Singapore, an evolving experience

Experience providers share their strategies for showing aspects of Singapore they feel visitors should not miss while here

Each of the finalists of the Singapore Experience Awards 2009 showcased a distinctive product that reflected why the Singapore Experience takes on a different meaning to different people.

Among the finalists was Darren Tan of World Express, whose company offers the “Singapore Runaround”, a half-day tour of the city, which was a finalist in the Best Travel Experience category.

“Singapore Runaround” is not just any half-day tour though. Said Darren, “We offer people a different way of experiencing the city.” They assign a maximum of 10 visitors to one guide in any group, and give them a survival kit containing Tiger Balm ointment, a fan, water and coins. They then get around the city by different means – on foot, by train, and even by trishaw and bumboat.

So popular is the product that it’s endorsed by three of the top cruise companies in the world which World Express works with when they stop over in Singapore – Crystal Cruises, Regent Cruises and Oceania Cruises.

For Darren, the Singapore Experience is one in which the visitor is truly immersed “in a real experience and in an authentic environment.” He sees it also as one that is constantly evolving.

“We are becoming one of the real capitals of the world – not the exotic Far East – but one of the must-see capitals like London and New York with the buzz and energy of a real city hub,” he enthused.

Transforming the Singapore Experience

Joleena Seah, Director of Communications at Shangri-La Hotel, Singapore, also shared with P@ssport how she viewed the “Singapore Experience”. Shangri-La Singapore was a finalist in four categories: Best Hotel Experience; Customer Service – Hotel; Best Business Event Venue Experience; and Best Business Event Service Experience.

To Joleena, the Singapore Experience is one that embraces the three elements of the city – the different cultures, its cosmopolitan cityscape and nature. “Where else can you find these three things in one place?” she said. “We have a bit of everything.”

If she were to take a visitor around Singapore, the three things she would like him/her to experience would be food, the Night Safari and shopping. “Not High Street fashion shopping, but fun shopping like in Haji Lane, Arab Street, and Katong.”

Like Darren, she sees the Singapore Experience as one that is constantly changing. “The fact that every year there is something new, that’s exciting.”

Suntec Singapore International Convention & Exhibition Centre - a finalist for Association Conference of the Year, and double award recipient of Best Business Event Venue Experience, and Most Innovative Marketing Initiative (Business Events) – also strives to constantly customise its offerings to international delegates, depending on their objectives, said Anjna Nihalani, its Director of Marketing and Communications.

For Michelle Wan, Director of Communications at the Ritz-Carlton, Millenia Singapore, Best Hotel Experience award recipient, the Singapore Experience is one of transformation and the best place to see it first-hand is from the Club Lounge at the hotel.

“We take our guests there to see for themselves what’s changing around us – Marina Bay Sands™ , the new Botanical Gardens (Gardens by the Bay), the city reservoir (Marina Barrage) – and they are really amazed by the changes.

“For our business guests, it’s a chance to see the business opportunities they could have in Singapore during this time of phenomenal transformation.”

The three things Michelle would ensure every visitor experiences would be: One, see the transformation; two, visit the National Museum of Singapore and learn about Singapore’s 700-year history; and three, visit the Peranakan Museum and Mint Museum of Toys – the former which is a world-first and the latter which showcases the quirky and creative side of Singapore.

Both Michelle and Anjna welcome the new format of the awards this year which recognises experiences rather than just products or services. “It is about producing the right experience for every organisation and every visitor. This makes you take a step back and see how you can be more innovative and creative,” said Anjna.

Affirming this, Michelle said, “It is not just about service delivery, but it also affects processes by human resource to motivate every employee to ensure that the guest is delighted at every touch point.”

Michelle also believes the process of having organisations provide self-submissions “makes us think about the criteria and gives us new benchmarks to think about.”