Singapore Tourism Board€¦ · Singapore Tourism Board ... the idea that Singapore is more than...

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Singapore Tourism BoardPR China

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AGENDA

1

2

3

China Market Performance

STB Workplans

For Discussion


2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

20.2

28.9 3134.5

4145.8 47.5

57.4

70.3

83.2

97.3

CHINA TOURISM GLOBAL OVERVIEW

Source: COTRI, China Outbound Tourism Research Institute 2013, UNWTO World Tourism Barometer April 2013

[China’s] tourism has jumped...thanks to the rising disposable

income, easier travel modalities for foreign travel, and an

appreciating Chinese currency.

China Border Crossings: 2000 – 2014 (in millions)


CHINA TOURISM GLOBAL OVERVIEW

0

20

40

60

80

100

120 102

83.883.7

52.3

42.838.1

35.228.1 27.6

26.2

Source: TravelIndustryToday.com

The Chinese have overtaken Germans to be

the world’s largest spenders.

World Tourism Expenditure 2012 (USD billion)


2,279

1,902

910

842

703

619

506

417

372

360

355

346

295

285

186

Indonesia

P R China

Malaysia

Australia

India

Japan

Philippines

Hong Kong SAR

USA

Thailand

South Korea

UK

Vietnam

Taiwan

Germany

2013 JAN-SEP VISITOR ARRIVALS (‘000)

PR China has been our 2ndLargest Source Market for

Singapore in terms of Visitor

Arrivals since 2007 to 2012.

% Change vs.

2012 Jan-Sep

9%

26%

4%

10%

5%

12%

4%

18%

5%

4%

3%

5%

3%

29%

-2% Source: STB DE Cards

CHINA MARKET PERFORMANCE IN SINGAPORE


937

1,171

1,577

2,034 1,902

-

500

1,000

1,500

2,000

2,500

2009 2010 2011 2012 2013

Jan-Sep

Visitor Arrivals (‘000)

1,344

1,644

2,110

2,516 2,383

-

500

1,000

1,500

2,000

2,500

3,000

2009 2010 2011 2012 2013 Jan-

Sep

Tourism Receipts (‘mil S$)

Source: STB DE Cards

2010 2011 2012 2013 3Q

YoY

growth25% 35% 29% 26%

2010 2011 2012 2013 3Q

22% 28% 19% 26%

CAGR 2009-2012: 29% CAGR 2009-2012: 23%

Singapore has continued to experience strong Visitor Arrival and Tourism

Receipt growth from China



PR China becomes

largest TR source

market for 3Q 2013

Leisure

55%BTMICE

31%

Others

14%

2013 Jan-Sep Tourism Receipts Breakdown

1,253

1,540

1,153

-

500

1,000

1,500

2,000

Overall BTMICE Leisure

P R China 2013 Jan-Sep Per Capita

Expenditure (S$)

1,917 1,860 1,888 1,776

-

500

1,000

1,500

2,000

2,500

2009 2010 2011 2012

P R China BTMICE Per Capita

Expenditure (S$)

• While leisure still accounts for

majority of total Tourism Receipts

from China, BTMICE is also an

important high-yield segment.

• However, BTMICE spending has been

on the decline since 2009 as

companies cut back on business

travel budget.



Source: STB DE Cards

-

200

400

600

800

1,000

1,200

1,400

1,600

1,800

2,000

2,009 2,010 2,011 2,012

('0

00

)

PR China Visitor Arrivals Breakdown by

Cities

Tier 1 cities Other cities in P R China

57%

43%

60%

40%

60%

40%

38%

62%

*Tier 1 cities refer to Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou and Chengdu

Shanghai

29%

Beijing

28%

Guangzhou

20%

Shenzhen

9%

Hangzhou

7%

Chengdu

7%

Breakdown of Visitor Arrivals from

Tier 1 cities in 2012

Beijing, Shanghai, Guangzhou,

Shenzhen, Hangzhou and Chengdu are

our top 6 Visitor Arrival source cities

from PR China, accounting for close to

40% of total PR China visitor arrivals

in 2012.




0%

50%

100%

2009 2010 2011 2012

Mono-Sin Multi-Destination

Proportion of Visitors on Mono-Singapore VS Multi-Destination Trips

0%

50%

100%

2009 2010 2011 2012


0%

50%

100%

2009 2010 2011 2012


Tier 1 Cities

Tier 2 Cities

Overall

Visitors on mono-Singapore trips have

been on the decline, but primarily due

to the emerging travellers from tier 2

cities.


