Trip.com Group has unveiled its Asia Live Streaming Centre in the company’s Bangkok office in Thailand, which will facilitate daily content to showcase Thailand’s tourism offerings.
The launch of the Asia Live Streaming Centre marks a significant expansion of Trip.com Group’s content marketing strategies. It aims to bring the best travel inspiration and deals to adventurers via live-streaming, revolutionising the way partners and consumers connect to boost the tourism industry.
The centre will serve as the group’s regional hub, broadcasting daily content in Thai on the social media channels of Trip.com Thailand in the first phase, and subsequently in English for international audiences.
Trip.com Group plans to partner with hotels, local attractions and businesses in Thailand to showcase various travel products and deals. The live-stream will focus on high-quality products, including the offerings listed on our Trip.Best, a ranking list on Trip.com that enables global travellers to select the best experiences a destination has to offer.
The live-streaming content will also increase exposure and provide additional sales channels for business partners, complementing the group’s existing marketing initiatives such as mega sales, exclusive collaborations with social influencers in Thailand, food tourism campaigns – all as part of a comprehensive, one-stop marketing solution.
Promotions for Trip.com’s double-digit mega sale campaigns on September 9, November 11, and so on, will be featured in the live-stream. The group intends to bring the live-stream content to its Trip.com sites in the South-east Asia region, with rollouts targeted for 1Q2025. The long-term goal is to expand this live-streaming initiative to other markets where the format continues to gain traction.
Bo Sun, chief marketing officer, Trip.com Group, shared: “The new live-streaming centre aims to capitalise on Thailand’s active social media user base and status as a top travel destination in the region. The move has the potential to elevate travel in the Asia region to new heights, as we leverage the power of live-streaming to engage with passionate travellers.”
As Aloft Singapore Novena crosses into its second year of operations this September, a focus on enriching guest engagement and experience through local connections has taken shape. Plans include strengthening its ongoing Live@Aloft signature music event that pledges to support local singers and songwriters and curating programmes that highlight the neighbourhood’s rich heritage.
General manager Tan Kim Seng told TTG Asia: “Enhancing our weekly hotel signature programme, Live@Aloft, will not only serve as a platform for emerging talent, but also provide a unique and evolving experience that resonates with our guests.”
At the same time, he intends to leverage on the hotel’s address in “a very Singaporean locale” to infuse “flavours of the community” into future guest programmes.
Tan sees possibilities of hosting events that introduce guests to Singapore’s cultural events, traditions and community lifestyle as well as connect travellers with residents around the area for authentic interactions.
“Through various collaborations and events in the pipeline, we aim to offer an authentic, hyper-local experience that appeals to both locals and tourists, ensuring that every stay at Aloft Singapore Novena is memorable and meaningful,” he stated.
By creating events that involve local merchants, artisans and people living in the neighbourhood, Tan believes that the hotel also fulfils its responsible and sustainable tourism development agenda.
At the same time, crafting a uniquely local experience at Aloft Singapore Novena also grants the property differentiated ammunition to compete against hotels in the prominent city centre areas.
Tan explained: “We are a lifestyle hotel that is hip and alive, and our market comprises people who want to experience the destination and the local community.
“We are in this flavourful part of Singapore, where locals come for their daily coffee and toast, and favourite chicken rice, bak kut teh (pork ribs soup) and old-school coffee blends sold in shops that have been around for generations. The mix of shops along these long streets are eclectic, from home tiles and furnishing to traditional cakes and foodstuff. There is the Sun Yat Sen Nanyang Memorial Hall just next door to our hotel, and we have the Balestier Heritage Trail (set out by the National Heritage Board) on our doorstep.
“We have so much to offer right on the edge of the city centre, which also means guests enjoy prices that are a lot more accessible than what they would be charged in the prime city areas.”
He said the hotel strove to keep prices accessible to both travellers and locals. For example, a National Day special four-course set meal for two at the hotel is priced at S$59++ (US$45), with dishes comprising premium seafood. Regular set lunches are priced from S$26 per person. Dining deals are updated regularly, and are loved by residents in the area.
He acknowledged that Singapore’s destination marketers have taken the right approach to “addressing cost concerns by emphasising value and quality experiences”.
“In today’s competitive global market, travellers are increasingly looking for unique, immersive experiences that justify their spending. By highlighting Singapore’s rich cultural heritage, world-class attractions, and innovative dining and entertainment options, we can position the city not just as a destination, but as an experience that offers exceptional value for money,” Tan stated.