1

INDIA – READY FOR THE NEXT WAVE?Reaching & Engaging Indian Travellers through Strong Partnerships & Leading Brands

TOURISM INDUSTRY CONFERENCE 2019

2

TOURISM PERFORMANCE – INDIA

RestrictedThese slides are property of STB and shall not be reproduced or distributed without STB’s written permission

3

India to SG: 2018 Tourism Performance > Remained 3rd largest International Visitor Arrivals source market and registered among highest growth (13%) > YTD 3Q2018 TR registered highest growth 18% YOY > Continued as #1 source market for Cruise travel

Greater flight connectivity to SingaporeNew flights in 2018 from:• Guwahati (Drukair) in Oct 2018• Vijaywada (Indigo) in Dec 2018• Pune (Jet Airways) in Dec 2018

#1 in absolute TR growth (ex-SEG)

1.4 milVisitors from India+13% vs 2017

S$1.3 bil+18% vs YTD 3Q2017 in TR

498Kvisitors from Tier 1 cities+8% vs 2017

253Kvisitors from Tier 2 cities+12% vs 2017

#1 Cruise VA source market

160Kcruise passengers from India+27% % vs 2017

581KMono-SIN visitors+13% vs 2017

Voted

Best Family & Favourite International Destination in 2018By 2018 Lonely Planet India Reader’s Choice Awards

RestrictedThese slides are property of STB and shall not be reproduced or distributed without STB’s written permission

India to SG Tourism Performance: 2008 to 2018Indian Visitor Arrivals (VA) to Singapore: a steady growth trajectory from 2008 to 2018 (CAGR of 6.4%). STB established a foothold in India in December 1993 and has seen a general trend of positive outbound from India to Singapore.

4

Source: STB

Vis

itor

Arr

ival

s T

ourism R

eceipts (S

$, million)

778,

303

725,

624

828,

994

868,

991

894,

993

933,

553

943,

636

1,01

3,98

6

1,10

0,65

7

1,27

2,07

4

1,44

2,27

0

1,058 768

911 1,103 1,123 1,224

1,170 1,167

1,557 1,639 1,336

02004006008001,0001,2001,4001,6001,800

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018Visitor Arrivals from India Tourism Receipts (Mil)

TR up to Q3 2018

5

2018 YEAR-IN-REVIEW(The India Chapter)

https://youtu.be/S1Eo-ibMF3s

“Growing Connections, Achieving Together”

3 Key Thrusts for 2019- Strengthening our partnerships- Promoting Destination Singapore to Different Audiences,

through the Passion Made Possible Brand & Passion Tribes- Bring Singapore even closer to the hearts and minds of Indian travellers

Strengthening our Partnerships

7RestrictedThese slides are property of STB and shall not be reproduced or distributed without STB’s written permission

Pan-India Partnerships with Thomas Cook, SOTC, Cox & Kings, FCM and MakeMyTrip Partnerships with Airlines – Singapore Airlines & Scoot

Partnership with Regional Trade Partner –Discovery Holidays (Kolkata)

RestrictedThese slides are property of STB and shall not be reproduced or distributed without STB’s written permission

Promote Destination Singapore to Different Audiences

8

Connecting with families through mothers and children Refresh itineraries with more premium and unique experience Leverage events in Singapore Creative, innovative tactical promotions with travel agent partners

Family with Young Children

Groom “Socialiser” tribe, promoting experiences, events and long weekend/ impulsive travels

Explore weddings (including pre and post) as a niche segment

Early Careers

Promote weddings & celebrations on cruises Invest in Tier 2 cities’ awareness and consideration of cruise holidays Introduce higher end land packages to match higher end cruise products

Cruise

Focus on high yield/ growth industry clusters (automobile, pharmaceutical, financial services, lifestyle infrastructure development)

Evolve itinerary to showcase new and unique experiences

M&I Travel

RestrictedThese slides are property of STB and shall not be reproduced or distributed without STB’s written permission 9

Weddings SegmentWith the craze of destination weddings on the rise, Indians have now begun splurging on trips to international destinations along with friends and families to make it a two in one – Wedding + Holiday. ((Source: FashionUnitedArticle :Indian Weddings, An opulent and expensive affair to remember”.) STB could work with Singapore Stakeholders and the hotel industry to leverage these opportunities.

No. of Indian marriages in a year: Approx 10 Million Indian wedding market worth: INR 1 Trillion (approx. SGD$20 Billion) Hotel and other wedding related market worth: INR 5,000 crore (approx.

SGD$1 Billion) Venue decoration market: Worth INR 10,000 crore (approx. SGD$2 Billion)

(Source: Wedding Sutra – one of India’s most popular online portal focusing on the wedding segment.)

