Royal Caribbean in Multi-Million Dollar Singapore Deal
Royal Caribbean International has signed a first-ever multi-million dollar marketing collaboration with the Singapore Tourism Board (STB) and Changi Airport Group (CAG) to promote cruising out of Singapore and, in turn, attract the cruise line's largest number of overseas fly-cruise guests to the nation.
The tripartite collaboration – which runs between 2015 and 2018 – is estimated to pull in over 170,000 overseas visitors to Singapore to sail on Royal Caribbean’s cruises over that period, resulting in a projected growth of over 50 per cent.
This will be done via a series of marketing campaigns, research studies and channel development activities, such as partnerships with the media and trade, in markets not only within Asia such as India, Indonesia, Malaysia, the Philippines, China, Hong Kong, Japan, Korea and Taiwan, but also beyond the region in Australia, Europe and North America.
Royal Caribbean also plans to increase its number of sailings from Singapore during this period to over 40 a year.
Currently, the cruise line’s 3,807-guest Mariner of the Seas makes around 30 voyages annually. Its next Singapore season which will be the largest ever, starting from this October, will feature more long cruises of seven to 15 nights, aimed at attracting more overseas fly-cruise guests.
Sean Treacy, Managing Director, Singapore and Southeast Asia of Royal Caribbean Cruises said: “Having deployed ships here regularly for the last seven years, Royal Caribbean now looks forward to its next phase of significant growth in Singapore. Our three-year deployment plan is our strongest commitment ever to this market and we see great potential in Singapore as a source market and regional cruise hub.”
Projected to generate over $100 million in tourism receipts, the collaboration with Royal Caribbean contributes substantially to Singapore’s cruise industry, with an estimated compounded annual growth of five to eight percent in throughput over the next three to four years. With the cruise industry already generating more than $500 million in direct spendingi in 2013, this development promises a further injection of significant economic impact into Singapore.
With more than 25,000 islands, Southeast Asia is an ideal cruising destination for travellers seeking to discover multiple cultures and new experiences in a warm, tropical year-round climate. The region appeals particularly strongly to Asian travellers due to its close proximity to home, with eight in 10 who have never cruised before expressing interest to embark on a cruise vacation within Southeast Asia.
Providing a link between Royal Caribbean International, Singapore and its regional neighbors is Changi Airport’s strong connectivity to 320 cities worldwide, along with some 6,700 weekly flights, giving Singapore a strategic advantage to effectively tap fly-cruise traffic from across the globe and serve as a cruise hub for Asia.