Thailand
STB
Market
Insights
2
STB Market Insights – Thailand
This publication ‘STB Market Insights’ serves as a reference to the trends of specific inbound
tourism markets to Singapore. All information in this publication is deemed to be correct at time
of publication.
While every effort has been made to ensure the accuracy of the data in this report, the Singapore
Tourism Board (STB) shall not be liable for any loss or damage caused by or arising from the use
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in this document.
Consumer Research & Insights
Research Division
[email protected]
©2014 Singapore Tourism Board.
All rights reserved. No part of this publication may be reproduced, distributed, stored in a retrieval system, or transmitted
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as copyright owner.
Month of Publication: September 2014
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STB Market Insights – Thailand
Contents
Executive Summary ....................................................................................................................................5
About The Market ...................................................................................................................................... 6
The Thai Traveller .................................................................................................................................... 7
Media Consumption Habits .................................................................................................................... 8
Thai Visitor to Singapore ........................................................................................................................... 10
The Thailand Leisure Traveller .................................................................................................................. 11
Needs of the Leisure Traveller from Thailand ........................................................................................ 11
Considerations for Travel....................................................................................................................... 12
Planning and Booking Trends ................................................................................................................ 12
Information Sources Before/During Travel ............................................................................................ 12
Advocacy After Trip ............................................................................................................................... 13
Thai Leisure Visitor in Singapore ............................................................................................................... 13
Reasons for visiting Singapore............................................................................................................... 13
Leisure Activities in Singapore............................................................................................................... 13
Barriers to Visiting Singapore ................................................................................................................ 14
Thai BTMICE Visitors in Singapore ............................................................................................................ 14
The Thai BTMICE Visitor ....................................................................................................................... 15
Perception of Singapore as a Business Destination ................................................................................... 16
Information Sources ............................................................................................................................ 16
Thai BTMICE Visitor Expenditure .......................................................................................................... 16
Likelihood to revisit ............................................................................................................................. 17
Key Findings ............................................................................................................................................. 18
Bibliography ..............................................................................................................................................20
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STB Market Insights – Thailand
Executive Summary
Thailand contributed 3.2% to the total number of visitors to Singapore and was the 9th largest market in
terms of arrivals in 2013. Visitor arrivals to Singapore had also registered a CAGR of 4.9% from 2010 to
2013, surpassing the country’s outbound CAGR of 3.8% during the same time period. The increase in
visitor arrivals from Thailand could be attributed to the strong air connectivity between the two countries
as well as the opening of new attractions in Singapore such as Universal Studios and Gardens by the Bay.
For Thais, travelling forms a significant part of their lives that they enjoy throughout the year, from school
holidays to long weekends. Travelling not only allows them to recharge, but also escape from their daily
routine. In addition, when they travel overseas, they look for experiences and attractions that are not
found back home. Top considerations when Thais travel would be the availability of iconic attractions as
well as travel budget; as such, one key point to highlight is that Thai travellers do not necessarily seek
cheap travel options, but value-for-money travel experiences.
Singapore is a destination that Thai visitors perceive as easy to plan and travel to. However, there are
some who still perceive Singapore as a destination that has many restrictions, and their knowledge of
Singapore’s offerings also tend to be outdated and limited to the iconic experiences. One of the
challenges Singapore faces is how to remain relevant amidst the growing competitiveness of other
destinations such as Japan and South Korea. Therefore, Singapore would need to create and effectively
communicate to our Thai visitors, compelling and unique experiences that will continue to attract them to
visit Singapore.
In 2013, 2 in 5 arrivals from Thailand were here for business purposes. Thai BTMICE visitors have a high
regard for Singapore as a business destination and they appreciate the safety as well as good
infrastructure that Singapore provides. During their free time, BTMICE visitors from Thailand like to spend
their time unwinding; having meals, shopping or engaging in nightlife activities. There were mixed
responses on whether they would revisit Singapore for leisure. Some would want to visit Singapore again
with different companions while others felt that there is nothing new or interesting as they had already
covered the key sights and attractions.
Methodology of STB Primary Research Sources
Figures from this report are gathered from STB internal research as well as publicly available sources. The STB’s research sources are STB’s Overseas Visitors Survey
(OVS), the Leisure Segmentation Study (SEG), Business Traveller Study (BTS), Brand Health Tracking Study (BHTS) as well as various interviews and focus groups
done.
