Working in Market - Singapore

Distribution system

Online bookings are growing rapidly in Singapore as airlines and retail agencies expand their online presence for both group and Free Independent Travel (FIT) segments. Consumers in Singapore are value-conscious and actively seek destination information, inspirations and deals before making travel purchases.

Wholesalers/large agents

• The traditional wholesaler model does not apply in Singapore. Large retail agencies brochure and market their own programs with links to inbound tour operators (ITOs).
• Large travel agencies such as Chan Brothers and EU Holidays take reservations from consumers through their own retail network. Some also take reservations from smaller travel agencies which have limited access to ITOs and do not undertake consumer advertising.

Retail agents

• There are more than 1000 “active” travel agencies registered with the Singapore Tourism Board, meaning they hold licenses. Around 100 of these sell Australian products and packages. Around 20 key agencies partner with Tourism Australia and State and Territory Tourism Organisations (STOs) in marketing campaigns.
• The major retail agents include ASA Holidays, Chan Brothers Travel, Commonwealth Travel, EU Holidays, LGE Travel, PriceBreaker, SA Tours and WTS Travel.

Online

• Major Online Travel Agencies (OTAs) are growing their presence in Singapore. Evolving technical capabilities such as dynamic packaging and online group booking, are helping to drive significant growth in bookings made through OTAs and even travel search sites. 
• Key OTAs and metasearch engines include Agoda, CheapTickets.sg, Expedia, Flight Centre, Klook, KKday, Pelago, Skyscanner, Trip.com and Tripzilla.

Aussie Specialists

• The Aussie Specialist Program is the primary platform for Tourism Australia to train and develop front line travel sellers to best sell Australia.
• There are over 340 qualified Aussie Specialists in Singapore.

Inbound Tour Operators

• ITOs remain an important element of the distribution network in the Singapore market.
• Major ITOs who service the Singapore agents include Australia & Beyond Holidays (AABH), Australian Tours Management (ATM), Blue Travel, Tour East Australia (ETA), Turtle Down Under, Valentino Holidays and Xceptional Tours Australia.

Trends

Distribution

• Singaporeans are increasingly comfortable booking holidays online either through an airline, an OTA or a traditional travel agent that has a strong online presence. Some travellers still complete their travel purchase with a retail travel agent, due to exclusive airline offers and the need to plan complicated itineraries.
• Low-cost carriers have added competitive stimulus to the market, with traditional carriers responding with aggressive pricing strategies, offering promotional fares with longer travel period validity.
• Airlines and large travel agencies continue to be proactive in establishing websites and online services. The trend is growing fast as agencies understand they must have a stronger presence anywhere consumers are purchasing travel.
• Major consumer travel fairs are organised by the National Association of Travel Agents (NATAS) usually occurring in February/March and August/September. There are also consumer travel fairs organised individually by the larger travel agencies or on a consortia basis for medium to small agencies.
• Singapore’s key booking periods are between April to June and October to December while key travel periods are June and November to December.

Planning and purchasing travel

• The total trip spend on leisure travel to Australia by Singaporeans was AUD$1.1 billion in 2024, growing by 6.6% compared to 2023, while the average trip spend was AUD$3,650 (Source: IVS 2024). 
• Singapore is a mature market and consumers have a solid knowledge of Australia. The Free and Independent Traveller (FIT) segment continues to grow rapidly while there had been growing trends of small private groups making up of families from multi-generations on customised itineraries.
• Consumers in Singapore are value conscious and actively review a range of destinations and information sources, seeking favourable deals before making travel purchases.
• There are a significant number of consumers who will purchase airfares directly from airlines and then secure ground arrangements from either an OTA or a retail agent.
• Travel search engines are important information sources for consumers as they expand search options beyond flights and hotels to packages and car hire. These travel search engines are also partnering with user-review sites and affiliating content to major internet portals and media sites.
• As Singapore is a tropical country, consumers typically prefer cooler climate such as spring, autumn and winter and/or engage in seasonal activities/experiences. 
• Given that Singapore is a city with light pollution, consumers are increasingly interested in Noctourism/Astro tourism experiences such as stargazing, aurora and astronomy tours. 

• Singapore is a small country and major agents are often clustered in close proximity to each other so you can easily make numerous sales calls in one day.
• Avoid sales calls in the lead up to peak booking periods as agents are often heavily involved in consumer fairs and unable to meet you due to heavy workloads.
• The best time of the year for sales calls, contracting and product inclusions in new season launches is January. June is best for rate negotiation. October to December is useful for relevant product updates and planning for the next calendar year.
• ATEC’s Tourism Trade Ready industry training program and The Australian Toolkit,’ in partnership with Tourism Australia, is designed to provide you with the basic tools, knowledge and key contacts needed to enter the export tourism market. This information, combined with advice and assistance from tourism associations, industry bodies and tourism operators, will put you on the path to inbound tourism know-how. Learn more here.