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How Do I Market My Resort in Singapore

It can be a hard task getting your resort noticed, especially if it is not part of the integrated resorts of Singapore. However, results of the STB’s survey on ‘Return of Hotel on Room Lettings and Food & Beverages Sales Turnover’ show that different tiers of resorts and hotels registered an outstanding bed occupancy rate of above 80% as at July 26, 2016. This is good news for all the players involved in the Singapore hospitality industry. However, how can you market your resort in Singapore to increase your turnover?

With tourism being such a prominent part of Singapore’s economy, it’s only natural that some entrepreneurs would attempt to cash in on the increasing demand for luxurious getaways. Today, the resort market in Singapore is definitely a lucrative opportunity, and with some careful planning, research, and execution, you can put in place the foundations for a solid business that will serve as a source of income for years to come. This article will walk you through the important steps that you need to take to successfully market your resort in Singapore.

Form A Marketing Team

To form the basis of your business, you’ll need to put together a team. This team can either be internal or external to your company. Regardless, you’ll need people with the following skillsets:

  • Marketing/Sales
  • IT/Website Administration
  • Management
  • Design
  • Writing
  • Analysis

Depending on your needs, consider hiring freelancers who can help you to craft an ideal marketing plan that will bring in the bookings.

Engage the Singapore Tourism Board (STB)

One of the roles of a tourism board is to market the accommodation facilities available in the country. Ensure that you invest in making your resort an excellent facility and the STB will market it as one of the best destinations in Singapore.

Participate in Tourism Expos

Singapore attends and holds tourism Expos in the country as well as all over the world. This is to market the country as a tourism destination. STB invites resorts and other tourism stakeholders to participate in the Expos by exhibiting their products and services.

Ensure your marketing team is abreast with the dates these expos will take place and prepare in advance. They will expose your resort to a wider market since many people from different parts of the world frequent these Expos.

Use Hashtags

In 2010, the STB changed Singapore’s destination brand from ‘Uniquely Singapore’ to ‘YourSingapore.’ The STB uses the brand in every aspect to market Singapore’s unique strength in the provision of personalized experiences. Hashtags are the life force of the internet and can generate organic traffic to your resort’s website.

Use ‘#YourSingapore’ in your digital marketing campaigns especially on social media. You must have quality SEO content on your sites to make a bigger impact.

Have Customer–Centric Campaigns

The traditional forms of marketing and advertisements are still capable of ushering holidaymakers to your resort. Many travelers in the present age are overly sophisticated and discerning in their interests as well as tastes.

Create a customer –centric marketing approach, customized to focus on the needs and requirements of your targeted customers in every key market you envision.

With the tips above, your resort will be able to achieve an occupancy of over 80%. Invest in an extensive market trend analysis and extensive customer research and gain an understanding of what a visiting or local holidaymaker wants.

Launch A Website

Doing business online has become an essential part of any marketing strategy. For those wanting to delve into the world of luxury tourism, there are a variety of established travel websites that can help you to reach your target audience. With a little bit of research and a whole lot of determination, you can craft an ideal luxury resort website that will be capable of bringing in the bookings.

Get Inspired

If you’re looking for a way to stand out from the rest, why not consider taking a themed route? After all, if you want to be picked up by online travel agents, you’ll need to ensure that your website reflects the essence of what the destination is all about. If you’re fortunate enough to have a distinctive theme that evokes a sense of place, you can use this to your advantage. Consider themed websites such as Arabian nights or a pirate ship, and you’ll be able to attract the interest of potential visitors.

Decide How You Want To Market It

There are two ways that you can go about marketing your resort. You can either use traditional marketing channels such as newspapers, magazines, and radio broadcasts, or you can opt for digital channels such as Google Ads, websites, and social media platforms. Whichever route you choose, you’ll need to take the time to study the habits and preferences of your target audience. Doing this will enable you to craft appropriate content that will draw in more potential customers.

Create Advertising Material

If you’re keen to attract potential customers to your resort, consider producing various types of advertising material. This could take the form of an email marketing campaign, a social media presence, or a radio spot. Since you’ll be relying on traditional and digital marketing channels to bring in the bookings, it’s important to measure the effectiveness of each strategy. To put it simply, the more you put in place, the more you’ll get back. For example, a well-crafted email marketing campaign could potentially generate up to 20 leads per month for your resort. Having a solid social media presence will also provide you with an abundance of marketing material that you can use to engage with your audience.

Set A Budget

Anyone who is considering starting a business in Singapore should take into consideration the cost of doing so. Like many other cities in Southeast Asia, the cost of living is very high in Singapore. Many luxury hotels and vacation spots charge thousands of dollars per night, so considering the cost of a hotel room alone can quickly add up. Setting a budget for your business endeavors is essential in order to avoid unexpected expenses.

Luxury Is Key

When it comes to marketing your resort in Singapore, you must convey a sense of luxury. After all, Singapore is known for its affluence, so you must offer a level of comfort that these wealthy individuals can afford. The key to doing this is to ensure that your hotel provides the best possible customer experience by setting high standards for yourself and your staff. You can also look into investing in better design and quality merchandise to better match your guests’ expectations.

Use Keywords

As a digital nomad traveling the world, it’s essential that you learn how to use keywords effectively in your business’ SEO (Search Engine Optimization). In order to find your hotel or resort in the event search, your keywords must be relevant, concise, and placed in the right context.