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STB Workplans


LEISURE – CONSUMER INSIGHT

Target Audience

Profile

How They Travel

• With spouse/partner

• Peak during Feb (CNY), July –Aug (Summer), Oct (Golden

Week), but not constrained to specific holiday periods

Top Travel Destinations

• For long trips: Europe, USA

• For short trips: Bangkok, Japan, S Korea, Singapore


Attitude Towards Travel

• Travel is becoming part of their lifestyle

• Began overseas leisure within last 2 years, but

majority now make 2 or more trips a year


Target Audience

Travel Needs

Emotional and Functional needs

Restoring

• Break away from stressful city life, recharge

and relieve stress (especially for Tier 1 cities)

Keeping up

• Eager to see the world, discovery and enlightenment

• Enabling social conversations and acquire greater

social prestige as travelling is seen as an indication of

social status (especially for secondary cities)

Bonding

• Forging closer ties with loved ones through shared

experiences

Source: STB 2012 Segmentation Study

STB-CNTA 2013 Tier 2 City Study



Desired Consumer

Experience

Discerning Chinese travellers look for quality and

depth of travel experiences

• Prefers FIT/ F&E

• Wants to be heavily involved in travel planning

• Beyond iconic sights and shopping, they are also

seeking experiences that allows interaction or learning

of local cultures

• Demanding for better customer services and

customized experiences in Mandarin, especially for

tier 2 cities

Source: STB 2012 Segmentation Study

STB-CNTA 2013 Tier 2 City Study



The best experiences for Chinese visitors are those that

• Allow them to bond through shared experience/ interest

• Are must-dos (according to WOM)

• Allow them to pamper their loved ones

• Allow them to take a break

• Allow them to be thrilled

• Allow them to have close encounter with nature

• Allow them to discover new tastes

• Are different from those at home

Source: STB 2013 Consumer Experience Dipstick

Desired Consumer

Experience


Rise Above the

Clutter: Content

Branded content with emotive storytelling approach and

advocacy (celebrities/ KOLs)

Can be distributed across various platforms and channels

Identify media partners to build / create content pieces that can

be distributed across offline and online touchpoints, targeting

both national and local media

“Outside in” approach

Ensure content is developed from target audience’s perspective.

It should be inspiring, engaging and generate talk-ability.

Innovative display of content

Format and tonality, to spark interest and curiosity




Awareness Consideration Booking Visit Advocacy

LEISURE – CONSUMER TOUCHPOINTS

Top touchpoints across consumer cycle

#1 Online(national)SNS (weibo), video (youku

/sohu), vertical travel (eg.

Qunar), IMM

Online(national)SNS (weibo), travel

vertical (eg. Qunar), video

(youku/sohu)

Online(national)Travel vertical (eg.

Qunar), SNS (weibo)

Online(national)SNS (weibo), video

(youku/ sohu)

Online (national)SNS (weibo), video

(youku/ sohu)

#2 TV (national &

local)Travel lifestyle channel

Magazine

(national)Travel titles

Newspapers

(local)via travel agents

#3 OOH (Local)Cinema ad, Shopping area

LED, bus ad

Newspapers (local)via travel agents

Travel Agents

#4 Magazine

(national)Travel (eg. Condenast

Traveller, Trend Traveler),

Lifestyle (eg. Modern

Weekly/U+ Weekly)

Travel Agents

#5 Radio (local)Top radio station in city

#6 Newspaper

(local)via travel agents

• Touchpoints converging (for tier 1 and 2 cities) but

heavier reliance on TAs at Booking stage for tier 2

• Nuances stem from fragmented offline media choice

• Digital social media is the “common denominator”

Source: STB Comms Review (2013)

OBJECTIVEOBJECTIVE

PROBLEMPROBLEM

SOLUTIONSOLUTION

Increase Yield by Encouraging our Target Audience to visit Singapore.

Chinese travellers are spoilt for choice. While Singapore is a familiar

destination, its relevance has decreased, especially for past visitors

who have ticked Singapore off the “Been there, done that” list. This

implies that we are not communicating convincingly as a destination

with new experiences that warrants a visit.

Challenge existing Chinese perception of Singapore by highlighting

the idea that Singapore is more than you know, a destination that

constantly renews its offerings and a place that warrants in-depth

exploration.

