Two-year partnership to strengthen Singapore’s appeal and drive visitorship through an enhanced Singapore experience across airline, airport and destination
Singapore Airlines (SIA), Changi Airport Group (CAG) and Singapore Tourism Board (STB) have stepped up efforts to jointly promote inbound travel to Singapore and Changi Airport, in the largest collaboration among the three partners to date. Under the new two-year partnership, the three parties will jointly invest $20 million to collaborate in amplifying the Singapore experience to leisure, business and MICE audiences in more than 15 markets worldwide1 .
This will be carried out through the refinement and delivery of the Singapore experience to visitors coming to and through Singapore and Changi Airport, and the intensification of marketing efforts direct to consumers and through trade partnerships. In addition to ongoing work in attracting leisure visitors, the partnership will also boost marketing investment for the business traveller and MICE (Meetings, Incentives, Conventions and Exhibitions) segments.
"This partnership demonstrates our commitment to further developing our home base as a travel hub and promoting Singapore as a destination of choice. We are pleased to continue working closely with STB and CAG and draw on our respective strengths, to promote sustainable growth of inbound travel to and through Singapore," said Singapore Airlines CEO, Mr Goh Choon Phong.
Enhanced Singapore experience
"One of the key initiatives in this collaboration is developing and enhancing joint programmes that will contribute towards strengthening the global mindshare and perceptions of both Singapore and Changi Airport. We look forward to working together to leverage our collective strengths and insights, and to amplify our efforts to promote the Singapore experience," said Mr Lee Seow Hiang, Chief Executive Officer, Changi Airport Group.
A key highlight is the introduction of the Singapore Stopover Premium package, an upgraded version of the Singapore Stopover Holiday. This new product is the latest in the three partners' ongoing efforts to curate distinctive experiences that allow travellers with different needs to better enjoy Singapore as a destination. Targeted at both premium leisure and business travellers, the Singapore Stopover Premium package includes stays in selected five-star hotels2 with breakfast and Wi-Fi, priority hotel check-in services and private transfers3, exclusive privileges such as spa discounts or shopping vouchers, and access to a variety of premium leisure experiences across the island4.
Another feature of this partnership is the enhanced Free Singapore Tour, a perennially popular programme5 that brings transit passengers on a free guided tour of Singapore's vibrant landscape, best heritage attractions and city skyline. The recently refreshed programme boasts longer itineraries6 that now cover even more iconic sights, photo stops, additional tour timings across day and night, as well as the introduction of seasonal editions during festive periods7, all aimed at providing a more in-depth experience of Singapore beyond Changi Airport.
"Our airline and airport are an integral part of the Singapore experience. The new product offerings demonstrate SIA, CAG, and STB's commitment to provide today's discerning travellers with a more seamless and in-depth experience. To constantly refresh and add value to the visitor experience, it is essential for the industry to rally together; STB looks forward to more partnerships with the industry," said Mr Lionel Yeo, Chief Executive, Singapore Tourism Board.
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1Initial markets are Australia, China, Germany, Hong Kong, India, Indonesia, Japan, Korea, New Zealand, the Philippines, Taiwan, Thailand, Vietnam, the United States of America, and the United Kingdom.
2For example, Pan Pacific Singapore and Fairmont Singapore.
3Priority hotel check-in services and private transfers apply to Club room stays only.
4Exclusive benefits, consisting of spa privileges, shopping vouchers, garment pressing or F&B discounts, are available to Suites, First and Business Class passengers only and may vary depending on the hotel of choice.
5Since its launch in 1987, more than one million passengers have enjoyed the Free Singapore Tour.
6Transit passengers with at least 6 hours to spare now have an option of either a day or a night itinerary, both of which have been extended from 2 to 2.5 hours, with an increase to 6 runs daily to allow more passengers to enjoy what Singapore has to offer. Some itinerary options include photo stops at Merlion Park and Gardens by the Bay, and guided tours of Kampong Glam.
7For example, tours would include Orchard Road during Christmas and Little India during Deepavali.
About Singapore Airlines
Singapore Airlines is committed to operating a modern aircraft fleet, offering world-class cabin products and top quality service provided by the iconic and elegant Singapore Girl. With Singapore as its main hub, the Airline operates services to 60 destinations in 33 countries.
Singapore Airlines has more than 100 modern aircraft in its fleet, and created aviation history in October 2007 by becoming the world's first airline to fly the largest commercial plane in the world, the Airbus A380. In July 2013, Singapore Airlines launched its next-generation cabin products in all three classes as well as the world's most advanced in-flight entertainment system.
About Changi Airport Group
Changi Airport Group (Singapore) Pte Ltd (CAG) (www.changiairportgroup.com) was formed on 16 June 2009 and the corporatisation of Singapore Changi Airport (IATA: SIN, ICAO: WSSS) followed on 1 July 2009. As the company managing Changi Airport, CAG undertakes key functions focusing on airport operations and management, air hub development, commercial activities and airport emergency services. CAG also manages Seletar Airport (IATA: XSP, ICAO: WSSL) and through its subsidiary Changi Airports International, invests in and manages foreign airports.
Changi Airport is the world's sixth busiest airport for international traffic. It served a record 54.1 million passengers from around the globe in 2014. More than 350 retail stores and 160 F&B outlets are situated across three terminals to cater to passengers and visitors. With over 100 airlines providing connectivity to 320 cities worldwide, Changi Airport handles about 6,600 flights every week, or about one every 90 seconds.
About Singapore Tourism Board
The Singapore Tourism Board (STB) is a leading economic development agency in tourism, one of Singapore's key service sectors. Known for partnership, innovation and excellence, STB champions tourism, making it a key economic driver for Singapore. We aim to differentiate and market Singapore as a must-visit destination offering a concentration of user-centric and enriching experiences through the "YourSingapore" brand. For more information, please visit www.stb.gov.sg or www.yoursingapore.com.