 Trips
1 trip or less
2 trips
8%
64%
FIT
(Fully
Independent
Travel)
43%
61%
92%
Semi-FIT
18%
3-5 trips
22%
Package
39%
>5 trips
6%
*Asian Travellers refer to those who have travelled overseas for leisure once a year in past 2 years and are from China, India,
Malaysia, Indonesia, Vietnam, Thailand, Philippines, &Japan
Source: STB Leisure Segmentation Study (2012)
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
7

Setting
the
Context
They are becoming more discerning
Access to wealth of
information
+
They know more about what
they want
“We are accustomed to a certain
level of service. We’re not going
anywhere and get less than this!”
(Indian female, family)
97% of Asian travellers
look for information
about the destination
before they travel
“We’re pretty adventurous. Happy to
travel anywhere, but we do like to
make sure we stay at a well known
hotel.”
(Chinese female, empty nester)
Source: STB Leisure Segmentation Study (2012)
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
8

Setting
the
Context
Unlocking the potential…
UNDERSTAND STRATEGIZE ACTION
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
9

Setting
the
Context
Majority from ASEAN, China & India
Visitors to Singapore (%), 2011
ASEAN
China
40%
41%
60%
India
Rest of World
7%
12%
Note this includes leisure, business, healthcare & education visitors
Source: Singapore Disembarkation Cards (2011)
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
10

Understanding
ASEAN
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
11

Understanding
ASEAN
Travellers
Our addressable market
3 hours
Flight time to Singapore:
1 to 3 hours
1 hour
Estimated population who can travel
internationally at least once a year:
71 million
Source: Economic Intelligence Unit, MasterCard Worldwide Index of Consumer Purchasing Priorities (H2 2011), STB analysis
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
12

Understanding
ASEAN
Travellers
They travel for lifestyle needs
NEEDS
TRAVEL BEHAVIOUR
• Shopping, entertainment
• Keep up with trends
• Unleashing
• Bonding
• Pursue lifestyle offerings
• Seek aspirational cities
• Get-away holidays
• Visit friends & relatives
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
13

Understanding
ASEAN
Travellers
They mainly travel within ASEAN
Rest of World
(e.g. US, UK,…)
Destinations Travelled in Past 2 Years
11%
Rest of Asia
(e.g. Japan, China, India)
26%
63%
ASEAN
(e.g. Singapore, Thailand)
Source: STB Leisure Segmentation Study (2012)
*Note that study was conducted in Indonesia, Malaysia , Philippines, Thailand and Vietnam, to serve as proxy for ASEAN region
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
14

Understanding
ASEAN
Travellers
Travelling to ASEAN is easy
19%
of ASEAN travellers
planned their trip 1
week or less in advance
when travelling to an ASEAN destination
Source: STB Leisure Segmentation Study (2012)
*Note that study was conducted in Indonesia, Malaysia , Philippines, Thailand and Vietnam, to serve as proxy for ASEAN region
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
15

Understanding
ASEAN
Travellers
Regional leisure travel is largely
driven by impulse
Triggers Prompting Decision To Travel
What They Booked First
54%
87%
Promotion by Airline, Travel Agent
or Accommodation
Airline
8% 4%
Accommodation Events / Activities
54% of ASEAN travellers
were triggered by an airline, travel agent or
accommodation promotion
when travelling to an ASEAN destination
Source: STB Leisure Segmentation Study (2012)
*Note that study was conducted in Indonesia, Malaysia , Philippines, Thailand and Vietnam, to serve as proxy for ASEAN region
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
16

Singapore‟s
Relevance to
ASEAN
Travellers
Singapore is perceived as an easy-to-enjoy
leisure destination in their backyard
They want to visit
Singapore…
Destination-Focused
…as it offers ease &
proximity…
Why they chose Singapore
…with many lifestyle
offerings they want
Why they chose Singapore
89%
Knew they
wanted to visit
Singapore
11%
Compared
destinations
Mono / Multi-Destination
No of days avail
No of days to
prep
Easy to get
around
30%
50%
43%
Gd shopping
Interesting & new
experiences
Gd attractions
Gd food
34%
24%
18%
17%
75%
Mono-SIN
25%
SIN as part of
multi-destination
Easy to get to
Familiar with
destination
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
30%
23%
Gd entertaintment
Gd nightlife
Source: STB Leisure Segmentation Study (2012)
*Note that study was conducted in Indonesia, Malaysia , Philippines, Thailand and Vietnam, to serve as proxy for ASEAN region
15%
14%
17