NEW DISCOVERIES IN

YOURSINGAPORE

LEISURE – IMC CONCEPT


LEISURE – DIGITAL

STB

Online

Presence

Video

SitesBBS

Online

Ads

Advert-

orials

Vertical

Portals

SEO

Baidu

Zhidao

Baike

YS.com

eGuides

Media

eNewsletter

Weibo

WeChat

PlatformAPP

Blog

SEM

Wenku

SEO/SEM IMC Minisite

IMC Weibo

IMC

WeChat

BBS Posts1700PV, 26

comments/ post

Co-op with

Qunar

Co-op with

Qyer &

Mafengwo


Media visit

during filming

March (warm-up) May – June (sustain)

Promotion of

Original TV series

PR coverage +

Search ongoing

Release of trailer

12 Zodiac Star

Sign Campaign

Premiere in

BJ, SHA, GZ,

CD and HZ

iQiyi Ms Traveller

cooperation

10 Aug

Online teaser activities Channel

Partnership

support

9 May (launch)

Concept of “Heart/心” takes centrestage, illustrated through emotive storytelling methods and a brief introduction of travel as a means of deepening 爱情、亲情、友情.

Expand into Shenzhen, Chengdu and Hangzhou

LEISURE - IMC 2A: MAR – JULY 2013


LEISURE - IMC 2A: MAR – JULY 2013

Branded

content

cooperation

with animated

content – ‘New

Discoveries’

episode

(Youku.com)

November (warm-up) January (sustain)

Invite KOLs

to SingaporeRadio Advertorials

Cooperation with

print media for

emotional

content

Travel portal cooperation

for ‘New Discoveries’

itineraries

Branded content

across mulitple

integrated platforms

(SHA)

December (simultaneous local activation)

Warm-up activities

on STB’s owned

social channels

Social platforms,

BBS (HZ)

Print media (CD)

PR +

Search


YOUKU 《《《《泡泡泡泡芙小姐的烟花芙小姐的烟花芙小姐的烟花芙小姐的烟花》》》》

• Total Video View on Youku: 8,498,106

• Trailor Video View: 696, 203

• Daily Peak: 1,224,261

• Achieved Comments: 1,927

• Collecting/ Like: 1,274/ 9,190

• Mobile Device Video View Proportion: 81.8%

• Gender Ratio: Male (53.9%): Female (46.1%)

• Top 10 Cities: Beijing, Shenzhen, Guangzhou,

Shanghai, Hangzhou, Wuhan, Chengdu,

Tianjin, Suzhou, Zhengzhou


MAFENGWO

• Mafengwo has a very active user group,

resulting in the highest CTR (2.36%)

achieved amongst all media platforms

• The guidebook performed very well in

terms of the downloads, achieving more

than 30,000 downloads up to 22nd

January 2014.


May (Pre-Launch) Nov (Post-Launch)July (Launch)

PR +

Social

LEISURE - IMC 3: 2014

从心发现爱Target cities: Beijing, Shanghai, Guangzhou, Chengdu, Hangzhou, Shenzhen


Jimmy Lin 林志颖

Mabel Cheung 张婉婷 &

Alex Law 罗启锐

Youku 出品“大师微电影”

LEISURE – TIER 2 CITIES TRADE ENGAGEMENT

TIER 2 CITIES

Tianjin, Shenyang, Xiamen, Pearl River Delta , Wuhan, Changsha, Chongqing, Kunming, Nanjing, Qingdao

TIER 2

ENGAGEMENT

Trade/ Media FamsCreating awareness

In-Market Roadshows/

Training SeminarsEngaging local trade

Joint PromotionPartnering local trade to

generate publicity

Shenyang ShandongDongguan Tianjin Shenyang

Dalian Pearl River Delta


BTMICE – 2013

Conventions & ExhibitionsBuilding attendance for trade

events in travel, media & design

through in-market seminars.

Meeting & IncentivesCreating B2B and B2C networking

opportunities through incentive

roadshows.

Familiarization TripsProfiling Sg MICE offerings through

fams for media, trade and NTO.


BTMICE – 2014

BTMICE

ACTIVITIES

Public RelationsContent partnership with business media

like Forbes, BusinessWeek China,出国策

Meetings & Incentives• IT & CM

• Corporate Fams

• INSPIRE China

• MICE Seminars in secondary cities

Conventions & Exhibitions• Attendance-building (Travel,

Design, Digital Media)

• Partnerships with

xinhua.net.sg


STB GREATER CHINA 2014 WORKPLAN OVERVIEW

Leisure

BTMICE

Premium

IMC 3A

Jan - Mar Apr - Jun July - Sept Oct - Dec

IMC 3B

CITM

IT&CM

ILTM

Emerging

Markets

Emerging

Markets

Social + PR

TravelDesign Digital


Fam (M&I)


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For Discussion


FOR DISCUSSION

How can we enhance the

experience for the Chinese

visitors in Singapore?

How should we approach the

tier two cities?

VISITOR EXPERIENCE TIER 2 MARKETS



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Thank you!

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