RestrictedThese slides are property of STB and shall not be reproduced or distributed without STB’s written permission

Bringing Singapore Closer to Hearts & Minds ofthe Indian Travellers

10

Tie-up with Bollywood(Badrinath Ki Dulhania 2017)

Past Creative & Innovative Collaborations:

Partnership with Paytm

Partnership with St-art India Foundation: Mumbai Singapore Weekender (2017)

Partnership with Ola

Partnership with Vh1(English MTV)

Creative & Innovative Collaborations in 2019:

Partnership with St-art India Foundation: Delhi Singapore Weekender (2019)

Partnership with Thomas Cook:Tarak Mehta TV Series

Partnership with Tripoto:7-part Webseries “Trails 2 Passion”

11

Activity

July Tier 2 City Hackathon

July Tier 2 City Roadshows

August Cruise Conclave/ Forum

August/ October MICE/ Cruise Webinars

Jan 2020 Registration for Tradeshow Participation

Trade Engagement FY 2019/2020

Product Update Roadshows FY 2019/2020 (TBC)

12

2019 (Note: Dates are subject to change)

NORTH & EAST SOUTH & WEST

8 July (Mon) Sri Lanka (Colombo)

10 July (Wed) Madurai

12 July (Fri) Kolkata Trivandrum

16 July (Tue) Guwahati Rajkot

18 July (Thu) Jalandhar Nagpur

2020

TBC Delhi (SATTE) Mumbai; Bangalore;Chennai

13

INDIA – READY FOR THE NEXT WAVE?Reaching & Engaging Indian travellers through Strong Partnerships & Leading Brands

TOURISM INDUSTRY CONFERENCE 2019 (PANEL DISCUSSION)

14

How can we sustain top-of-mind awareness in an increasingly competitive space?

What are some of the partnership and marketing opportunities for Singapore travel & hospitality businesses to get involved in?

1 2

RestrictedThese slides are property of STB and shall not be reproduced or distributed without STB’s written permission

Evolving India (2030)

India Economy & People (2030)• 10 trillion dollar economy, 60% from domestic consumption,

India will follow its own path and not mimic any other country

• India will be a richer, younger and more educated country

• Indian middle class – upper middle income from 61 mil households (2018) to 168mil (2030), high income – 8 mil (2018) to 29 mil (2030) – source World Economic Forum

RestrictedThese slides are property of STB and shall not be reproduced or distributed without STB’s written permission

Evolving India (2030)

Digitally united• A billion people on the internet, most of them on smartphones

• High consumption of Video Content

• Vernacular language will gain importance

• Consumer Voice and Views will dictate purchase decisions, rather than marketing and brand voice

• More attention grabbing technology at point of purchase

17

KEY MARKET TRENDS & OPPORTUNITIES• RISE OF THE AFFLUENT CLASS• INDIA’S DIGITAL TRANSFORMATION• EMBRACING THE VERNACULAR VOICE

RestrictedThese slides are property of STB and shall not be reproduced or distributed without STB’s written permission

Growing AffluenceThe Boston Consulting Group (BCG)’s “The New Indian, March 2017” reports that India is poised to become the world’s third-largest consumer market by 2025. Affluence will be much more widespread - the number of cities with more than 40% share of elite and affluent households is forecasted to increase from 0 in 2016 to 48 in 2025.

Source: The Boston Consulting Group – The New Indian (The many facets of a changing consumer)

India, 2016(0 cities with > 40% of elite and affluent households)

India, 2025(48 cities with > 40% of elite and affluent households)

Amritsar

Delhi

Jaipur

Kolkata

MumbaiPune

Lucknow

Bengaluru

Chennai

Chandigarh

Ahmedabad

18

Hyderabad

Coimbatore Kochi

Thiruvananthapuram

MaduraiTiruchirapalli

Elite Household: More than USD$30,800 per annum Affluent Household: USD$15,400 to USD$30,800 per annum*Tier 1 City: Population of more than 1 million** Tier 2, 3 & 4 City: Population of less than 1 million

Note: Cities listed are STB’s identified Tier 1 and 2 cities.

