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SINGAPORE – A single platform to redeem soon-to-be-distributed digital tourism vouchers would be ideal, but having options also has its attractions, observers say.
The five online booking platforms designated by the Singapore Tourism Board (STB) to manage the redemption of SingapoRediscovers vouchers are courting merchants and consumers ahead of the launch of the program next Tuesday (December 1).
Complimentary e-coupons, food and beverage credits, and exclusive discounts are among the benefits offered by Changi Recommends, GlobalTix, Traveloka, Trip.com, and Klook to encourage Singaporeans to spend their $ 100 coupons on their platforms. .
Eligible hotels, entertainment attractions, and tour operators can choose to list as many as they like on the five platforms to customize their own offers and packages.
But having too many platforms can confuse consumers, said Dr. Kevin Cheong, president of the Singapore Attractions Association.
“We hope this does not frustrate the redemption process because expectations are high and it is important to comply,” he added.
STB said in response to inquiries that “creating a unified reservation platform from scratch, or requiring physical meters with each reservation partner, would not have been practical, timely or profitable.”
Still, some industry players said that having different platforms can lead to competition and more options for merchants.
Dr. Cheong said, “Some may choose to go to all five platforms, others will go with just one. At least there are options.”
While merchants will have to pay a commission to booking platforms, STB said it helped secure a “much lower range of commission rates.”
All five booking platforms declined to disclose the commission rates they charge merchants participating in the coupon scheme.
But companies aboard the rigs told The Straits Times that rates can range from 0 to 12 percent, dropping from 20 to 25 percent normally.
Trip.com said it will invest $ 2 million in marketing and partnership efforts for the campaign, and will speed up payment to merchants to help them with cash flow.
GlobalTix, a local technology provider that powers the booking platforms of tour operators such as Gardens by the Bay, will launch a dedicated site for its approximately 100 merchant partners participating in the coupon scheme.
Traveloka said it is working closely with its more than 200 merchant partners to create offers that can be displayed in sections such as “hidden gems” and “specials.”
Sarah Wan, Klook’s Marketing Director for Southeast Asia, said it will start with more than 200 merchants on its platform, including 14 exclusive links.
Merchants who sell their products exclusively on Klook can expect better placements on their platform, Wan said.
Tour operator Tribe is among those who have accepted Klook’s offer. “We felt they were the strongest in terms of marketing to the locals and could provide us with disproportionate coverage by being exclusive,” said Tribe founder Jason Loe.
Tribe’s offerings will include its popular escape room / guided tour hybrid game released earlier this year.
Dr. Cheong, who is also the CEO of Sentosa 4D AdventureLand, said that the fees charged by the platforms are “fair,” adding that STB has taken concerns about potential profits seriously and made sure that costs are transparent.
Margaret Heng, executive director of the Singapore Hotel Association, said the vouchers will go a long way toward boosting domestic spending in tourism businesses.
With border restrictions limiting tourist arrivals, the average hotel room occupancy rate remained “significantly sub-optimal” in September at 60 percent, Heng said.
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