Overseas Visitors Survey (OVS) – conducted annually at exit points in Singapore, the OVS covers visitors from every nationality. The sample size is usually around
28,000 per year.
Leisure Segmentation Study (SEG) – conducted in 2011 in 9 key markets, SEG sought to understand the needs of different segments of frequent air travellers within
our key markets of Australia, China, India, Indonesia, Japan, Malaysia, Philippines, Thailand and Vietnam. The sample size was 500-900 per market, for a total of
6,000.
Business Traveller Study (BTS) – conducted over 2011-2012 in Singapore, BTS covers over 2,000 business travellers from our key business source markets to
understand their pre-trip and during trip considerations, behaviour and touch points. Markets covered include Australia, China, Hong Kong, India, Indonesia, Korea,
Philippines, Thailand, UK, US and Vietnam.
Brand Health Tracking Study (BHTS) - conducted in 2013 across 10 key markets, BHTS sought to understand the perception of Singapore as a leisure travel
destination within our key markets of Australia, China, India, Indonesia, Japan, Malaysia, Philippines, Thailand, United Kingdom and Vietnam. The sample size was
1,200 per market, for a total of 12,000.
Focus Group Discussion Study (FGD) – conducted in March 2014 in Bangkok, Thailand to gain deeper understanding of Thai target audience, including their travel
motivations and habits, as well as attitude and perception towards Singapore.
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STB Market Insights – Thailand
About The Market
Population (million)
(1)
67.0 (2013)
Region – Population(2)
1.
2.
3.
4.
5.
Outbound Travel (million)
2010:
2011:
2012:
2013:
(3)
Top 5 Travel Destinations
in 2013 (million)
(3)
Type of outbound Trips(4)
Seasonality of Outbound Trips(5)
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STB Market Insights – Thailand
1.
2.
3.
4.
5.
Bangkok: 8.30 million
Central: 18.18 million
Northern: 11.66 million
Northeastern: 18.97 million
Southern: 8.87 million
5.34
5.40
5.72
5.97
Malaysia:
Laos:
Singapore:
China:
Hong Kong :
Business
(21%)
Leisure
(79%)
2.04
0.96
0.43
0.33
0.24
The Thai Traveller
With a population of approximately 67 million, Thailand is the
>5.9 Million Trips
world’s 20th most populous nation. Thais continued to show
made in 2013
moderate propensity to international travel with more than 5.9
million trips made in 2013,(3) translating to a CAGR
Top three travel
(Compounded Annual Growth Rate) of 3.8% between 2010 and
destinations made in
2013(3). The growth was modest due to domestic issues such as
the floods in 2011 and the unstable political situation in
2013 were Malaysia,
Thailand. Based on projected travel trends, Thailand’s outbound
Laos & Singapore
figures will grow by a CAGR of 4.4% between 2014 and 2017. (4)
Outbound travel remained mainly within Asia with the top 5
outbound destinations, Malaysia, Laos, Singapore, China and Hong Kong, receiving more than twothirds of total Thailand outbound visitors.
In a recent MasterCard Study (6), it was noted that amongst Thais, Tokyo (Japan) took the highest
mentions in terms of aspirational destinations with almost 20%. This is followed by Seoul (South
Korea) at 9.3% and Paris (France) at 8.1%. Interestingly, Thailand was the only country in SouthEast Asia that did not select Paris as its number one aspirational destination and instead chose
Tokyo. Given the positive perception as well as close proximity between Thailand and Japan (6
hours) and South Korea (5 hours), Japan and South Korea are well-placed to benefit from Thailand’s
outbound tourism growth. In addition, aggressive marketing campaigns and the easing of visa
restrictions are likely to continue to attract more Thais visitors to Japan and South Korea.
While both domestic and international trips are featured in a Thai’s travel consideration, more is
expected from an international trip which typically requires a bigger budget and more effort in
terms of travel planning. There are two traditional peaks in travel period for leisure. The first peak
usually takes place in April during the summer school holidays and when Songkran (Thailand’s New
Year) is celebrated. The second peak happens towards the end of the year between October and
December during the year-end school holidays.
