SINGAPORE’S INTEGRATED RESORTS: AN AFTER-PANDEMIC MARKETING STRATEGY ATTRACTIVENESS AND INNOVATIONS TO ATTRACT MORE INDONESIAN VISITORS

• Main Author: Abigail Kamilia, Zalva
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/74327
• Institution: Institut Teknologi Bandung

Integrated resorts in Singapore have become an iconic destination for Indonesian travelers due to their diverse entertainment, accommodation, and dining options. However, the recent pandemic has had a significant impact on the revenue of Marina Bay Sands and Resorts World Sentosa. To address this issue, an academic research project has been initiated, which involves conducting in-depth interviews with high-income Indonesian travelers to explore the potential of the Business of Integrated Experiences approach. The research aims to identify three areas of innovation that can help sustain and grow the revenue of these integrated resorts. The first area is “Things to Maintain,” which involves identifying the existing elements of the resorts that are successful and need to be retained. The second area of innovation is “Things to Leverage,” which focuses on identifying the resort's strengths that can be utilized to enhance customer experience. The third area of innovation is “Things to Develop,” which involves identifying new experiences and offerings that can be introduced to attract and retain customers. With the pandemic, customers are more cautious about their travel choices and seek more health and safety measures. Therefore, the research aims to explore how the resorts can develop new offerings that prioritize customer health and safety while still providing a unique and memorable experience. For instance, the resorts can develop new outdoor activities, such as nature walks, cycling, and water sports, to offer customers a refreshing and healthy experience. The Business of Integrated Experiences approach is an innovative approach that focuses on creating a holistic experience for customers by integrating various elements of the resort. This approach aims to provide customers with a unique and memorable experience that will encourage them to return and recommend the resort to others. The research aims to explore how integrated resorts can apply this approach to enhance their offerings and attract more customers in a post-pandemic world.