The Index takes an in-depth, focused look at tourism trends, ranking 171 destinations, including island resorts as well as towns and cities across the region, in terms of the total number of international overnight arrivals; cross-border spending; and the total number of nights spent at each destination. These 171 destinations are drawn from 22 countries across Asia Pacific and represent 90 percent of all international overnight arrivals within the region. Public data is used in deriving the international overnight visitor arrivals and their cross-border spending in each of the destinations, using custom-made algorithms.
According to the Singapore Tourism Board’s 2016 Q3 update, accommodation constitutes 24% of Singapore’s tourism receipts, taking up the biggest portion of international tourist expenses. Against the competitive hospitality and tourism landscape, we look at how three distinct hotel brands under the same management company embark on hospitality marketing and travel PR to attract and retain these tourists.
Oasia Hotels and Residences
Source: Global Wellness Institute
Yes, wellness tourists spend more. In general, they spend around 60 percent more than the average international tourists.
Wellness tourists can be categorised into primary wellness tourists, where wellness activities are the primary motivation for the trip/destination, and the secondary subset that defines those who seek wellness experiences as part of a trip.
From 2013-2015, wellness tourism revenue grew 14%. The rate of growth is more than twice that of overall tourism expenditures (6.9%). The category accounts for 15.6% of total tourism revenues – nearing 1 in 6 of total “tourist dollars” spent.
The Oasia brand understands the importance of well-being and targets the wellness-conscious. Its overarching brand positioning of a restorative respite in the city that inspires and empowers its guests to Journey Well through three wellness pillars – Refresh, Refuel, and Recharge.
Oasia Hotel Downtown Infinity Pool. Source: @StayOasia
Among the four properties, Oasia Hotel Downtown in Singapore, in particular, catches the eye as the verdant tower. Bursting with greenery, the facade detracts from the typical sleek and sealed skyscraper to offer the imagery of ‘living tower’. Other properties like Oasia Suites Kuala Lumpur that is set against the city’s largest virgin forest, Bukit Nanas, also reinforces the hotel’s positioning.
Elements of nature and wellness transfuse within these properties. To create a truly conducive environment for its guests to unwind, 24-hour gym, well-designed open spaces and pools, relaxing lavender pillow mist, and round-the-clock quality nourishment are available across the properties with some variations.
The Quincy Hotel
Quincy Hotel Lobby. Source: @QuincyHotel
This luxury boutique hotel in Orchard is worth the mention as it has been recently crowned for providing the best hotel experience during the 2017 Singapore Tourism Awards.
Located along Singapore’s prime shopping district, the vivacity of Quincy calls out to the quirky, stylish and upbeat side of travellers, positioning itself as the stylish place to just be.
Defying the norm by offering every guest with the All-Club Benefits at no extra charge, guests at Quincy can indulge to their hearts’ content. Movie nights by the pool, cookie making classes, complimentary Wi-fi and mini bar, all-day refreshments and evening cocktails are among the many perks of being a guest at the hotel.
More importantly, on top of the perks, the hotel prides itself on the level of attention and care dedicated to co-creating unique, memorable experiences for its guests, customising every single touch-point. Tailored guest experience is a crucial aspect in influencing customer loyalty, especially among the spenders Quincy targets.