Chủ Nhật, 15 tháng 6, 2014

Singapore Tourism Board Strengthens Partnership with TripAdvisor

The Singapore Tourism Board (STB) and

TripAdvisor are expanding their partnership to boost more sharing

of the experiences that both locals and travellers have in


 Through this new initiative, both partners

aim to raise local tourism stakeholders’ awareness on how they can

benefit from user-generated content, while enriching, at the same

time, Singapore’s listings and content on the TripAdvisor website.

“User-generated content is a top source of

information for consumers worldwide. Many travellers rely heavily

on online reviews by their peers before deciding on places to

visit and things to do. We are excited to expand our partnership

with TripAdvisor to bring better and more relevant content to

potential visitors,” said Ms Lim Shoo Ling, Deputy Director, Strategic Marketing and Brand, Singapore Tourism Board.

For the first time, TripAdvisor will be

conducting TripAdvisor Industry Sessions for all Singapore tourism

stakeholders, beyond the hotel industry. These sessions, which are

free, will help more local tourism establishments get onto the

online travel review space, making the ecosystem richer and more

vibrant for both consumers and businesses.

At the sessions

starting in July 2014, tourism stakeholders will learn how to

manage their profile pages effectively, respond to traveller

reviews, and utilise free online marketing tools. Well-managed

accounts on TripAdvisor can become powerful marketing and customer

engagement tools, benefiting individual businesses and the local

industry. A recent PhoCusWright study revealed that more than 80% of respondents say TripAdvisor reviews help them feel

more confident in their travel decisions, and help them to have a

better trip. As such, stakeholders attending the classes would

gain insights on how they can attract more business through


As a first step in this direction, TripAdvisor

‘review reminders’ will be placed in the Grand Prix Season

Singapore (GPSS) event guide and other relevant consumer

materials. Participating businesses can encourage patrons to boost

reviews of their establishments and offerings during GPSS (12 to

21 Sep 2014) on TripAdvisor.

“Online travel reviews provide a

highly visible global platform for word-of-mouth recommendations,

and allow for constructive feedback for improvement. Through our

partnership with TripAdvisor, we aim to help local stakeholders maximise the benefits of online travel reviews,” added Ms Lim.

Aaron Hung, Director of Partnerships, APAC, for TripAdvisor,


“We are excited about the expanded scope of partnership with

Singapore Tourism Board. Beyond embracing the consumer voice, it

also demonstrates the foresight and commitment of the Board to

empower the tourism industry in engaging international visitors

with TripAdvisor traveller reviews.”

STB and TripAdvisor will also expand the range of Singapore

content available online to enable visitors to better plan their

visit and share their experience of Singapore. These additions

will complement STB’s official consumer website which already includes TripAdvisor’s ratings and


Singapore’s marquee annual events will be a new

addition to TripAdvisor Singapore listings, placing them together

with the relevant recommended activities in Singapore. Event organisers will be able to leverage TripAdvisor’s platform to list their annual long-running events, as well as better understand

their consumers’ experiences and feedback through reviews on their

events’ profile pages. For example, ZoukOut will be added to the

“Nightlife” section, joining the existing listings of popular

night spots, while the upcoming Women’s Tennis Association Finals

will be added to the “Sports” section.

Experts on Singapore’s

precincts, such as the precinct associations, local tourism

players, STB, and other government organisations will also work

together to develop walking tours and itineraries that can best

showcase the wonders of the precincts.

The Little India

Shopkeepers Heritage Association (LISHA) will rally together

restaurants, retail shops, and relevant establishments within

Little India to showcase the precinct’s key experiences and

highlights, featuring them on TripAdvisor to allow visitors to

better experience the precinct in a meaningful way. To fully

integrate with the online travel review space, participating

businesses will also put up signage to collect more reviews,

generating greater visibility for the businesses and precinct


In the long term, these reviews would help STB

and its industry partners to better understand traveller needs so that tourism products

and offerings can be constantly refined to amplify the Singapore


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Singapore Tourism Board



Singapore Tourism Board Strengthens Partnership with TripAdvisor

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