These include experiences and offers rolled out by prime tourist destinations. For example, Sentosa’s Siloso Beach will return with Feast at Sentosa – Sentosa Grillfest; Celebrating Singapore Food Festival at AccorHotels will see the group’s properties roll out limited-edition menu items at its in-house restaurants; and Changi Airport will introduce local-inspired offerings at its FB merchants such as Krispy Kreme, Crystal Jade La Mian Xiao Long Bao and Duty-Free Singapore.
“We want to raise awareness among the public that we have restaurants, not just hotels. We have over 40 restaurants across our hotels, of which eight are participating (in SFF),” d Sng Ju Stephanie, cluster director of digital marketing, loyalty partnership, Singapore, AccorHotels.
The trade players’ participation in SFF will also help market the event to the international guests, especially those staying at AccorHotels’ properties, STB’s director, retail dining, experience development group Ranita Sundra remarked.
She explained that SFF’s success has benefitted its partners so much that they have repeatedly returned to collaborate, and this has drawn even more applicants during the event’s open call.
Sundra added: “We’ve seen the number of tourists coming to this event increase in certain markets. This year, we’re focusing on three markets – Thailand, Vietnam and the Philippines – who are willing to spend on FB (in Singapore). We work closely with our regional offices to try and draw these people to SFF.
“In the past, SFF was very much a local event. We believe we’ve grown the branding locally and now, we’re going to start trying to bring in more visitors during this period.”