Singapore‟s
Relevance to
ASEAN
Travellers
They make frequent short trips
They visit
many times
51% of ASEAN repeat visitors
came to Singapore
at least twice a year
for short trips
65% of ASEAN MONO-SIN
visitors stay in Singapore for 4
days or less
repeatedly
75% of ASEAN visitors who
come to Singapore are repeat
visitors
36%
12%
20%
4%
27%
ASEAN
70%
11%
11%
2%
6%
Global
ex-ASEAN
3 trips per yr
35%
28%
25%
12%
ASEAN
55%
32%
12%
1%
Global excld.
ASEAN
>4 days
3-4 days
1-2 days

Singapore‟s
Relevance to
ASEAN
Travellers
Majority fly to Singapore via LCCs
69% of ASEAN visitors flew
to Singapore via LCCs
Carrier Type for Visitors to Singapore (2010)
Strong Growth in LCC
Passengers to Singapore
LCC & FSC Passenger Movements (2009-2011)
31%
69%
37m
81%
42m
78%
47m
74%
19% 22% 26%
CAGR (%)
(2009-2011)
7%
29%
LCC
FSC
2009 2010 2011
LCC FSC
Source: STB Overseas Visitors Survey - Leisure (2010), Changi Airport Group Annual Reports (2009-2011)
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
19

Singapore‟s
Relevance to
ASEAN
Travellers
They visit Singapore for everyday
lifestyle pursuits
Shopping
Sightseeing
Museum, gallery, art exhi
Off-the-beaten track
Dining event
Arts/Entertainment show
Sport event/ activity
Massage/ Spa
Fashion event/launch
“I travel to Singapore
multiple times a year for all my
lifestyle needs from shopping,
dining, banking to healthcare.”
- Indon Female 35+yo
What do they do in Singapore
Nightlife
8%
6%
17%
15%
14%
12%
28%
Source: STB Leisure Segmentation Study (2012)
39%
56%
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
83%
Hawker/Food Centers
Where they dine at in Singapore
Local ethnic
restaurants
Unique dining
experience
Dining enclave
Fine dining/Celebrity
restaurants
Fashion
Watches
Jewellery
Beauty Cosmetics
Consumer Tech
Gifts/ Souvenirs
20%
18%
24%
What they buy in Singapore
11%
10%
14%
9%
12%
6%
18%
28%
25%
37%
62%
43%
Luxury Brands
74%
Mainstream Brands
52%
20

Unlocking the
potential of
ASEAN
Travellers
Opportunity to drive impulse travel
Timely
information
on lifestyle
offerings
Most useful online travel info source before trip
Trigger
impulse
travel
32%
Search Engine
22%
20%
Travel review & social
networking sites
Airline/Hotel/TA Website
18%
7%
1%
NTO website
Product website
Others
Source: STB Leisure Segmentation Study (2012)
*Note that study was conducted in Indonesia, Malaysia , Philippines, Thailand and Vietnam, to serve as proxy for ASEAN region
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
21

Understanding
China
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
22

Understanding
China
Travellers
Our addressable market
Flight time to Singapore:
4 – 6 hours
BEIJING
SHANGHAI
CHENGDU
Estimated population who can travel
internationally at least once a year:
SINGAPORE
GUANGZHOU
117 million
Source: Economic Intelligence Unit, MasterCard Worldwide Index of Consumer Purchasing Priorities (H2 2011), STB analysis
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
23

Understanding
China
Travellers
They mainly travel within Asia
S. Korea, Taiwan & Japan have more Chinese visitor arrivals,
but also have a higher dependence on them
Destination
Total Number of
Visitors from China
(millions), 2010
Destination‟s Total
Number of Visitors
(millions), 2010
% of Visitors
who are from
China
South Korea 1.6
Taiwan 1.6
Japan 1.4
Thailand 1.3
Singapore 1.2
Malaysia 1.1
8.8 18%
5.6 29%
8.6 16%
14.2 9%
11.6 10%
24.6 5%
Source: Singapore Disembarkation Cards (2011), Various websites of Official Tourism Ministries or Statutory Boards
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
24

Understanding
China
Travellers
Eager to see the world, take a break
NEEDS
TRAVEL BEHAVIOUR
• Satisfy curiosity & status
• Acquisition mindset
• Break from crowded,
polluted cities “ 减 压 ”
• In-depth experiences
• Shopping is integral
• Getaways in clean &
green environment
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
25