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STB Market Insights – Thailand
Media Consumption Habits
While traditional media still has a huge following among Thais, the influence has been challenged
with the increased shift towards digital media as well as more interactive platforms such as mobile
Internet. Thais are heavy consumers of the Internet with an average of 5 hours 7 minutes spent on
the Internet either via a desktop or laptop each day (7).
Mobile penetration in Thailand is at 84 million, more than the population of Thailand. This means
that, on average, each person carries more than 1 mobile device. In fact, mobile Internet users are
more active with at least 3 hours spent per day using mobile Internet. To illustrate the prevalence of
mobile internet use, 95% of smartphone users search for local information via their phones, 94%
research on products and 51% have ever made a purchase via their smartphones.
Interestingly, there are 27 million users of messaging service, LINE in Thailand, making Thailand the
country with the most number of LINE users in the world outside Japan. LINE is favoured as it
provides local benefits to Thai users, including Thai language support, localised content and
promotions with Thai partners. For example, users can express themselves through LINE stickers
which are localized to Thai slangs. LINE is widely used by mobile service providers, consumer
products, as well as the Tourism Authority of Thailand to communicate and send promotional
materials.
Turning our lens to traditional media, TV, it is mainly dominated by Channel 3 and Channel 7,
commanding more than 80% of the market share of free-to-air TV (8). However, this dominance
might change as digital TV was launched on 1 July 2014, giving Thais more options (from 6 free-toair channels to 24 digital TV channels). Actual market impact can only be measured in 2015 after
digital TV channels are fully implemented and tracked. Newspaper media consumption had also
been on a continuous decline across all segments since 2008. This was in part due to news content
being readily available on online platforms. This downward trend also applied to magazine media
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STB Market Insights – Thailand
consumption, as increasingly, more printed magazines are moving into the digital space to keep up
with changing consumer preference.
Out-Of-Home (OOH) media in Thailand continues to thrive. OOH media comprises transit media
(e.g. Bangkok Mass Transit System (BTS) and place-based media such as office buildings and
airports), outdoor media (e.g. large-form streets and LED screens) and in-store media. In 2013, OOH
spending on digital screens increased by more than 50% from 2012. In 2014, there will be even more
digital screens replacing static billboards and signs to capture more passers-by and commuters with
more media impact and higher frequency.
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STB Market Insights – Thailand
Thailand Visitors to Singapore (9)
ther
2011
2012
2013
497
478
473
Visitor Arrivals (‘000)*
19%
6%
Tourism Receipts
($mil/%)**
Tourism Receipts – per
capita ($)
$570
15%
5%
15%
23%
$622
14%
5%
14%
24%
$618
35%
42%
43%
1,302
F&B
Shopping
1,242
1,206
204
Others
Transport
Accom.
15%
Purpose of Visits (%)
Weekly Flight Statistics
(Flight Freq. /
Seat Capacity)
24%
20
19
20
10
20
14
Others***
31
42
40
BT/MICE
31
28
26
Holiday
37,191
Bangkok
Hat Yai
Chiang Mai
250
52,397
Bangkok
Chiang Mai
Hat Yai
270
VFR
56,031
Bangkok
Chiang Mai
Phuket
1
2
3
Top 3 Cities of Origin
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STB Market Insights – Thailand
*All visitors are classified by country of residence unless otherwise stated. Visitor arrivals include all visitors arriving by air and sea and non-Malaysian citizens arriving by land.
**Sightseeing, entertainment and gaming expenditure has been excluded from tourism receipts in the country breakdown due to commercial sensitivity of information.
Other TR Components include expenditure on airfares, port taxes, local transportation, business, medical, education and transit visitors
***Others include those here for education, healthcare, work-related purposes, accompanying passengers and personal events.
Thai Visitors to Singapore(9)
Thailand is among the top 10 countries in terms of visitor arrivals and tourism receipts (TR) to
Singapore in 2013. The number of visitors from Thailand arriving in Singapore had been growing at
a CAGR of 4.9% from 2010 to 2013, which was higher than the growth in Thailand’s outbound traffic
over the same period (3.8% CAGR).
There was strong air connectivity between Singapore and Thailand with close to 3 million seats
available in 2013, which was a large increase from the 2 million seats available in 2011. This was due
to increased flights by existing carriers as well as new operators plying both countries such as Scoot.
