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STB Market Insights – Germany | 2

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 the

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.

Consumer Insights

Research Division

[email protected]

©2016 Singapore Tourism Board.

All rights reserved. No part of this publication may be reproduced, distributed, stored in a retrieval system, or transmitted

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Month of Publication: April 2016

mailto:[email protected]

3 | STB Market Insights – Germany

Contents Executive Summary ........................................................................................................................................ 4

About the Market ............................................................................................................................................ 5

The German Traveller ................................................................................................................................ 6

Media Consumption Habits ........................................................................................................................ 7

Germany (GR) Visitors to Singapore( ........................................................................................................... 8

The German Leisure Traveller.................................................................................................................... 10

Needs of the German Leisure Traveller ................................................................................................ 10

Considerations for Travel ........................................................................................................................ 10

Planning and Booking Trends .................................................................................................................. 11

Information Sources Before and During Travel ................................................................................... 12

Advocacy ................................................................................................................................................... 12

The German Leisure Visitor in Singapore .................................................................................................. 13

Reasons for Visiting Singapore .............................................................................................................. 13

Leisure Activities in Singapore .............................................................................................................. 13

Barriers to Visiting Singapore ................................................................................................................ 14

The German BTMICE Visitor in Singapore .................................................................................................. 15

The German BTMICE Visitor ................................................................................................................... 15

Planning and Booking Trends .................................................................................................................. 15

Information Sources During and Before the Trip ............................................................................... 15

German BTMICE Visitors’ Leisure Activities ........................................................................................ 15

Findings and Implications ............................................................................................................................ 16

Bibliography ................................................................................................................................................... 19


Executive Summary Germany ranked 15th in terms of visitor arrivals (VA) and tourism receipts (TR) to Singapore in 2014.

VA has grown from 2010 to 2014 at a Compound Annual Growth Rate (CAGR) of 5.9% with figures

exceeding 200,000 for the first time in 2010. TR has also grown proportionally at a CAGR of 5.3%

during the same period. In 2015, Germany’s VA to Singapore continued to grow and reached a new

high at more than 286,000 visitors.

Travelling is considered a necessity among Germans and is a means for them to escape the stresses

and routine of the everyday. They also see travelling as a reward for a year of hard work. Germans

enjoy new and different experiences that allow them to gain new perspectives and understand the

world. Hence, they often seek out immersive and unique experiences that shed light on a

destination’s culture and local way of life. Asia is perceived as a challenging destination that they

hope to experience for adventure as they become more seasoned travellers.

Singapore, as a destination, was valued for its safety and efficiency, and most German visitors

consider it a good location for relaxation and rejuvenation. At the same time, Singapore provides a

convenient and comfortable hub from which they can explore the rest of Southeast Asia. However,

Germans’ perceptions of Singapore remained limited to a few stereotypes that revolve around

being a clean and metropolitan city. It is thought to be lacking in authenticity and cultural depth,

and therefore, holds little appeal as an Asian destination. More experienced travellers do not deem

it necessary to visit Singapore as part of their visit to Asia. As such, there is a need for Singapore to

highlight the uniqueness of its racial harmony and identify itself as the provider of a differentiated

cultural atmosphere while still meeting the expectations of being safe, clean and efficient.

Methodology of STB Primary Research Sources

Figures from this report are gathered from STB internal research and publicly available sources. The STB’s research sources are STB’s Overseas Visitors Survey (OVS),

the Leisure Segmentation Study (SEG), Visitor Experience Study (VES) as well as various interviews and focus groups..

Overseas Visitors Survey (OVS) – conducted annually at exit points in Singapore, the OVS covers visitors from every nationality. The sample size is usually around

28,000 per year.

Leisure Segmentation Study (SEG) – conducted in 2013 in 4 key markets, SEG sought to understand the needs of different segments of frequent air travellers within

our key markets of the United Kingdom, Germany, South Korea, and Hong Kong. The sample size was 600 per market, for a total of 2,400.

