Home Travel News

Singapore turns its attention back to agents

Travel agents, you have Singapore’s full attention because you’re still one of the biggest drivers of sales to the Southeast Asian destination.

Travel agents, you have Singapore’s full attention because you’re still one of the biggest drivers of sales to the Southeast Asian destination.

 

According to Singapore Tourism Board’s (STB) latest figures, around 65 percent of Aussies are visiting Singapore on itineraries organised and secured by consultants – a figure that’s well above the bureau’s initial expectations.

Speaking to KarryOn at the STB Roadshow in Sydney this week, John Gregory Conceicao admitted that the bureau had been ‘laying low’ in the local market for some time because early research indicated that more travellers would purchase their Singaporean trips online.

Agents Singapore Roadshow

And while the destination has seen a slight shift in bookings from agents to online, the Executive Director of International Group Planning in Oceania said consultants are still the strongest resource for the destination.

“When Australians travel there’s a huge financial investment involved, so they’re booking through an agency to ensure they’re covered if anything wrong overseas.”

John Gregory Conceicao, STB Executive Director of International Group Planning in Oceania

As a result, the bureau has shifted its strategy back to agents in Australia. As part of the new strategy, the bureau launched its first-ever training program earlier this year.

Singapore Roadshow

Agents were invited to complete the training for the chance to be one of ten swept away on a five-day famil of Singapore.

Additionally, the bureau is currently working its way around the country on a roadshow giving agents the chance to chat with over a dozen suppliers. Among the suppliers is Resort World Sentosa, which made its first-ever trip to Australia to showcase its new features.

Also making an inaugural visit to Australia is Journeys and Singapore Walks – the walking tour company – as well as Ion Shopping Centre.

Singapore Roadshow 3

“We’re coming back stronger in the market and looking at new ways to engage with travel agents.”

John Gregory Conceicao, STB Executive Director of International Group Planning in Oceania

Meanwhile, around 1.074 million Aussies visited Singapore last year and spent an average of 3.2 days – an increase from 2.9 days.

Around 60 percent of the traffic is stopover and 40 percent is Singapore-mono.

Are you keen to work closer with Singapore?