Understanding
China
Travellers
They are increasingly discerning
LOCAL FLAVOUR
“ “
I
I love to
experience the
local life to gain a
new perspective
ONE DESTINATION
“
I like to spend
4 – 5 days at a
place where I
can do many things
OFF-THE-BEATEN-TRACK
will hunt
down small
lanes that are
more unique
”
IN-DEPTH
”
EXPERIENCES
”
Source: STB Consumer Focus Group Discussions
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
ONE-OF-A-KIND
“
What is so
special? Sounds
like something
similar back home
”
26

Understanding
China
Travellers
Crucial to cater to evolving needs
Novice Intermediate Advance
• “Show me the way”
• Security
• Visa-Processing
• Recommendation
• Freedom & flexibility
• In-depth experience
• Package tour • Semi-FIT • Semi-FIT, FIT
• Build awareness
SG has enough to
offer for mono-dest
OPPORTUNITIES
• Enable semi-FIT
travel by providing
information
• Empower FIT travel
with quality content
& customised service
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
27

Singapore‟s
Relevance to
CHINA
Travellers
Singapore checks off the criteria for
easy-to-enjoy & relaxing respite from city
Perception of Singapore vis-à-vis competing ASEAN cities
(Of Chinese visitors who have travelled to SG & Thailand in P2Y)
„Easy to Enjoy‟ criteria
Easy to get
around & enjoy
29%
52%
Ease of getting visa
Easy to get to & around
Less leave to apply for (can be done
in 4–5 days)
No language barrier
Relaxing &
pleasant city
40%
42%
Less crowded
Clean air, more greenery
Better weather / sunshine
Comforts of a modern city
Access to sea / beach / garden
Safe
Singapore
Bangkok
Source: STB Focus Group Discussions, STB Leisure Segmentation Study (2012)
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
28

Singapore‟s
Relevance to
CHINA
Travellers
They perceive Singapore as FIT-friendly;
a model city that is easy-to-enjoy
74% of first-time Chinese travellers to
Singapore are FIT/Semi-FIT, vs. 24% of
all Chinese travellers to Australia
Travel Arrangement on First-Trip to Singapore vs. Australia
10%
14%
24%
FIT
61%
74%
Semi-
FIT
Package
13%
26%
76%
China to SG
China to AUS
Source: STB Overseas Visitor Survey (2010), Tourism Australia Research Update (Mar 2012), STB Consumer Focus Group Discussions
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
29

Singapore‟s
Relevance to
CHINA
Travellers
However, some do not perceive SG to be
value-for-money, due to lack of awareness of
our offerings
Those who come on multi-destination trip
less likely to see SG as value-for-money,
interesting & different from others
Perception of Singapore
(Of Chinese visitors who have travelled to SG )
Good value
for money
27%
41%
Variety of
interesting
experiences
24%
29%
Is different/Offers
something others
don't have
11%
16%
SGP was part of multi-destination trip
SGP was mono-destination trip
Source: STB Focus Group Discussions, STB Leisure Segmentation Study (2012)
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
30

Singapore‟s
Relevance to
CHINA
Travellers
Crucial to harness interest in in-depth
experiences by dialing up awareness
They actively seek
experiences….
Twice as likely to look for dining places
recommended by media / friends
… that are local
More likely to try destination’s local food,
even if unfamiliar
34%
17%
63%
47%
China
Asia Ex-China
More likely to want to discover
new designers, products or shops
China
Asia Ex-China
More likely to buy items that reflect local
identity of destination
25%
19%
61%
54%
China
Asia Ex-China
Source: STB Focus Group Discussions, STB Leisure Segmentation Study (2012)
China
Asia Ex-China
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
31

Singapore‟s
Relevance to
CHINA
Travellers
Highly discerning shoppers
Others
Accommodation,
F&B, Transport,
etc
26%
74%
Shopping
“
I always bring a
shopping list
when I travel - brands
unavailable at
home. I like to buy
food items and
nicely packaged
items as gifts
”
Source: STB Overseas Visitors Survey - Leisure (2010) , STB Focus Group Discussions, BCG Travel & Tourism in China Report, 2010
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
32

Unlocking the
potential of
CHINA
Travellers
Strengthen „value-notion‟ by raising
awareness of in-depth experiences
Raise
Awareness of
Concentration
& In-depth
Offerings
Most Useful
Information Source
Most Useful
Online Source
Strengthen
Perception of
Value
Online
Source
48%
Travel
Review
on Blog,
Forum,
Social
Networking
Sites
48%
Word-of-
Mouth
Travel
Agent
Guidebook
25%
16%
10%
NTO
Website
Search
Engine
Product
Website
Others
14%
2%
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
20%
17%
Source: STB Leisure Segmentation Study (2012), of Chinese travellers whose last 2 leisure trips were by FIT / Semi-Fit
33