Leisure Traveller Study (FGD) – conducted in October 2012 in Germany to gain a deeper understanding of German travellers, including their travel motivations and

habits, as well as attitudes and perceptions towards Singapore.

Visitor Experience Study (VES) – conducted annually in Singapore since 2014, covering Leisure and BTMICE visitors from 14 top source markets to gain a deeper

understanding of experiences they consume here and post-arrival satisfaction with Singapore experiences.


About The Market

Population (million) (1) 81.5 (2015)

Region – Population (million) (1)

1. Nordrhein-Westfalen : 17.64 2. Bayern: 12.72

3. Baden-Württemberg: 10.72

4. Niedersachsen: 7.83

5. Hessen: 6.09

Outbound Travel (million) (2)

2011: 87.1 2012: 90.8 2013: 92.5 2014: 96.4

Top 5 Outbound Travel Destinations in 2014 (million) (2)

1. France: 12.86

2. Austria: 11.98

3. Spain: 10.59

4. Italy: 9.72

5. Turkey: 5.10

Top 5 Travel Destinations

in Asia-Pacific in 2014 (,000) (6)

1. Thailand 718

2. China 663

3. Singapore 263

4. India 239

5. Hong Kong 219

Type of outbound Trips (2) Leisure: 85%

Business: 15%

Seasonality of Overall Outbound Trips (3)

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec


France

Austria Spain

Turkey Italy

Thailand

Singapore

Hong Kong Australia

India

China

The German Traveller

The growth of German GDP, coupled with low unemployment rates, translated to a high propensity

for international travel among Germans. Their high savings ratio, coupled with the importance of

travel to their lives, resulted in continued growth in spending on holidays despite the less favourable

global macro-economic environment (15).

In 2014, Germans made approximately 96.4 million

international trips, with outbound tourism expenditure

exceeding EUR69 billion (2). The top German outbound

destinations remained in Europe, with the top 5 being

France, Austria, Spain, Italy and Turkey. This was

mainly due to proximity, affordability and the range of

activities available in these countries.

Asia, USA and Australia are top of mind destinations when German travellers plan for long-haul

trips (5). Most Germans view Asia as a whole and do not perceive Southeast Asian destinations

differently from other parts of Asia. Due to the long flight time and relatively higher cost, these trips

tend to span a longer period of 2 to 4 weeks and involve multiple destinations. Considerations such

as travel companions also affect decisions to undertake such long-haul trips as they are deemed less

suitable for young children and elderly travellers.

In 2014, Germany was the second largest European source market for international visitor arrivals

into the Asia Pacific (4). This number is forecasted to grow strongly over 2014 to 2019 at an average

annual growth rate of 1.5%, in line with the steady growth in Germany’s outbound tourism. The top

Asia Pacific outbound markets in 2014 were Thailand, China, Singapore, India, Hong Kong and

Australia (6).

Top Asian destinations

2014

Top travel

destinations 2014


Google (German & English)

YouTube

Facebook

Amazon

Media Consumption Habits

The internet penetration rate in Germany is high, with more than 8 in 10 people being internet users

in 2015(1). Germany also displayed one of the highest internet usage among people aged 65 and

above, with almost 1 in every 2 using the internet for personal reasons.

Google sites were the most frequently accessed

among German internet users, with both the

German and English versions appearing in the top 5

list. YouTube, Facebook and Amazon were the other

frequently accessed sites (7).

There was an increasing shift towards multi-platform

media usage among Germans. In 2014, more than

half of the digitally connected population used both

desktops and laptops as well as mobile devices to

access online information (8). This was especially

prevalent among younger adults aged between 25 and 34 years old, where almost 3 out of 4 used

multiple platforms to access the Internet. Smartphone penetration has more than doubled in

Germany, from 24% in 2012 to 58% in 2014. This trend was mirrored by the rise of tablet ownership

from 5% in 2012 to 26% in 2014. Despite the growing presence of mobile devices, it was notable

that the majority of Germans continued to access their desktops and laptops. Only less than 3%

shifted their online activities completely onto mobile devices.