The increase in connectivity also helps explain the increase in visitor arrivals observed between 2011
and 2013.
Looking across 2011 to 2013, the growth in TR was due to increases in both visitor arrivals and per
capita expenditure. Among the top 10 source markets, per capita spend per Thai visitor ranked 4th
behind the Vietnamese, PR Chinese and Indian visitors to Singapore. The main expenditure
component for Thais was accommodation, which accounted for almost 42% of total expenditure.
This was followed by expenditure on shopping and food and beverage which accounted for 24% and
14% of total expenditure respectively.
The Thai Leisure Traveller
Needs of the Thai Leisure Traveller
Travelling is an activity that sits at the back of most Thai travellers’
minds. Based on focus groups conducted (10), the general Thai
leisure traveller travels to recharge and escape the stress of day-today life. As shared by one respondent, “Travelling gives me the will
and energy to come back and work again.”
Travelling is also seen as an avenue that allows them to let go and
be wild. Another respondent from the FGD shared, “It’s the feeling
of not having to worry. You can let yourself go and do whatever
you want”.
Bonding with loved ones also came through strongly especially among those married with children
as it allows them to put aside all other distractions and spend time with their family.
Another motivation to travel would be to seek opportunities to broaden their horizons through
discovery. Thais are especially intrigued by cultures, attractions and exciting experiences that are
different from what they can get in Thailand.
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STB Market Insights – Thailand
Considerations for Travel (12)
The top consideration when Thais travel would
be a destination with good tourist attractions.
As shared during the FGDs, respondents would
like to go to places that have a variety of wellknown and iconic attractions for them to ‘check
off their list’. Going to such places would also
allow them to share their experiences with their
friends when they return, for many, an element
of ‘brag’ factor behind these sharing.
Another key consideration would be whether
the destination is within budget and the maximum value that can be derived from that budget. The
trip has to be perceived as delivering value; even if a certain destination may cost more than others.
Once a destination is able to fulfil travel needs such as discovering a different culture and
broadening of horizons, Thais will see a higher value in that destination despite the higher cost.
Other considerations include the availability of good shopping as it is also well-recognised that
Thais shop a lot when they travel, as well as who their travel companions are. Hygiene factors such
as good accessibility, convenience and safety are also attributes that are expected from potential
destinations.
Planning and Booking Trends
(12)
While travelling is always on the minds
of most Thais, the majority would only
start to plan and make bookings for the
trip 3 months prior to the trip. This is
unlike countries such as Australia and
Malaysia whereby a third of respondents
would make plans for trips more than 4
months ahead of their trip. Generally,
the time of travel among singles/
married without children is less
restrained compared to family travellers who would need to prioritise their children’s schooling
schedules. Those who are single or married without children will travel throughout the year,
especially over long weekends, to short- and mid-haul destinations while family travellers with
children will typically travel during extended holidays or during school holidays.
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STB Market Insights – Thailand
Information Sources Before and During Travel
In line with their everyday media consumption, online channels are key triggers in the destination
considerations of Thai travellers. This includes forums (e.g. TripAdvisor, Pantip.com, Sanook.com
and Mthai.com) and social networks (e.g. Facebook newsfeed and updates, ads and reviews). Other
triggers include recommendations from family and friends, personal interests in the destinations as
well as air ticket promotions.
When Thais search for information on attractions and activities to do, 67% would approach family,
relatives and friends, 53% would approach travel agents and 46% would search online(12). Other
information they would search for include transport, must-eats, weather, exchange rates, tax
refunds etc. Typically, a travel itinerary for singles or those married without children would
comprise various activities ranging from sightseeing to shopping while those for families would
include a blend of activities that would appeal to all.
During the trip, they would depend on their travel guidebooks (54%), brochures (49%) and maps
(43%) picked up at the destinations for information.
Though most Thai travellers understand English, they are still most comfortable to consume travel
information in Thai. Therefore, it is important that materials such as guidebooks, brochures and
online information are adapted to Thai to effectively engage them.
Advocacy after Trip
After the trip, 7 in 10 would talk to a family or friend about the trip. As they share their trip
experiences with their family and friends, they inevitably also act as influencers and information
sources. With a strong affinity for digital media, Thais would also use online channels to share their
travel experiences on social media platforms such as Facebook, Instagram, etc.
