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Singapore Tourism Board teams up with TripAdvisor on destination web portal

Singapore Tourism Board teams up with TripAdvisor on destination web portal

Singapore Tourism Board teams up with TripAdvisor on destination web portal and TripAdvisor’s Singapore City Guides mobile application. The Singapore Tourism Board (STB) has teamed up with TripAdvisor™ to provide fresh traveller content on The destination web portal will now display TripAdvisor ratings, reviews and opinions on Singapore’s restaurants, attractions and shopping.

Currently, visitors planning a trip to Singapore can access event listings and information on places of interest from With the addition of ratings, reviews and opinions from TripAdvisor, visitors will now be able to gain personal, honest insights from fellow travellers who may share similar needs and preferences. This will help visitors make better informed decisions while planning their trips.

Beyond the destination website, the partnership with TripAdvisor extends to TripAdvisor’s Singapore City Guides mobile application[1]. STB collaborated with TripAdvisor to provide destination content for the application’s Free Guided Tours, which enables travellers to select their own cultural, dining, entertainment, shopping and sightseeing experience through seven user-friendly walking tours starting with the Orchard Road: the Home to Style & Glamour; Kampong Glam: Hip Heritage; and Chinatown: Indulge in the Unexpected.

Four more walking tours will be added before October 2012, Little India: Enjoy the quirkier side of Singapore; Marina Bay: Indulge in the High Life; Sentosa: Fun for all ages; and Singapore River: A Stroll through Heritage.

The TripAdvisor Singapore City Guides mobile application can be downloaded and conveniently accessed offline. Visitors in Singapore will be able to utilise the fuss-free mobile tool to explore the attractions and experiences with ease.


Recognising the needs of travellers

The collaboration is in response to shifts in travel behaviour and the way travellers plan their trips. In line with Singapore’s destination brand, YourSingapore, which empowers visitors to personalise their Singapore experience according to their needs and wants, the partnership with TripAdvisor recognises that international travellers are becoming more reliant on digital content in their travel planning processes.

“Consumers today are well-travelled and discerning. They want to hear about authentic, in-depth local experiences from real travellers, and customise their itinerary with activities that cater to their specific interests and needs,” comments Sophia Ng, STB’s Assistant Chief Executive for Marketing. “We are glad to partner TripAdvisor to bring user-generated content to to deepen the engagement with visitors and value-add to their trip planning for Singapore.”

“We are excited about with this partnership as it demonstrates Singapore Tourism Board’s desire to embrace trusted traveller reviews and enable visitors to make better informed decisions based on the insights and ratings of TripAdvisor’s global community of travellers,” says Aaron Hung, Director of Partnerships, APAC, for TripAdvisor. 

According to a TripAdvisor Custom Online Survey conducted by Forrester Consulting, 81 per cent of travellers find user reviews important when determining which hotel to stay at during their trip, and nearly half will not book a property if it does not have reviews on sites like TripAdvisor[2].

Consumers are also increasingly leveraging the mobile space for travel information. This trend has been amplified by the growth of the smart phone market and the popularity of tablets, with 72 per cent of respondents accessing mobile content, including phones and tablets, even while travelling.

“Our marketing strategy places consumers at the heart of what we do,” continues Ms Ng. “We strive to create value for our visitors by delivering relevant content to meet their differentiated needs and connecting with them through engaging and innovative media platforms. Since the Singapore City Guide is available offline, the ease and convenience of accessing Singapore destination content at their finger tips is greatly enhanced without incurring hefty data roaming charges.”