Traditional media consumption, such as watching television and listening to radio, remained high in

the face of digital growth in Germany. Approximately 90% of the population indicated that they

watched television regularly and more than 75% listened to the radio (13). Traditional print media

continued to account for significant market share among Germans, with 60% of the population

indicating that they read the local newspapers regularly.

Smartphone penetration grew from:

24% (2012) to 58% (2014) Tablet ownership grew from:

5% (2012) to 26% (2014)

Most frequently accessed websites


867 873 995 856

10,059 8,722

5,628 5,586 28 21 14 14

12%

33%

17% 4%

33%

8%

40%

16%

5%

30%

*All visitors are classified 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, business, medical, education and transit visitors ***Others include those here for education, healthcare, work-related purposes, accompanying passengers and personal events.

Germany Visitors to Singapore

Visitor Arrivals (‘000)*

2012

2013

2014

Tourism Receipts

($mil/%)**

Purpose of Visits (%)

Others***

Stopover

VFR

BT/MICE

Holiday

Others

Transport

F&B

Accom.

Shopping

Tourism Receipts – per

capita ($)

Weekly Flight Statistics

(Flight Freq. /

Seat Capacity)

Top 3 Cities of Origin

$219

$262

55 51 62 59

15 14 13 14 7 4 4 12 15 21

14 8 8 11 6 6

Frankfurt

Munich

Berlin

9%

36%

16% 5%

34%

$220

Flight Freq

Seat Capacity

2015

Frankfurt

Munich

Hamburg

Frankfurt

Munich

Cologne

1

2

3

Munich

Berlin

Hamburg

7%

33%

20%

41% $170

252 252 264 286

2015 full year data

unavailable at time

of print

YTD Q3 2015

2015 full year data

unavailable at time

of print

2015 full year data

unavailable at time

of print

2015 full year data

unavailable at time

of print


Germany Visitors to Singapore (5, 9)

In 2014, Germany ranked 15th in terms of visitor arrivals (VA) to Singapore and had reached its peak

since 2007. VA exceeded 200,000 for the first time in 201o and continued to grow at a CAGR of 5.9%

from 2010 to 2014, with the largest year-on-year growth of 14.8% recorded in 2012. In 2015, VA

increased by 8.8% (year-on-year) and recorded a new high at more than 286,000 visitors. Germany

is currently Singapore’s second largest source market from Europe, after the United Kingdom (UK),

and continues to display a positive outlook in terms of VA.

Similar to VA, tourism receipts (TR) from Germany displayed healthy growth over 2010 to 2014,

recording a CAGR of 5.3%. Despite this increase, there was a slight overall decline in per capita

expenditure (PCE) from S$1,018 in 2010 to S$995 in 2014. It is notable that there was a sharp 14.2%

dip in PCE recorded in 2012 despite strong VA growth of 14.8% in the same year. This was largely

due to the decrease in spending on shopping and food and beverage in 2012, which fell by more

than 20% from 2011. This trend was in line with the decline in Germany’s GDP per capita in 2012 (14).

The PCE remained low throughout 2013 but showed signs of recovery with a 14% year-on-year

increase in 2014.

The average length of stay (ALOS) for German visitors held steady between 3.0 to 3.2 days over

2010 to 2014. In 2014, the majority of German visitors’ expenditure in Singapore was spent on

accommodation, which made up 40% of the total expenditure. This was followed by food, shopping

and transport at 16%, 8% and 5% respectively. Germans tend to place strong emphasis on

accommodation and were willing to spend on better quality hotels during their trips to Singapore.

In 2014, more than 1 in 3 German visitors stayed in upscale or luxury hotels. Expenditure on

accommodation also recorded the least decline in 2012 despite the overall trend of declining spend

that year.

The peak travel period to Singapore for German visitors was between January and March due to

their desire to escape to warmer climates during winter. Another period that saw a relatively higher

number of German visitors was in autumn, from August to December, when they sought

destinations with more favourable weather conditions. The intention to shop for Christmas also

played a part in their desire to travel in December.


