How Is Singapore Promoting Herself as a Luxury Destination and What Can Be Better Done to Meet Future Trends?

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How is Singapore promoting herself as a luxury destination and what can be better done to meet future trends?

1. Defining Luxury Tourism
2.1 Luxury Travel Sectors
According to International Luxury Travel Market (ILTM), the luxury travel sector is characterized by uniqueness and brand imagery. Uniqueness is the fusion of quality, creativity and a reputable culture of knowledge, skill and expertise while brand imagery is the emotional communication that one feels with the image associated by the products.

2.2 Luxury Travel Organizations
There are mainly four significant components that make up a luxury travel experience – Accommodation, Transportation, Experience and Travel Agents.
1.2.1Accommodation
Accommodation is perhaps the most significant element of a holiday, and in the luxury sector, accommodation is categorized into three distinctive sectors – City Hotels (classic luxury hotels, boutique hotels), Resorts & Spas and Vacation Ownership properties and Self-Catering Accommodations.

1.2.1.1City Hotels
A city hotel is found in the urban setting of a city, where it is of close proximity to transportation systems, restaurants, retail and entertainment outlets. Some examples that we have of classic luxury hotels would be The Ritz-Carlton Millenia, Shangri-La Hotel Singapore, and Four Seasons Singapore; while boutique hotels would be The Scarlet Hotel, Naumi Hotel and Hotel Fort Canning.

1.2.1.2Resorts & Spas
Resorts are mostly found in areas of lower population density as compared to their city hotel counterparts, and generally sprawled across a wide area. Resorts also offer extensive recreation activities, distinguishing them from standard hotel leisure facilities such as swimming pools, fitness center. The focal point of staying at a resort would be the recreation activities, taking advantage of the climate and natural settings. For example, The Sentosa Singapore lounges over 27 acres of lush greenery and offers golf, outdoor spa pavilions, outdoor badminton and volleyball courts. Another example would be Shangri-La’s Rasa Sentosa Resort Singapore that houses a Sea Sports Centre, together with The Flying Trapeze and Rock Wall, giving guests an opportunity to be a flying acrobat and try their hand at rock climbing respectively.

1.2.1.3Vacation Ownership & Self-Catering Accommodation
Vacation Ownership allows one to purchase vacation properties in either daily or weekly intervals or on a points-based system. Each unit is sold individually and varies according to a mixture of factors, from its location and season to its size and the amenities available. By acquiring the unit, one gets to take a ‘lease’ on the property for a period of days or weeks, for a specific timeframe that could range from 5 years to a lifetime. There are also maintenance fees for maintaining common grounds and the units. Some examples would be Hilton Grand Vacations, Marriott Vacation Club and Starwood Vacation Ownership.

Self-Catering Accommodation is defined as a lodging that has facilities required for one to cook their own meals, and the establishment will not provide meals during the stay. In Singapore, there is a range of apartments from budget (Far East Plaza Apartments) to mid-market (Regency House, The Newton Residence) to luxury (Orange Grove Residences).

1.2.2Transportation
With accommodation being the heart of a holiday, transportation, no doubt, is the soul of travelling. For Luxury Travel and Tourism, there are four sectors of transportation – Airlines’ First and Business Class, Private Aviation, Cruise and High-End Train Travel.

1.2.2.1 Airlines’ First and Business Class
With our national carrier, Singapore Airlines, being the world’s most awarded airline, we have to uphold a certain standard of service to maintain our position in the forefront of the aviation industry. Singapore Airlines offers First and Business Class, as well as Suites....
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