Unlocking the
potential of
CHINA
Travellers
Opportunity to empower FIT
experience
Guidebooks/maps/brochu
res & Online sources are
most influential info
source during the trip
Customized Mandarin FIT
Guide
Travel guidebook/
map/ brochure
35%
Accessibility Information
Online Sources
Tour guide
Hotel
Others (Visitor Center,
Friends at destination)
20%
27%
5%
14%
In-Depth Experiences
Customizable Itineraries
Source: STB Leisure Segmentation Study (2012), of Chinese travellers whose last 2 leisure trips were by FIT / Semi-Fit
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
34

Understanding
India
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
35

Understanding
India
Travellers
Our addressable market
Flight time to Singapore:
DELHI
4 to 6 hours
MUMBAI
BANGALORE
5.5 hours
SINGAPORE
Estimated population who can travel
internationally at least once a year:
23 million
Source: Economic Intelligence Unit, MasterCard Worldwide Index of Consumer Purchasing Priorities (H2 2011), STB analysis
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
36

Understanding
India
Travellers
They are purposeful travellers
NEEDS
TRAVEL BEHAVIOUR
• Progress in life
• Fulfill family duties
• Seek enriching
experiences
• Guaranteed
results, extensive
research
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
37

Understanding
India
Travellers
They tend to plan & book their trip
early in advance
55% will plan more than
one month in advance
Advance Planning
78% will book more than
one month in advance
Advance Booking
>3 mth
1 - 3 mth
11%
44%
>3 mth 31%
55% 78%
1 - 3 mth
47%
1 wk – 1 mth
36%
1 wk or less
9%
India
Source: STB Leisure Segmentation Study (2012)
1 wk – 1 mth
1 wk or less
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
22%
3%
India
38

Understanding
India
Travellers
Duty travellers seek to spend an
enriching time with loved ones
More likely to travel with
spouse/partner or children
More likely to participate in an
enrichment experience
Travelled with spouse/partner/children on last 2 trips
What they did on their last 2 trips
India
Asia ex-India
51%
11%
6% 6% 2%
India
Source: STB Leisure Segmentation Study (2012)
Visited an educational
attraction
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
Participated in enrichment
class
39

Understanding
India
Travellers
More likely to travel during school
or national holidays
When They Travelled
34%
30%
19% 16%
India
Asia ex-India
School Holidays
Bank/National Holidays
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Spring peak season / School Holidays in May/ June
Public holiday-induced peaks
Source: STB Leisure Segmentation Study (2012)
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
40

Singapore‟s
Relevance to
India
Travellers
Singapore is currently their top
family destination
Source: Kuoni Holiday Report (India) 2011
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
41

Singapore‟s
Relevance to
India
Travellers
Increasing threat from rising competition
& more discerning travellers
Legoland Malaysia
Snow Penguins Ski Dubai
Grizzly Gulch Disneyland HK
Universal Studios Korea
Whitewater Abyss Sunway Lagoon
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
42

Unlocking the
potential of
India
Travellers
Demonstrate Singapore‟s value
through tangible benefits
Showcase
Tangible
Benefits
Singapore as
Aspirational
Destination
Enrichment
• Self-progress
• Exclusive enriching experiences
Bonding
• Shared moments
• Experiences they can bring home
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
43

Thoughts
for
Discussion
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
44

Thoughts
for
Discussion
Unlocking potential by
customizing to needs
ASEAN
Lifestyle
Destination
Highlight
trendy lifestyle offerings
CHINA
In-Depth
Experiences
Showcase depth &
concentration of offerings
& info to enable FIT travel
INDIA
Progress &
Bonding
Demonstrate
tangible benefits of
enrichment & bonding
Disclaimer: The information contained in this presentation is for guidance only. STB makes no representation or warranty, express or implied, as to the accuracy or completeness of any information
contained in this presentation. Appropriate professional advice should be obtained before relying on or acting on any of the information contained in this presentation, and neither STB nor any of its
officers, employees or agents shall be held liable for any loss or damage, whether direct or indirect, as a result of any improper or incorrect use of the information in this presentation.
Note: The slides are property of STB and shall not be reproduced and/or redistributed without permission from STB
45