Top travel considerations

No. of days available for the trip

Value-for-money Travel companions

The German Leisure Traveller

Needs of the German Leisure Traveller (5, 10)

For Germans, travelling is considered an integral part of their lives and an avenue to escape daily

stresses and routine. In one focus group, a respondent said, “I need to get away from the daily grind

once in a while. To change perspectives and fill up on energy.” Travelling allows them to take a

break and return to their lives feeling reinvigorated. Germans also consider travelling a reward,

which they indulge and treat themselves to.

Travelling provides Germans with opportunities to

expand their horizons and learn about the world.

Germans enjoy new and different experiences that allow

them to gain a deeper understanding of the people and

cultures in other parts of the world. Hence, they often

look for immersive experiences at destinations that shed

light on the local way of life. Being able to travel and see

the world fills Germans with a sense of achievement.

Asia is viewed as a challenging destination that they aim

to conquer as their travel experience grows.

Considerations for Travel (5, 10)

For Germans, the number of available days for the trip was the most important consideration when

they travelled. This affected their choice of short-haul versus long-haul destinations, with the latter

usually selected when more days were available. Nonetheless, with a minimum entitlement of 33

paid leave days annually, Germans have ample opportunity to take at least one long holiday per

year.

Germans tend to be value-conscious and look out for the best promotions and deals to ensure they

get value-for-money during their trips. Stopover promotions could trigger a multi-destination trip

and motivate them to alter their itineraries.

Their travel companions also impacted the decision-making process. Those travelling with young

children or the elderly were less inclined to embark on long flights or choose adventurous

destinations. This was reflected in the behaviour of German visitors to Singapore, with more than

97% travelling to the island with their spouses, partners or friends.

For long-haul trips, considerations for choosing a transit or a stopover

location differed according to the number of days available for travel.

Generally, Germans preferred a transit when they had fewer days in

order to limit their travelling time. Aside from the number of days

available for the trip, stopovers were considered if the locations allowed

a comfortable break from the long flight while providing interesting

sightseeing or shopping opportunities.

Top Travel Needs

Escape daily stresses and routine

Recharge and reinvigorate

Reward themselves

Expand their horizons and learn about the world

Sense of achievement


Planning and Booking Trends (5, 10)

Germans considered their annual holiday trip an important affair and made plans for their flights

and accommodations as early as 1 to 6 months in advance. This was especially prevalent for long-

haul trips for which they would spend time researching the various flight options and promotions

available during the period they planned to travel.

The majority of Germans scheduled their holidays around a convenient time for all travel

companions. Their decisions on the time of travel were also influenced by any available deals and

the destination’s weather.

Because they planned early, their itineraries were often fluid and subjected to changes throughout

the research phase. They typically researched and made price comparisons based on a key

destination in mind. As they found promotions, stopover and transit options along the way, they

would adjust their itineraries to add new destinations. Bookings for the whole trip were then made

closer to the date of travel, usually when there was a favourable promotion.

While comfortable making bookings online and directly with service providers such as hotels and

airlines, German travellers were just as likely to book their trips through traditional travel agencies.

This reflects their value-consciousness, as they typically compare prices through online and offline

channels before making their bookings. They felt that online bookings allowed them to conduct

detailed research at their own pace while travel agents were able to provide efficient price

comparisons and special deals. Another reason for booking through a travel agent was that the

professional services provided would reduce any uncertainties involved, which was particularly

important for long-haul journeys to destinations they were not familiar with.


Information Sources Before and During Travel (5, 10)

The majority of Germans conduct some form of pre-trip research on their destinations online. User

generated content in the form of online travel reviews (e.g. TripAdvisor, blogs, forums) were

considered the most useful sources of information as they were perceived to be more objective and

up-to-date. Travellers also made use of official National Tourism Organisations’ websites and online

guidebooks such as Lonely Planet, but fewer found these sources to be as useful.

