NTO digital revolution

 Three months into Singapore?s new destination campaign, the local trade remains wary of the Singapore Tourism Board?s (STB) new website, YourSingapore.com, which includes a WEGO-powered metasearch function for travellers to plan their trip to the Lion City (TTG Asia, March 19).

An STB spokesperson said: ?Travel agents and tour operators who want their products featured on YourSingapore.com should partner WEGO. We have a comprehensive guide to show how they could do that.?

The trade is not appeased. And to benefit from the metasearch function, agents must have their products listed online.

The business development manager of an incentive and leisure specialist wondered why STB would create a product that would alienate agents from travellers. ?STB issued a circular asking why we had not subscribed to the iDigital scheme (an initiative to help tourism businesses become digitally-ready). I refused to reply as we already have a site and don?t need the scheme.?

Nevertheless, STB director for brand management, Chang Chee Pey, said the NTO was processing a few applications from agents for iDigital funding. Retailers and attractions have also been keen to post content on the site.

Orient Explorer executive director John Chua suggested that STB provide contacts of inbound agents on the site for those consumers interested in travel service consultation. An alternative is to allow agents to advertise their services on the site.

Another recommendation by many agents is that STB list, rather than sell, suggested tours and itineraries on the website, then direct queries to qualified travel agents and DMCs.

On the other hand, Tourism Australia?s (TA) new destination marketing campaign, There?s Nothing Like Australia, also with a strong digital focus, is bent on keeping agents in the loop.

Launched on May 31, the campaign features user-generated content and a website with a digital map highlighting the experiences available in Australia (TTG Asia e-Daily, May 31).

TA managing director Andrew McEvoy, however, stressed the importance of the trade in the campaign.

?Distribution is essential. We want to stimulate demand but eventually need an intermediary to get people here. Often, they go to an agent. The campaign will drive more people to (agents?) doors,? explained McEvoy.