Thai Leisure Visitor in Singapore
Reasons for Visiting Singapore
Thai leisure travellers typically perceive Singapore as a destination that they feel safe, is easy to
travel to and around and also easy to plan a holiday (13). Therefore Singapore appeals to Thais when
they want to escape and find respite outside of their country but do not want to travel too far from
home. Along with such attributes, respondents from the FGDs felt that Singapore was a destination
that is well suited for family vacations or first-time visitors. Those who travel with their family
appreciate Singapore’s convenience as it is a destination they can easily travel to, even with
children/elderly. Singapore is also seen to have many family-friendly attractions such as the
Universal Studios Singapore and Gardens by the Bay.
Other key associations mentioned during the FGDs about Singapore include iconic attractions such
as Marina Bay Sands, Sentosa, shopping along Orchard Road and Singapore cuisine.
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STB Market Insights – Thailand
Leisure Activities in Singapore
As shopping is an important component of the
vacation, it is unsurprising that this is their top
activity when holidaying in Singapore. Other than
the breadth of retail options, they also felt that
some items were cheaper. Visiting well-known
landmarks or tourist icons was the next most
popular activity in Singapore. Data from 2013
showed that the top 3 attractions visited in
Singapore by Thais were Chinatown, Universal
Studios Singapore and Little India. (11)
Thais are generally food lovers. As shared during
the FGDs, popular Singapore dishes such as
Hainanese Chicken Rice, Chili Crab and Frog Leg
Porridge came out tops in terms of recall when
they thought of Singapore food. Their top dining
choices were hawker centres and local ethnic
restaurants. However, it is important to note that
food is not a main trigger that will drive overseas
travel.
Barriers to Visiting Singapore
Preferences for other destinations and limited knowledge of Singapore's offerings are the key
barriers for Thais to travel to Singapore. Thais feel that Singapore has limited well-known
attractions and is lacking in natural attractions and scenery. Thus they see Singapore as being
similar to Bangkok. They also feel that Singapore has many restrictions and perceive Singapore to
be more expensive than other mid-haul destinations. As one respondent in a FGD shared, “I can’t
think of why I would want to go back. The last time I went, I did almost everything. The things I have
not done are not appealing enough for me to revisit”.
In addition, there is a strong interest in Japan and South Korea due to these destinations’ unique
cultural identities and the proliferation of Korean pop culture. In particular, Japan is seen to be a
complete destination with something for everyone. The lifting of visa requirements for Thais to
Japan in mid-2013 also helped reduce the barriers to visit. These make Singapore relatively less
attractive in comparison to Japan and Korea.
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STB Market Insights – Thailand
Thai BTMICE Visitor in Singapore
35%
“Likely” or “Very likely” to revisit Singapore in the
next 1-2 years for leisure (14)
Top reasons for revisiting for
leisure (14)
Top barriers for revisiting for
leisure (14)
I would like to visit Singapore with a
different set of travel companion(s).
I have always wanted to visit Singapore
for holiday/ leisure.
I did not manage to cover the sights and
attractions that I wanted to cover during
this trip.
Nothing new / interesting.
Perceptions of Business
Experiences in Singapore (14)
Perceptions of Leisure
Experiences in Singapore (14)
Have already been to the key sights &
attractions.
Prefer to visit other destinations I have
not been before.
Good reputation for safety.
Is a modern and cosmopolitan destination.
Good infrastructure.
Perfect destination to mix business and
leisure.
Is a good hub to explore the countries
nearby.
Easy to get around & enjoy.
Stable business environment.
Has world class business facilities.
Has adequate business opportunities.
Has friendly & efficient service.
The Thai BTMICE Visitor
Based on Accor’s business traveller research in 2011 (15), Singapore was the most frequently visited
place for business among Thais. This was followed by Hong Kong and China. Interestingly, Thailand,
along with Hong Kong, had the highest incidence of female BTMICE visitors in the region (33%).
Similar to BTMICE travellers from other countries, most Thai BTMICE visitors booked their hotels
directly online (59%) or through their secretaries (46%). When choosing hotels, Thai BTMICE
travellers are most likely to favour a hotel due to the convenience of the location (49%), competitive
price (29%) and previous experience with the hotel/hotel brand (24%).