Despite the prevalence of online sources, hardcopy materials such as travel guidebooks, travel

magazines and brochures from travel agents continued to be used by approximately 1 in 3 German

travellers during their trip planning.

During the trip, online content remained the most popular sources of information about destination

offerings. Most German travellers tapped on free WiFi to access online search engines (e.g. Google,

Yahoo) for information. They also accessed online travel review sites which they found most useful

during their pre-trip research.

Among offline sources, hotel concierges and travel guidebooks were more commonly used and

relied upon for information during the trip.

Advocacy (10)

German travellers generally preferred to share their experiences in a personal manner with friends

and family. This held true during and after their trips. They did this through talking on the phone,

face-to-face or via technological platforms such as email and video chats. Only a small percentage

(20%) posted updates on social media (e.g. Facebook, Instagram, and Pinterest). It is interesting to

note that the majority (40%) of German travellers sent a postcard or letter during their trips as a

form of sharing. Post-trip, face-to-face interactions such as talking and sharing of photos or videos

were the most prevalent ways in which they shared their holiday experiences.


The German Leisure Visitor in

Singapore

Reasons for Visiting Singapore (5, 9, 10, 11)

Safety and ease were the key drivers for German leisure visitors to Singapore. Another reason was

the sense of novelty for first-time visitors, which made up over 60% of German leisure visitors in

2014.

Most visitors perceived Singapore as a destination that would allow them to relax and recharge,

while acting as a comfortable hub from which to explore other parts of Southeast Asia. This was

evident as more than 80% of German leisure visitors to Singapore in 2014 came here as part of a

multi-destination trip. This was in line with their long-haul travel habit of visiting a few destinations

to make the long flight time worthwhile. On average, German leisure visitors stayed in Singapore

for about 3.1 days.

Singapore also fulfilled the various criteria that German

visitors have when considering a stopover destination

during a long-haul trip. These included allowing them to

relax and acclimatise before travelling to the final

destination, or providing a comfortable rest stop with

sightseeing and shopping opportunities before returning

home.

Leisure Activities in Singapore (9, 11)

The exploration of Singapore’s cultural precincts was the most popular activity among German

leisure visitors. Chinatown was the most commonly visited, followed by Little India. The majority of

German travellers sampled local food or shopped at these precincts. Historic and heritage

landmarks such as the Singapore River, Raffles Hotel

and Merlion Park were also among the top 10 visited

locations. These were in line with the Germans’ desires

to gain a deeper understanding of a destination’s

culture through their travels.

They were also interested in nature related

attractions. More than half of all German leisure

visitors visited Gardens by the Bay, while more than 1

in 5 of them visited the Singapore Botanical Gardens.

In line with their preference to conduct shopping during their stopovers, The Shoppes was also one

of the top locations visited by Germans leisure visitors in Singapore.

German leisure visitors spent an average of S$630 per trip to Singapore with accommodation being

the highest contributor, accounting for 53% of their total expenditure in 2014. The majority of them

stayed in mid-tier, upscale and luxury hotels. 24% was spent on food and most visitors preferred to

Multi-destination trip

Average length of stay (days)

80%

3.1

Top activities done in Singapore

1. Chinatown 2. Little India 3. Gardens by the Bay 4. Marina Bay Sands – The Shoppes 5. Singapore River


dine at casual restaurants, hawker centres and food courts when in Singapore. This could be due to

their interest in experiencing authentic local cuisine as well as exploring the culture of the country

through food. Shopping made up about 14% of German leisure visitors’ expenditure in Singapore,

which they mainly spent on fashion and accessories. The other expenditure they incurred in

Singapore was on local transportation (8%). Barriers to Visiting Singapore (5, 10)

Germans did not know much about Singapore as a leisure destination. Their perceptions were

limited to a few stereotypes, largely revolving around the island being a clean and metropolitan

city. As their main motivation for visiting Asia was to experience and immerse themselves in an

exotic culture, these perceptions affected their inclination to consider Singapore as a destination of

choice.

