Singapore Tourism Board (STB)
SINGAPORE – Shaping the customer journey of Vietnam incentive outbound travel
Year: 2022
Challenge
Thanks to the outstanding development of the economy in recent years, the demand for Vietnam’s incentive tourism market has grown significantly. Incentive travelers are also an important market that the Singapore Tourism Board desires to move to a new stage. However, the segment of corporate incentive customers in Vietnam is a special segment, as the service decision makers are completely different from service users. Therefore, the question is how to effectively reach and exploit this specific audience as well as identify the key points in the decision-making journey of the target customer segments.
Approach
With the goal of helping the Singapore Tourism Board identify the buying journey and experience of Vietnam's outbound incentive travel, based on the specific characteristics of the Vietnamese incentive market, we have determined to model the journey of Vietnamese customers through in-depth interviews (IDIs) with representatives of large travel businesses that are directly exploiting the outbound incentive market.
Insight
The data collection is based on the synthesis of the content from the in-depth interviews with businesses directly serving the incentive travel market. The result has helped Outbox's expert team to provide Singapore Tourism Board a comprehensive picture of the potential customer market segments, the process of organizing promotional trips for each, the factors affecting the destination choice or trip of each segment and typical characteristics of a promotional trip of the Vietnamese tourist market. All serve as a solid foundation for the Singapore Tourism Board to develop approach strategies and optimize the customer experience to create distinct competitive advantages.
Outbox’s experts also made a conclusion and identified the Khanh Hoa’s accommodation market with forecasts about their future opportunities and risks in general.
