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STB
Market
Insights
This publication STB Market Insights serves as a reference to the trends of specific inbound
tourism markets to Singapore. All information in this publication is deemed to be correct at time
of publication.
While every effort has been made to ensure the accuracy of the data in this report, the Singapore
Tourism Board (STB) shall not be liable for any loss or damage caused by or arising from the use
of the data in this publication. Data derived from surveys cited is subject to sampling error. Users
are advised to exercise discretion when drawing any conclusion or inferences, or taking any
action, based on the data.
STB makes no representation or warranty, express or implied, as to the accuracy or completeness
of any information contained in this document. Appropriate professional advice should be
obtained before relying on or acting on any of the information contained in this document, and
neither STB nor any of its officers, employees or agents shall be held liable for any loss or
damage, whether direct or indirect, as a result of any improper or incorrect use of the information
in this document.
Contents
Executive Summary ....................................................................................................................................5
About The Market ...................................................................................................................................... 6
The Malaysian Traveller ........................................................................................................................... 7
Transformation of the Malaysian Aviation Landscape..7
Media Consumption Habits .................................................................................................................... 8
Malaysia Visitors to Singapore .................................................................................................................. 10
Malaysia Visitor to Singapore ................................................................................................................ 11
Malaysia Visitor's Expenditure While in Singapore................................................................................. 11
The Leisure Traveller from Malaysia .......................................................................................................... 12
General Needs of the Leisure Traveller from Malaysia ........................................................................... 12
General Considerations for Travel ......................................................................................................... 12
General Decision Making Process .......................................................................................................... 12
Role of travel agents .............................................................................................................................. 13
Specific travelling behaviour to Singapore ............................................................................................ 13
Leisure Traveller in Singapore ................................................................................................................... 13
Leisure Activities in Singapore............................................................................................................... 14
Arts and Entertainment ..15
Barriers to Visiting Singapore ................................................................................................................ 15
BTMICE Traveller in Singapore .................................................................................................................. 15
The BTMICE Traveller from Malaysia .................................................................................................... 16
Key Findings .............................................................................................................................................. 17
Bibliography .............................................................................................................................................. 19
Executive Summary
Malaysia contributes 8.5% of the total number of international visitors to Singapore annually and was the
3rd largest market to Singapore in 2012 in terms of visitor arrivals. Despite the global economic slowdown
in the second half of 2011, outbound travel from Malaysia remains strong with more than 9 million trips
made in 2012.
Visitor arrivals from Malaysia to Singapore grew strongly with a compound annual growth rate (CAGR) of
9% over the period 2010-2012. The growth in visitor arrivals from Malaysia coincided with the opening of
air routes between Kuala Lumpur and Singapore to Low-cost Carriers (LCC). So popular were the LCCs
that they overtook Full Service Carriers (FSC) as the choice mode of air travel to Singapore since 2009.
In general, travel is seen as an excellent opportunity to escape from the mundane work and everyday life.
Travelling is also seen to provide the thrill of experiencing dierent cultures, food and places and to learn
new things. However, due to the cultural similarities between Malaysia and Singapore, many Malaysians
view Singapore as an extension of their lifestyle rather than a holiday destination.
The top considerations when visitors from Malaysia plan for a holiday are travel budget and the
availability of travel promotions. Due to these travel promotions by airlines, Malaysians generally plan
their trip in advance to take advantage of the low fares. In the case of Malaysian travellers to Singapore,
travel promotions have little impact as the trigger for travelling to Singapore is not the destination itself
but for a very specic reason such as an event that is taking place only in Singapore or even to visit family
or friends. In addition, close proximity between the two countries coupled with the familiarity further
reduces the need to plan in advance.
The proliferation of the Internet has also changed the way visitors from Malaysia plan and book their trips
as they now use the internet to get ideas and information for travel destinations and activities. This is
especially so for Malaysians when they travel to Singapore, as there is a strong reliance on online sources,
particularly social media, for recommendations and places to visit.
(1)
29.5 (2012)
(2)
(3)
1.
2.
3.
4.
5.
2009:
2010:
2011:
2012:
1.
2.
3.
4.
5.
6.7
8.0
8.8
9.1
Thailand:
Indonesia:
China:
Singapore:
Hong Kong:
2.55*
1.33
1.24
1.23
0.63
Thailand, China
Indonesia
&
Korea, Philippines
& Vietnam
In view of the growing LCC market share, FSCs are also stepping up their game, focusing more on
long haul markets. There is also optimism with Malaysias aviation market with re-entries by FSCs
such as Turkish Airlines and Air France.
8 hours
Average time spent per day on
different media channels
Social networking usage in Malaysia has seen a great increase in the last few years, growing by
106% from 2010 to 2013. The group which posted the largest growth was from 35-49 years old, with
an increase of 250% (7). Amongst the different social media platforms, Facebook comes up tops
followed by Youtube, Blogger.com, Twitter and Instagram. Malaysians love for travel can also be
seen with AirAsia being the top local brand being followed on Twitter with more than 900,000
followers within Malaysia as well as having more than 1.4m local fans on their Facebook page.(8)
The high internet penetration, along with a love for social media has also played a role in how
Malaysians plan their travels. Currently, Malaysians display greater propensity (51% as compared to
the global average of 26%) to using social media platforms to get ideas and inspiration for travel
destinations. They also make use of social media platforms to help them in their planning process of
activities (44%), attractions (44%), accommodation (39%) and restaurants (36%). When probed,
most have shifted online to make their bookings because it is seen to be quick, convenient and
hassle free. Even when they travel, 3 in 4 Malaysians also use travel applications on their
smartphones/tablets. This is aided by the Maxis overseas data plan which only charges about RM33
a day for unlimited data when they travel to certain destinations such as Singapore, Thailand, etc.