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STB Market Insights – Thailand
Perception of Singapore as a Business Destination
(14)
Thai BTMICE visitors have a high regard for Singapore as a business destination. Specifically, they
appreciate safety as well as the good infrastructure that Singapore provides. The stable business
environment as well as world-class business facilities serve as a value-add as they feel safe
conducting business in Singapore. In addition, they also feel that Singapore offers adequate
business opportunities for them.
When asked of their perception of Singapore as a leisure destination, they see Singapore as a
modern and cosmopolitan destination that is ideal to mix business and leisure together. In addition,
Singapore is a good hub for them to explore the countries nearby and is easy to get around and
enjoy.
Information Sources
(14)
When it comes to planning the trip, Thai BTMICE visitors generally do very little pre-trip research.
The majority of BTMICE visitors have little control over flight and accommodation, as the company
makes the decision most of the time. During the trip, Thai BTMICE visitors rely mainly on friends,
family or colleagues residing at the destination as their main source of information. This is followed
by online sources.
Thai BTMICE Visitors Expenditure
(14)
On average, a Thai BTMICE visitor spends approximately S$1,500 per trip in Singapore, which is
more than Thai leisure visitors who spent about $1,000 per trip. Approximately 37% of their
expenditure goes to accommodation, 20% to entertainment, 19% to shopping and the rest on food,
local travel and other miscellaneous expenditure.
Once they are done with their business activities, which tend to be after 6pm, BTMICE visitors from
Thailand spent their time dining (94%), shopping (65%) and engaging in nightlife activities (54%). In
terms of food preference, Thais would like to try street food (44%) and local cuisine (39%), although
it might not be familiar to them. BTMICE visitors showed a stronger preference for dining options
that were hassle free (14%) as well as dining places that offered promotions (11%).
When asked what they shopped for, BTMICE visitors liked to buy brands or items that they cannot
find back home (38%), gifts for friends and family (37%) as well as items that reflect the local
identity of the destination (23%). For those who engage in nightlife activities, they like to spend
their time unwinding at a bar or club with live music (40%) or those around their hotel due to
convenience (24%). 16% also liked to go to bars/ clubs that offer a unique/ themed experience.
Likelihood to Revisit
(14)
When asked on their likelihood to revisit, 35% said they were very likely/somewhat likely to visit
Singapore again, 44% were neutral and 22% were unlikely to visit again. Among those who were
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STB Market Insights – Thailand
likely to visit, the top reason for revisiting was to visit Singapore with a different set of travel
companions. Other reasons include always wanting to visit Singapore for holiday/leisure and not
being able to cover the sights and attractions that they wanted to cover during their business trip.
For those who were unlikely to visit Singapore again, the main barrier is the perception that there is
nothing new/interesting to do. Other barriers include having been to the key sights and attractions
and a preference for other destinations that they have not been before.
Findings and Implications
Here are the key insights and opportunities we have identified for the travel and tourism sector.
Finding #1: Going beneath the veneer
Singapore’s strengths in hygiene factors such as good accessibility, convenience and safety stand
out clearly in the minds of Thai visitors. However, beneath this veneer, there are perceptions of
Singapore lacking a variety of unique attractions, being too similar to Bangkok and expensive. As
such, competing destinations are seen to offer more value for money and have a greater appeal
than Singapore.
Hence, in our marketing communications to Thai travellers, it is important to effectively highlight
the unique selling points of our offerings and how these are differentiated from Bangkok or other
regional destinations. For instance, while there might be many oceanariums within the region, what
differentiates Singapore’s oceanarium from others is the opportunity to interact with dolphins as
well as learn about research and conservation efforts. This ensures that Thais are able to better
appreciate the value in what we offer. In addition, wherever possible, local elements featuring our
multi-cultural background, local designs and cuisine should be highlighted in our communication
efforts to emphasize the authenticity and uniqueness of our destination.
Very often, Thai visitors may not research extensively on what they can do in Singapore, thinking
that they already know what they can do, especially since Singapore is small. Therefore, beyond the
WHAT to communicate, HOW to communicate effectively (e.g. selection of the right touch points
and influencers) is also critical to successfully capture the Thai target audience.
