Page 19 - AeM_August_2017

RESEARCH, ANALYSIS & TRENDS

Travel related search in Singapore [Jan 2014 - Mar 2017]

Singaporeans prefer shorter travels

Of the top 10 destinations searched by Singaporeans,
nine are located in Asia as they provide affordable and
accessible getaways instead of taking long-haul flights
to Europe or the United States. Bangkok currently holds
the honour as the most searched-for destination, as
Singaporeans continue to flock to the Land of a Thou-
sand Smiles for delicious local fare and affordable
shopping, followed by Bali, Kuala Lumpur, Johor Bahru,
Batam, London, Hong Kong, Taipei, Tokyo and Seoul.
Aside from staycations, Singaporeans also research
Other countries in Southeast Asia also showed a similar other interesting venues to escape during the week-
interest in Vietnam as a tourist destination. Interest in ends.
Vietnam increased 14% year on year, and top choices
of destinations to visit in the country are Ho Chih Minh
City, Hanoi and Da Nang. Interest in Phú Quốc Island Local attractions that have successfully drawn the inter-
has also surged by 40% in the last year, as it becomes est of Singaporean audiences are:
more appealing as a tourist spot with its pristine beach-
es and luxury resorts development. 1. Gardens by the Bay
2. Universal Studio Singapore
3. Singapore Zoo
Singaporeans need a break - not neces- 4. Art Science Museum
sarily a holiday 5. National Gallery Singapore
6. Singapore Flyer
While overseas travel make up 61% of searches, a sig- 7. S.E.A. Aquarium
nificant 39% of searches by Singaporeans relate to lo- 8. Adventure Cove
cal attractions - indicating that Singaporeans aren’t just 9. River Safari
looking overseas for a quick getaway. 10. Singapore Art Museum

The concept of staycations - where people stay at a This trend of Singaporeans being tourists in their own
hotel or vacation rental in their own country - is highly backyard highlights the strength of Singapore as one of
popular in Singapore, surpassing interest in other coun- the top travel destinations in Asia Pacific that appeals
tries such as Philippines and Malaysia. to both locals and tourists alike. It emphasises the role
of local audiences as an important consumer group,
“Staycation” Search Query Trend and the need for local attractions and travel businesses
to deepen their engagement with consumers closer to
Unsurprisingly, staycations are particularly popular in home to keep their attractions relevant. ◊
years with many long weekends. However, compared to
overseas vacations which requires more deliberate By MediaBUZZ
planning, decisions to book a local hotel are usually
made in the spur of the moment, as people only tend to
look for staycation options on the Monday immediately
before the long weekend.
MediaBUZZ Pte Ltd - Independant ePublisher for Asia