RestrictedThese slides are property of STB and shall not be reproduced or distributed without STB’s written permission

Growing Affluence will drive two key trends

Source: Visa Global Travel intention (GTI) Report, Mar 2018

INDIAN TOURISTS ARE SPENDING MORE

Average Spend of an Indian Traveller:

US$2,334

GLOBAL MEDIAN EXPENDITURE PER TRIP

US$1,793

21 Consumption of travel products and services expected to grow Increase in propensity to spend on travel

Source: Expedia/CAPA Report 2018

Average Spend of an APAC Traveller:

US$1,677

19

9.1 15.632.17.0

16.2

37.1

0.0

20.0

40.0

60.0

80.0

FY2005 FY2010 FY2015

Growing Population Base for Outbound Travel

Upper Middle Income High Income

Opportunities for STB India

• Market access/ penetration to leverage and maximise potential of Tier 2 cities

• Increase spends through marketing of “premium” offerings to the affluent visitors

RestrictedThese slides are property of STB and shall not be reproduced or distributed without STB’s written permission

India’s Digital TransformationIndia has been swept by the Digital wave since launch of the “Digital India” programme by its government. Demonetization of INR1,000 and INR500 bills (Nov 2016) has pushed country to become “less cash” society. India – likely to have 500 million internet users currently and approximately 850 million users by 2025.

20

Internet Penetration

Source: Morgan Stanley “Digitisation to boost India’s GDP”

Source: Internet and Mobile Association of India and consultancy Kantar IMRB

2010 2016 20258% 25% 55%

• 36% of India’s population will be millennials in 2020

• They will form: 61% of India’s internet base; 78% of online shopper base

Source: The Boston Consulting Group –The New Indian (The many facets of a changing consumer)

Millennials to drive the boom in India’s online consumption

Opportunities for STB India

• Adopt a mobile-first strategy when pushing content

• Targeted partnership with e-commerce industry players eg: e-wallets, transport apps , online retail platforms etc

RestrictedThese slides are property of STB and shall not be reproduced or distributed without STB’s written permission

Embracing the Vernacular VoiceDeveloping regional content is important to engage with the mass Indian audience. Though Hindi and English are widely spoken, a significant proportion of Indians communicate in other vernacular languages.

21

Source: Central Intelligence Agency -https://www.cia.gov/library/publications/the-world-factbook/geos/in.html

Hindi , 41.0%

Bengali , 8.1%Telugu , 7.2%

Marathi , 7.0%

Tamil , 5.9%

Urdu , 5.0%

Gujarati , 4.5%

Kannada, 3.7%Malayalam , 3.2%

Oriya , 3.2%Punjabi , 2.8%Assamese , 1.3%

Maithili , 1.2% Others , 5.9% HindiBengaliTeluguMarathiTamilUrduGujaratiKannadaMalayalamOriyaPunjabiAssameseMaithiliOthersNote: English enjoys the

status of subsidiary official language, but is the most important language for national, political and commercial communication.

Opportunities for STB India

• Undertake joint tactical marketing promotions with regional partners

• Leverage content on traditional media to encourage travel to Singapore

• Region-specific marketing activations, including consumer fairs and media platforms

22

TOURISM INDUSTRY CONFERENCE 2019INDIA – READY FOR THE NEXT WAVE

RestrictedThese slides are property of STB and shall not be reproduced or distributed without STB’s written permission

- across sectors as diverse as consumer research, television production, media planning and buying, marketing with retail at the core, activation, loyalty & analytics and business revival at market/store level.

- responsible for setting up new businesses & revising business across multiple verticals.

- current role is two-fold – drawing up the customer strategy for Future Group in India and building an asset monetization model (P&L responsibility) for the group.

23

Guest Panellist: Mr Madan Mohan MohapatraHead - Customer Strategy, Future Group

24

TOURISM INDUSTRY CONFERENCE 2019INDIA – READY FOR THE NEXT WAVE

RestrictedThese slides are property of STB and shall not be reproduced or distributed without STB’s written permission

- 2 leading advertising agencies, an international internet solution provider start-up, a leading asset management company (mutual fund), a bank, a national insurance company (life + general) as part of its original start up team

- currently leads the Marketing, Value Added Services Innovation and Service quality efforts of India’s largest integrated travel services Group that operates leading travel brands like Thomas Cook, SOTC, Sita, TCI, TC Travel and others in 25 countries across 4 continents.

- also a part-time writer/columnist and his articles, opinions and interviews feature in various Brand & Marketing forums, portals and publications

- among the "50 Most Talented CMOs of India" by the CMO Council and World Brand Congress and Campaign India's "A List" 2018 of the most influential Marketers in India among others.

25

Guest Panellist: Mr Abraham AlapattPresident and Group Head - Marketing, Service Quality, Value Added Services & Innovation, Thomas Cook (India) Limited

26

TOURISM INDUSTRY CONFERENCE 2019INDIA – READY FOR THE NEXT WAVE

Panel Discussion

Moderator: Mr GB Srithar

Regional Director, South Asia, Middle East & Africa

Panellists: Mr Abraham Alapatt

President and Group Head - Marketing, Service Quality, Value Added Services & Innovation, Thomas Cook (India) Limited

Mr Madan Mohan MohapatraHead - Customer Strategy, Future Group