travel concierge
Post on 20-May-2015
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go.local (SG Edition)
Team Member NamesHo Yi ChuenLee Hsiao Wei (Sean)Low Gin ShiBalaji
Travel Concierge
Each year, millions are invested in Singapore tourism.
Tourists are still not getting a ‘local’ experience.
I’ve lived in Singapore for 3
years, I am only beginning to
discover the places.
- ClaytonSingapore is about the club
scene in Clarke Quay,
and shopping in Orchard.
There’s nothing unique here.
- Yudi
What tourists really looking for?
Tourists are looking for a local experience.
While there are plenty of well known attractions, they
want local-flavoured recommendations.
Local Experience = Unique Travel Experience
Travel agents, local day tours,
Extensive travel guides apps, guides and sites
Does not expose the “long tail”of local experience.
.
.
From official mega attractions to… …
.
St Patrick’s day 2012 Singapore
Serendipitous local Experience
Beaulieu House, Sembawang Park
From official mega attractions to… …
Location-based recommendation
Contextual crowd-sourced
itinerary
Ease of sharing travel
experience via social media
Experience in 3 easy steps
Nearby or Islandwide?
‘Nearby’ Screen Flow
Review / Travel log creation screen flow
Crowd-sourced reviews
Local Event Notifications (Location-based)
Review / Travel log creation screen flow
Sponsored listingsMerchant Deals
Social-shared travel logPOI Reviews Visitors
Crowd
-sou
rce
Locals
cont
ent
Local recommendationsReduce resources
Preserving local cultureSupport local businesses
Summary
What needs to happen to make this project a reality?
• Make available subsidized/sponsored mobile data access
• Build / leverage existing reviews of Places of Interests
• Strong incentive mechanism for locals to post reviews
Any partnerships or more data needed?
•Datasets required: OneMap Places of Interests data, One Map @ SG,
LTA Bus Stop Code and Locations, SMRT Bus Information and Routes,
SBS Transit Bus Information and Routes.
• Bank tie-ups for merchant deals
• Potential collaboration with STB
Next Steps
Credits & Contacts
Team leadName: Low Gin ShiNumber: 9146 8945Email: futurist@rocketmail.com
Team members:Ho Yi ChuenLee Hsiao Wei (Sean)Balaji
Appendix
Next Steps
Sign-off;Focus group research and
feasibility timeline
Development (Application /
Content Development)
Content Population / Focus group
testing
Launch of“Go Where, Singapore?”
Launch of“GoLocal – Singapore”
Jul to Sep 20123 months
Oct to Dec 20123 months
Jan to Mar 20133 months
Apr to May 20132 months
Jun 2013
Development Timeline
X
X
X
Competition
Source: STB 2011, Nielsen 2011, go.local Team Analysis
Total: 13.1m
3G exposure at home and
adoption in SG
> 2 days stay
Share of adoption
1 in every group of 3
45% x 70%
40%
33%
20%
x
x
x
2011 Visitors
80k users
60% Pre-trip
conversion!
Better experience for 80k
Singapore App usage
own smart phone
downloads app last month
50%
30%
Total: 5.1m
x
80k users
Market Sizing
5%%
x Share of adoption
Marketing Activities
• “How local are you?” Challenge
• Google Adwords and Contextual Targeting
• Airlines inflight magazines
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