Furthermore, Singapore was perceived as highly urbanised, which in turn meant that it lacked the

adventure factor that attracted more experienced German travellers. As such, most Germans

viewed Singapore merely as a hub from which to explore the region.

It is, therefore, necessary to communicate the distinct experiences Singapore has to offer. It is

worth noting that those who visited Singapore were often pleasantly surprised by our uniquely

diverse cultural mix and cityscape’s greenery. Hence, Singapore needs to identify itself as the

provider of a unique cultural atmosphere in a pleasing and safe environment, which will appeal to

the German traveller’s preferences for cultural immersion and experiences.


The German BTMICE Visitor in

Singapore

The German BTMICE Visitor (9)

German BTMICE visitors spent an average of S$1,239 per trip to Singapore in 2014, almost double

that of German leisure visitors who spent an average of S$630. A large proportion of their

expenditure went to accommodation (71%), followed by food (16%) and shopping (7%).

More than 65% of BTMICE visitors came to Singapore

as part of a multi-destination trip in 2014. The majority

(82%) were repeat visitors and the average length of

stay in Singapore was around 4.4 days, higher than the

average length of stay for German visitors in general. Planning and Booking Trends (12)

For business travellers, flight and accommodation bookings remained largely the choice of their

companies. Online platforms and direct bookings with suppliers such as airlines and hotels have

become increasingly popular among German companies, particularly for accommodation.

Traditional travel agents were preferred for flight bookings, especially for trips that involved more

complex flight itineraries.

Information Sources During and Before the Trip (11)

Most German BTMICE visitors did not do any research before arriving in Singapore, perhaps

because the majority of them were repeat visitors and already familiar with the island . Additionally,

business travellers tend to have less time for research before their trips. Among those who did pre-

trip research, search engines were the most popular sources of information. Recommendations

from local friends, family members and colleagues, as well as hotel concierges also played an

important role in post-arrival information. German BTMICE Visitors’ Leisure Activities (9, 11)

In line with their general interest in a destination’s culture and heritage, Chinatown, Little India and

Raffles Hotel were among some of the popular locations that German BTMICE visitors explored in

Singapore. Many of them also engaged in nightlife activities probably because most business

travellers were only able to enjoy leisure activities after working hours. In this respect, German

visitors were impressed by the high level of safety and security in Singapore, but would have liked

more opportunity to experience different genres of nightlife in the same area.

S$1,239/trip Multi-destination trip

Average length of stay (days)

Repeat visitors

67%

4.4

82%


Findings and Implications With the steady growth of outbound tourism from Germany and the forecasted increase in German

arrivals to the Asia Pacific region, there is plenty of opportunity that Singapore can tap on. There is

a need for us to increase our appeal and competitive advantage to better entice Germans to visit

Singapore. Highlighted below are the key findings and opportunities we have identified for the

tourism sector:

Finding #1: Leverage on Singapore’s ability to fulfil their needs during a stopover.

For Germans, trips to Asia often involve multiple destinations. While they might not consider

Singapore as their main destination, they might consider it as a stopover. The country’s strengths,

such as it being safe, efficient and comfortable, appeal to German travellers. It is important to

highlight the myriad of experiences and unique cultural features available to visitors on a stopover.

Germans constantly look for destinations that are different from their home country. Therefore, in

order to entice them to stay longer, it is necessary for Singapore to be perceived as “not just

another city”.

.

Tips for the Industry:

Emphasise the unique mix of cultural activities and experiences. Cultural precincts such as Joo Chiat and Kampong Glam should be marketed to highlight experiences beyond the popular Chinatown and Little India.

Promote hidden gems that have strong local flavours such as Haji Lane, Peranakan museum and Tiong Bahru, as German travellers enjoy learning about what makes a destination unique and different from other countries. Feedback on hidden gems that have left an impression can also be collated from user-generated content to lend richness and detail to marketing collaterals.

