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Singapore Tourism Board Partners With TripAdvisor For Tourists’ Enhanced Travel Experience

The Singapore Tourism Board (STB) has teamed up with TripAdvisor, the world’s largest travel site, in its goal to enhance travel planning and experience of tourists to Singapore.

The partnership with TripAdvisor will provide fresh traveller content on Singapore’s web destination portal, The portal will display ratings, reviews and opinions on Singapore’s main attractions and tourism offerings including dining, shopping and adventures.

According to the STB, the collaboration is in response to shifts in travel behavior and the way travellers plan their trips. In line with Singapore’s destination brand, YourSingapore, which empowers visitors to personalise their Singapore experience according to their needs and wants, the partnership with TripAdvisor recognises that international travellers are becoming more reliant on digital content in their travel planning processes.

According to a TripAdvisor Custom Online Survey conducted by Forrester Consulting, 81 percent of travellers find user reviews important when determining which hotel to stay at during their trip, and nearly half will not book if it does not have reviews on sites like TripAdvisor.

Consumers are also increasingly leveraging the mobile space for travel information. This trend has been amplified by the growth of the smartphone market and the popularity of tablets, with 72 percent of respondents accessing mobile content, including phones and tablets, even while travelling.

In a media release by STB, Sophia Ng, STB’s Assistant Chief Executive for Marketing, said that consumers today are well-travelled and discerning. They want to hear about authentic, in-depth local experiences from real travellers and customise their itinerary with activities that cater to their specific interests and needs. She added that STB’s marketing strategy places consumers at the heart of what the Board does. “STB strives to create value for visitors by delivering relevant content to meet their differentiated needs and to connect with them through engaging and innovative media platforms,” she said.

TripAdvisor offers trusted advice from real travelers and a wide variety of travel choices and planning features with seamless links to booking tools. TripAdvisor branded sites make up the largest travel community in the world, with more than 56 million unique monthly visitors, and over 75 million reviews and opinions. The sites operate in 30 countries worldwide.