About 74% of Singaporean travellers use comparison sites, yet many marketers continue to prioritise paid ads. This underscores a critical misalignment between marketing strategies and consumer behaviour, according to a recent report by Impact.com, a leading partnership management platform.
Online Travel Agents (OTAs) are the top booking channel for Singaporeans, with 76% using them, followed by brand websites and mobile apps.
Impact.com’s “Beyond the Booking: Where APAC Travel Brands Are Investing for Growth,” highlights a shift in consumer trust towards word-of-mouth over traditional advertising. The report, based on insights from 100 travel industry leaders and 1,200 travellers from Singapore, Australia, and China, reveals that 40% of Singaporean travellers trust peer recommendations more than advertisements when choosing travel destinations.
Adam Furness, Managing Director APJ at impact.com, stated, “The modern consumer demands trust, transparency, and authenticity, and they turn to their communities and trusted sources of information to guide their purchasing decisions.”
Key findings indicate that promotions are the primary driver for bookings among Singaporeans, with 77% citing them as influential, compared to brand reputation for Australians and Chinese travellers. The report also highlights the growing importance of partnerships, with 68% of Singaporean travellers trusting review and comparison sites.
As travel brands navigate post-pandemic challenges, the report suggests a strategic shift towards high-trust channels like influencers and affiliates. This approach aims to align marketing investments with consumer preferences, fostering authentic connections and driving sustainable growth in the travel sector.
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