Singapore Tourism to vigorously push "INSPIRE" programme for Indian ...

Singapore Tourism Board (STB) will try to push its ‘In Singapore Incentives Rewards’ (INSPIRE) programme, which was launched exclusively for the India market this year, more vigorously in the next couple of months, as the programme has so far not met the expected response due to overall negative outbound sentiments in India. Launched with an intention to lure more Incentives group travellers to Singapore, the programme had promising ‘free experiences’ tagged for incentives groups, which qualifies with certain ‘visitor  nights’ guarantee in Singapore.  INSPIRE is a partnership between STB and seven major Singapore tourism industry partners, namely the Changi Airport Group, Gardens by the Bay, Resorts World Sentosa, Sentosa Leisure Group, Singapore Airlines, Singapore Turf Club, and Wildlife Reserves Singapore.

Under INSPIRE, an Incentives group that guarantees minimum 1,000 visitor nights (number of visitors x number of room nights) qualifies to leverage the incentives and rewards, which include selection of welcome performances, complimentary meal or retail vouchers at select attractions. Under the ‘Value’ programme, the group should spend a minimum of 1,500 visitor nights, which will entitle them to one complimentary value experience at the select attraction in Singapore, besides welcome performances and a free retail voucher of SGD 20 by Changi Airport. The attractions include Gardens by the Bay, S.E.A. Aquarium at Universal Studios, Images of Singapore, The Derby, and  Jurong Bird Park.

To qualify for the ‘Premium’ programme, the group should spend a minimum of 1,800 visitor nights. With this, the group will be eligible for a curated premium experience in one of the five attractions, including a buffet lunch at Flower Field Hall or an exclusive use of New York Street Party with Indian buffet dinner.

Speaking to TravelBiz Monitor, Clara Yap, Area Director – South Asia, STB, said that these free experiences are offered in partnership with key attractions in Singapore exclusively for the Indian Incentives groups. The groups that commit their travel by July 2014 will be eligible for INSPIRE programme’s free experiences. “The travel has to be completed before December 31, 2014,â€� said Chang Chee Pey, Executive Director, South Asia Middle East Africa and Planning Projects, STB, adding, “Singapore is perceived as an expensive destination for Incentive trips. Therefore, through this INSPIRE programme, we want to send out the message to our corporate clients to look beyond the cost factor.”

Business travel, specifically MICE, from India have grown exponentially  in the last five to ten years, Chee Pey said. This segment constitutes around 25 per cent of the total arrivals and 43 per cent of the total spend. “Business travellers spend much more in Singapore as compared to leisure travellers. As per our partners’ estimates, Incentive is a major component in the whole MICE travel segment from India,â€� he added.

STB will do direct Electronic Data Mailings (EDMs) to reach out to corporate customers about the INSPIRE programme. They also plan to organised a few dedicated trade FAM trips to generate a buzz about the programme in the market, he informed. “The Indian economy is stronger now and the overall market sentiment has  improved over the last couple of months. Therefore, we want to concentrate on the INSPIRE programme for the next couple of months to create awareness among our corporate customers and trade partners,â€� Chee Pey added.

Singapore Tourism to vigorously push "INSPIRE" programme for Indian ...