Use Keywords In Your Content

Your content is one of the most important aspects of your SEO strategy. Without high-quality content to draw in potential customers, you’ll have a difficult time generating interest. Since SEO relies heavily on keywords, you must ensure that your content is highly relevant to your target audience’s search queries. When preparing your content, ensure that your keywords are used frequently and in the right context. For example, if you are writing about luxury travel in Singapore, you might want to include the keywords “Singapore” and “luxury” or “fantastic” in your content to draw in potential customers who are searching for information on luxurious destinations or businesses in Singapore.

Get A Website

If you’re looking to attract serious investors or have already started raising funds, you’ll need to create a professional website for your resort. A well-designed website will assist you in marketing your project to the world. Having a website also makes you more accessible to potential customers as they can find you online and learn more about your offering.

Find Influencers

In order to effectively market your hotel or resort in Singapore, you’ll need to find people who are influential in your target audience’s world and can help spread the word about your product or service. Influencers can help establish yourself as an authority in your industry, driving more interest in your project.

Research Local Events

get google ranking ad

Since Singapore is such a popular tourist destination with a lot of interest from the foreign community, there will undoubtedly be plenty of events that your target audience is already familiar with. For example, if you’re looking to promote your hotel or resort in Singapore, you could research local festivals that your target audience will enjoy. Additionally, if you’re unable to find any events that suit your needs, you could create your own. The world is your oyster when it comes to events and you could hold your own carnival or festival that appeals to your target audience.

Get Social Media Accounts

If you’re seriously considering a business venture in Singapore, you should set up social media accounts for your company. With over a million users, TikTok is the most popular social media platform globally, followed by Instagram and Twitter. Many digital nomads and bloggers use these platforms to attract, engage, and educate their audience. Since your target audience is already on these platforms, you can gain a substantial following quickly and easily.

Raise Awareness

Marketing your resort in Singapore is an effective way to get the word out about your project. However, since Singapore is such a small city, it might be difficult to get the attention of as many people as you’d like. One way to do this is to hold a press conference and tell the world about your plans. Another way is to use the above-mentioned platforms to educate your audience about the types of services and amenities you’ll be offering. The world is your oyster when it comes to ways to get the word out about your project and you can use all the above-mentioned tools to maximize your reach.

Developing a marketing strategy for your resort in Singapore is essential as you’ll be able to find the right tools to spread the word about your project. Additionally, like many other cities throughout Southeast Asia, the cost of living in Singapore is quite high. As you can imagine, hotels and vacation spots there are expensive, so careful consideration must be given to the budget of the business. Still, those who can afford it usually find a way to splurge on luxury items, which often serve as status symbols among the upper classes. The good news is that with proper planning and utilizing the right tools, your business can succeed in Singapore and much further afield.

Create A Business Plan

In the same way that you would do with any other business plan, you’ll need to consider the following elements when putting one together:

  • The objectives/goals of the business
  • The current market analysis (previous, current, and projected)
  • The products/services offered by the business
  • The competitive analysis (the competitive landscape)
  • The financial analysis (the financial resources of the company and the assumptions made in the business plan)

Research The Location

If you want to set up a luxury resort in Singapore, then you need to consider the region’s climate, local economy, and population. This will help you to determine the kind of accommodation and type of food that you’ll need to offer. Additionally, you’ll need to do your research into the type of prospective customers that you’re likely to attract to your resort. With tourists from all over the world visiting Singapore every year, there’s no shortage of affluent and well-educated audiences that you can target.

Research The Cost Of Launching A Resort In Singapore

Since you’ll be breaking even on the sale of your goods or services, it’s important that you consider the cost of launching your resort. As a general rule, you’ll need to budget for the following:

  • Real estate (the land and the building)
  • Marketing (including website development, social media ads, and email marketing)
  • Equipment (computers, furniture, etc.)
  • Business Start-up Costs (filing fees, licenses, etc.)
  • Operations

As you can see, setting up a resort in Singapore is a costly business, and you’ll need to put in place adequate financial reserves if you want to see this project through to fruition.

Prepare Legal Documentation

When preparing your business plan for investors, you’ll need to look into the following sections:

  • The Articles Of Incorporation
  • The Bylaws
  • The Memorandum Of Understanding With The Investment Company
  • The Company Seal
  • Employment Contracts
  • Terms Of Business
  • Contracts (the main contract and any supplement/addenda)
  • Financial Analysis
  • Operations
  • Summary
  • How To Market…
  • Compliance
  • Industrial Design
  • Operations
  • Management Team
  • Equipment

As mentioned by the above, incorporating a resort in Singapore is a costly affair, and if you want to ensure that this business is legally sound, you’ll need to prepare the appropriate legal documentation. This includes the following:

  • An Articles Of Incorporation
  • A Bylaws
  • A Memorandum of Understanding With The Investment Company
  • A Company Seal
  • Several contracts (the main contract and any supplement/addenda)
  • A business license
  • Health and Safety Plans
  • Fire Safety Plans
  • A Risk Assessment
  • A Risk Acceptance
  • IP/Trademark Licenses
  • A Product Registration Number (this can be obtained from the Singapore Intellectual Property Office)
  • An Environmental Clearance Certificate (this can be found from the Ministry of Environment)
  • A List Of Approved Financial Intermediaries (this needs to be published on the FSCA website)

Research The Market

If you’re keen to see your resort reach its full potential, then you’ll need to do your research into the market and the regions that are likely to be interested in your product or service. This is especially important if you’re planning on marketing your resort to foreign audiences. Since you’ll be relying on digital marketing and online directories to reach your target audience, it’s critical that you know exactly what products or services your resort offers.

Get A Professional Opinion

To create the best possible business plan, you may want to seek the professional opinion of an attorney or accountant. With a little research, you can find an expert who will be able to give you an objective view on the cost of setting up a resort in Singapore and the potential for success.


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