The mobile penetration rate in Malaysia as at 2012 was 142.5%, meaning on average each person
carries more than 1 mobile phone. Interestingly, we see that mobile devices used in various
scenarios throughout the day such as while waiting (50%), while lying in bed (47%) and also while
watching TV(28%).(9) Within Malaysia, the majority of news, gaming (playing of online games) and
auto sites see a large proportion of their audiences accessing from their mobile devices.
Traditional media in general faces the challenge of declining subscription and usage even though
their base remains high. Newspapers for example, are evolving to retain readership. The New Straits
Time had a special issue with 3D content while another issue had a talking paper edition. Television
channels are also exploring other ways to expand their reach. For example, Astro launched its
On-the-go package to allow users to watch shows via their computers, mobile and tablets.
2010
29%
31%
$767
5%
12%
10
1,231
23%
29%
31%
31%
$893
5%
11%
31%
$962
25%
Others
Transport
F&B
Accom.
5%
10%
24%
Shopping
783
781
23
16
22
17
22
22
41
37
36
BT/MICE
19
24
20
Holiday
739
2012
1,140
1,037
Tourism Receipts
($mil/%) **
2011
63,758
61,607
Others
VFR
70,405
456
397
404
Kuala Lumpur
Kuala Lumpur
Kuala Lumpur
Penang
Penang
Sarawak
Sarawak
Sarawak
Penang
Sabah
Sabah
Sabah
Kelantan
Selangor
Ipoh
* All visitors are classied by country of residence unless otherwise stated. Visitor arrivals include all visitors arriving by air and sea and non-Malaysian citizens arriving by land.
** Sightseeing, entertainment and gaming expenditure has been excluded from tourism receipts in the country breakdown due to commercial sensitivity of information.
*** Other TR Components include expenditure on airfares, port taxes, local transportation, business, medical, education and transit visitors.
11
12
The third step, after the destination is confirmed is to firm up the date and make bookings either
online or via a travel agent. Finally, there will be more intensive research on the destination. This
can entail possible places for accommodation and places of interest which is usually done on sites
such as tripadvisor, blogs, Facebook, guide books, TV programs like Lonely Planet.
While the four key stages typically represents a Malaysians decision making process towards travel,
other factors such as travel companion, word-of-mouth, media such as travelogues, and pictures
posted by friends via social media like Facebook could also influence travel decisions.
On average, the duration of planning varies between different individuals but generally most
require at least 2 4 months of planning for a short haul trip and up to 6 months for the planning of
a long haul trip.
13
Malaysians perceive Singapore as a destination that is easy to go around and easy to plan a
holiday to. (14)
14
(15)
When asked to evaluate Singapore against other countries in terms of hosting A&E events,
Singapore scored well in terms of ease of getting to performing venues, ease of purchasing tickets
and ease of getting information about the event. However, 2 in 10 did not feel that watching an
A&E event was essential to experiencing Singapore.
In terms of advocacy, almost 9 in 10 would share their experiences with friends, colleagues and
relatives after watching a show/performance, while 7 in 10 would share their experiences on social
media.
Amongst those who had watched A&E performances in Singapore, potential barriers to future
attendance include shows costing more than they are willing to pay, a lack of content that interests
them, and a preference to use the time to do other activities in Singapore.
When asked for ways to further entice attendance amongst current A&E goers, the main feedback
was price promotion. Variations of price promotions include packaged deals (e.g. airfare, hotel stay
and ticket package), free giveaways and bundled tickets promotion (e.g. buy-2 -get-1-free ticket
bundle).
15
2011
2012
Kuala Lumpur
Kuala Lumpur
Kuala Lumpur
Selangor
Penang
Penang
Penang
Sarawak
Selangor
Sarawak
Selangor
Sarawak
Negeri Sembilan
Johor Bahru
Sabah
16
17
Bibliography
1. Malaysia Department of Statistics . The Malaysia Economy in Brief Nov 2012
2. Malaysia Department of Statistics . Population and Housing Census of Malaysia . 2010
3. PATA. Annual Tourism Monitor 2012
4. UNWTO. Key Outbound Tourism Markets in South-East Asia 2013
5. 3D/Nielsen IMS Q2 2012
6. Asia Digital Marketing Association Digital Marketing Yearbook 2012
7.GroupM 3D 2012
8. ComScore, January 2013
9. InMobi& Decision Fuel, Mobile Media Consumption Research Feb, 2012
10. Singapore Tourism Board. Annual Report on Tourism Statistics. 2008/2012
11. Singapore Tourism Board. Project Cruise March 2012
12. Singapore Tourism Board. Overseas Visitors Survey. 2008-2012
13. Ministry of Trade and Industry. Economic Survey of Singapore 2012
14. Singapore Tourism Board,Brand Health Tracking Study 2013
15. Singapore Tourism Board. Arts and Entertainment Study 2012
18
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