Tips for the Industry:


Educate your Thai visitors. Instead of functional product descriptions, identify your unique
selling points and dial up on these as the main focus of your communications.
Showcase Singapore’s authenticity and originality. Singapore is a modern multi-cultural
society, but what makes us excitingly different is the unique blend of our various cultures
as well as contrast of old and new elements, to form Singapore’s unique DNA.
Finding #2: Going digital yet creating emotional appeal
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STB Market Insights – Thailand
For Thais, online sources are the choice medium to search for information before they travel. Other
than blogs and forums, Thais rely heavily on social networking, including Facebook, Instagram and
LINE. After their trips, forums and social media are also avenues they use to share travel
experiences. Bearing in mind how involved Thais are in social media, reviews of their experiences
would have a great impact on their followings’ or friends’ perception of the destinations and
eventually, decision to visit.
Hence, besides just having a presence on various social networking sites, there could be more
efforts to encourage online users to share their experiences. Tapping on key opinion leaders to
share experiences or update on new developments and events in Singapore could be a good start in
generating interest.
In addition, most of the current communications to Thais about Singapore remains factual.
Therefore, a story-telling approach could be adopted to help create that emotional appeal that
would ‘hook’ Thai travellers into visiting Singapore.
Tips for the Industry:


Embrace digital. Beyond the typical social media platforms, e.g. Facebook and Instagram,
dive deeper into the digital space of online reviews, Thai forums and Thai key opinion
leaders to integrate these touch points where content are aligned and shared across.
Find your ‘fun’ voice. Thais are fun-loving, and they appreciate humour and simple
messages that are easily understood. Once the emotional connection with the Thais has
been established, through humour, kinship, friendship or romance, it becomes easier to
sell our offerings to them.
Finding #3: Converting BTMICE visitors to future Leisure visitors
BTMICE visitors have a high regard for Singapore as a business destination. They also appreciate
the safety and good infrastructure that Singapore has to offer. While there are some who would
return for a leisure trip, the challenge is to convince those who are undecided and not keen on a
return, which currently forms the majority, to return and enjoy Singapore in a different way.
As such, when they are in Singapore for business, we should make the most of this opportunity to
‘sell’ Singapore to them. For example, highlighting that a business meal need not be boring, but
fun/relaxing in a hip area or themed restaurant, attractive and compelling retail options with mustbuys/souvenirs that are conveniently located (e.g. airports, business districts, integrated F&B and
retail venues), working with the Thai expat community in Singapore as advocates to share authentic
heartland offerings are just some ideas that we can consider. However, the experiences rolled out
should be customized to their schedules (e.g. arts and entertainment events, night life, dining etc)
as most BTMICE visitors are only available in the evenings after their business activities are
completed.
In short, leveraging Thai business visitor’s stay in Singapore to change their perception of Singapore
can create a desire for them to want more out of Singapore and will give us a higher chance of a
return visit with their family and friends.
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STB Market Insights – Thailand
Tips for the Industry:

As BTMICE travellers generally do very little pre-trip research, using post-arrival touch
points such as hotel concierges, local advocates and expat community to talk about our
offerings is one good way to reach out to these high-spenders.
Bibliography
1. The World Bank, Population 2013
2.National Statistics Office, Thailand, The 2010 Population and Housing Census
3. Department of Tourism, Thailand, Tourist Expenditure by Outgoing Thai Travellers 2010-2013
4. Euromonitor International, Tourism flows outbound in Thailand, November 2013
5. Euromonitor International, Travel and Tourism in Thailand, November 2013
6. MasterCard, The future of outbound travel in Asia Pacific, Q1 2014
7. Wearesocial.sg, Jan 2014
8.Nielsen Media Research, 2013
9. Singapore Tourism Board, Annual Report on Tourism Statistics. 2008/2013
10. Singapore Tourism Board, Thai Leisure Visitors FGD 2014
11. Singapore Tourism Board, Overseas Visitors Survey. 2008-2012
12. Singapore Tourism Board, Leisure Segmentation Study. 2011
13. Singapore Tourism Board, Brand Health Tracking Study 2013
14. Singapore Tourism Board, Business Travellers Users and Attitude Study . 2011.
15. Accor, Asia Pacific Business Traveller Research 2011.
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STB Market Insights – Thailand
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STB Market Insights – Thailand