Because Germans enjoy land tours, more specialised tours could be organised within or across the various enclaves to illustrate Singapore’s unique “melting-pot” and provide a richer and deeper understanding of our cultures. The duration of the tours could be designed in such a way that they are suitable for stopover visitors while simultaneously piquing their interest about Singapore for future trips.

Heartland tours around a HDB estate might be appealing to German visitors who have

visited Singapore several times and need a refreshing angle from which to experience Singapore. However, this might not be a strong draw for their first few trips here.

It is important to highlight Singapore’s differentiating features from its neighbouring destinations in order to make us an Asian destination worth visiting. For example, Singapore is a safe city with abundant shopping opportunities and the unique sun, sea and sand experience at Sentosa. Other combinations could include the juxtaposition of an urbanised, cosmopolitan land with the abundance of lush tropical greenery and nature.


Finding #2: Trip planning process for long-haul travel starts early and is

influenced by promotions.

With the extended planning period involved for their long-haul travel, changes to their multi-

destination itineraries are commonplace among the Germans. Being value-conscious travellers,

their decisions are often influenced by the most value-for-money options available at the time of

booking. For example, they could be encouraged to make a previously unplanned stopover if the

flight timings and prices are favourable.


Flight connectivity is an important factor in maintaining the attractiveness of Singapore as a convenient hub for exploring Southeast Asia. The price competitiveness of stopovers in Singapore needs to be maintained and communicated.

Promote Singapore together with popular twinning destinations to leverage on the high percentage of Germans visiting Asia on a multi-destination itinerary. In 2014, Indonesia, Malaysia and Thailand were the top destinations for twinning among German visitors to Singapore. Vietnam, Cambodia and Myanmar are also gaining popularity among German travellers.

As most Germans travel to Southeast Asia between January and March and August and December to take advantage of the favourable weather conditions, marketing efforts should be timed to coincide with their main planning period, which is up to 6 months before the trip. Promotions can be rolled out closer to the time of travel time as they tend to make their flight and accommodation bookings within 3 months of the travel date.


Finding #3: Traditional travel agents remain popular among German travellers.

In spite of the growing prevalence of the digital space, travel agents continue to enjoy their market

share among German travellers. This is especially so in the planning and booking of longer and

more complex trips. The professional services they provide are reassuring to those travelling to less

familiar destinations. Travel agents are also able to attract consumers with their effective price

comparisons and influence stopover locations.


Continue to maintain strong relationships with in-market trade partners and provide

attractive promotions, marketing collaterals and information with which they engage their consumers.

Information in marketing collaterals developed for travel agents should be tailored to include the various experiences that would appeal to German travellers so they can be used to sell Singapore as a destination more effectively.

Marketing efforts through travel agents should not be slackened. Their buy-in and cooperation are important in helping Singapore reach out to the German market. We should make it attractive for travel agents to encourage travellers to Asia to book a stopover in Singapore.


Bibliography

1. Federal Statistics Office (Destatis). Population Key Figures. 2015.

2. Euromonitor International. Flows in Germany. 2015.

3. Mintel Group. Germany Outbound, Travel and Tourism Analyst No. 1. 2016.

4. Pacific Asia Travel Association. Asia Pacific Visitor Forecasts. 2015-2019.

5. Singapore Tourism Board German Leisure Visitors FGD. 2012.

6. Pacific Asia Travel Association. Annual Tourism Monitor.2015.

7. Alexa Ranking Top sites in Germany.

8. comScore. The Multi-Platform Majority is taking over in Germany. 2014.

9. Singapore Tourism Board. Overseas Visitors Survey. 2010-2014.

10. --. Leisure Segmentation Study. 2014.

11. --. Visitor Experience Study. 2014.

12. VDR: The German Business Travel Association. VDR Business Travel Report. 2015.

13. Statista.com. Media use in Germany. 2014

14. The World Bank Group. GDP Per Capita (Germany).

15. Euromonitor International. Tourism Flows Outbound in Germany. 2013-2014.

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