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Study shows a 19% increase in global travel searches for Singapore during the Grand Prix

A significant increase in travel intent to Singapore during the Formula One Grand Prix has been recorded for most regions this year, according to a study by travel data marketing firm Sojern.

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The study showed a 19 per cent increase in global travel searches between the week before and week of the Singapore Grand Prix (GP) – a 10 per cent rise from the same period last year.

There has also been a notable uptick in travellers from Western Europe, Oceania, South-east Asia and North America searching for trips to Singapore GP as compared to previous years, said the report.

The Oceania region saw an 85 per cent increase in intent to travel during the race week as compared to the week before – a 38 per cent rise from last year and significantly higher than any other region.

However, a significant 18 per cent decline in travel intent from East Asia was recorded for the race week as compared to the week before.

The report also said that there has been far fewer East Asia travellers searching for trips to the Singapore GP this year, possibly due to the fact that public holidays fell at a more favourable time in previous years. To put this into context, in 2017, there was a 23 per cent increase; and in 2018, a 17 per cent jump in travellers’ intent to be in Singapore.

The pro-democracy protests in Hong Kong is also potentially impacting travel from that region, said the report, adding that the trend could continue to decline if the situation does not stabilise.

Here are other insights from the study:

This year, the top five origin countries for travellers searching or booking trips to the Singapore Grand Prix are from: (1) Australia, (2) the US, (3) the UK, (4) Singapore and (5) Japan.

In 2018, Australia also topped the list, followed by Singapore and the UK. Last year, Germany appeared as fourth but is missing from this year’s list of top five countries.

This year, the majority of travellers are looking to stay five days or less – 68 per cent for the race week and 66 per cent for the week prior. Last year, the majority of travellers seemed to have spent more time in Singapore – 12 days or less – possibly due to regional public holidays that fell at the same time.

 

Travel-hungry Singaporeans seek out even more exotic destinations

An increasing number of Singaporean travellers are venturing to further-flung destinations in Eastern Europe and Africa, driven by a growing desire for exotic experiences, reported agents at the Travel Revolution: The Event consumer fair which took place over the weekend.

Destinations in hot demand include Turkey, Morocco, Madagascar and Ukraine, where sightseeing and cultural experiences are big draws.

CTC Travel’s head of department, marketing & public relations, Kelly Toh, said: “Turkey is becoming an evergreen (destination). We get a lot of bookings for Turkey – our customers like the different scenery and culinary experiences.”

To enhance the appeal of these destinations and attract more customers, some agencies have rolled out unique packages that add a new dimension to exotic travel. For example, CTC Travel has been marketing “celebrity” tours with the company’s managing director as the tour guide.

Chan Brothers Travel, on the other hand, has introduced more niche tours for hobby groups such as photography tours, and is cashing in on the burgeoning popularity of the Balkans to promote river cruises down the River Rhine and Danube River. singapore travel

 

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