Singapore’s music scene is booming! With chart-topping artists drawing in record-breaking crowds, the city is becoming a magnet for music fans across South-east Asia. This surge in concertgoers presents a golden opportunity for hotels to transform themselves into more than just a place to sleep. By creating immersive experiences that cater directly to the concert buzz, hotels can not only fill rooms but also turn these temporary guests into lifelong fans of their brand.
Coldplay’s six sold-out shows in January at Singapore’s National Stadium was the first major music event of 2024, drawing thousands of fans across the region. The concert series is the start of what is expected to be an incredibly strong year for international arrivals to Singapore. International arrivals in January 2024 were 1.44 million people, a 54.2 per cent increase from last January (0.93 million); however, it is still down from the pre-pandemic high in January 2020 by 14.79 per cent (1.69 million).
While Coldplay set records for the number of tickets sold in a single day and was the first to play six nights at the National Stadium, Taylor Swift’s sold-out shows in March took the city-state by storm, as 22 million people vied for the 300,000 available tickets.
These performances are massive opportunities for hotels to shine, as the occupancy rates reached 72.8 per cent during the Coldplay performance dates and 88.7 per cent during Taylor Swift’s Eras Tour, the highest level since mid-June 2023. When musical events come to Singapore, it is not only the fans that benefit but the entire hospitality sector.
With more A-list artists, including Bruno Mars, scheduled to come in 2024, hotels and restaurants cannot be passive in their approach but must capitalise on the opportunity to create unique experiences, special packages, or collaborations.
Creating experiences that resonate with music fans
Hotels should curate immersive branded hotel rooms that stream the performer’s music and have specialised lighting, wall art, pillows, throws, amenities, and other items unique to the event and transportation to the venue. Ideally, this would also include tickets to the concert, access to exclusive events, meet-and-greets, backstage tours, or the ability to listen to new musical tracks before public release.
Outside of the guestroom, hotels need to create specialised events and spaces throughout the property. The lobby should offer themed drinks, including non-alcoholic and alcoholic versions named to either the tour or popular tracks, and merchandise tables with posters, shirts, and albums. The restaurant should have specials catering to the fans and the dietary restrictions of those flying in for the event.
The pool should include themed pool towels and music; the bar should include either a cover band or karaoke; the spa should have packages including glittery nail polish for younger fans and themed manicures for everyone else. The hotel must create the feeling that the musical event is happening at their hotel at every turn.
Go beyond the hotel room
Off-property, the hotel should partner with other companies to create unique experiences, as the guest spending outside of the price of the concert ranges between four to five times what they paid for the ticket; there are ample opportunities for shared revenue partnerships.
Hotels could work with Universal Studios Singapore to provide Universal Express and branded event merchandise and get up and close with the animals at the Singapore Zoo; themed night safaris or aquarium tickets can increase sales, bring together like-minded individuals in town for the performance, and create a lasting memorable experience.
Capitalising on the significant music events playing in Singapore can boost the hotel’s bottom line and create lifelong memories that the guest will look to recreate when their favourite musician plays on the subsequent tour. It is not enough to only increase the room prices to match demand; it must include value-added products, services, and even bespoke packages they could only get if they stay at the property.
Crafting different levels of packages and external partners that can be easily modified for the specific group or performer will ensure that hotels can launch the package immediately when a particular tour is announced. Hotels must diversify their packages and rooms to become the ideal location for those flying in for the event.
Six tours – out of 700 – have emerged winners in the Deeper into Hong Kong: Creative Itinerary Design Competition, which seeks to identify creative ways to showcase Hong Kong to travellers.
The competition, jointly organised by the Tourism Commission and Travel Industry Council (TIC), featured six contest themes and attracted 700 entries put forward by 135 travel agents. Tour ideas that entered into the competition included camping at fish farm in Sai Kung, peace bun workshop on Cheung Chau island, and a boat trip to see unique rock formations in the Hong Kong Geopark.
Amid stiff competition, the six tours that claimed the top prize in each theme were: Going Far Far Away – Exploring the enchanting Sha Tau Kok, Lai Chi Wo and Mui Tsz Lam by Walk in Hong Kong; Fun Water Adventure: Sai Kung Star Gazing and Marine Exploration by NDS Travel; Legacy of Joy: Cheung Chau Cultural Tour by Pok Yat Travel Company; HK Pop Culture: 100% Hong Kong by HR Travelling; Journey Through National History: A Story of History and Tong Lau by Toudays Travel Technology; and Unconventional Journey: 2-day Hong Kong Urban Legends Tour by Ambition Travel.
The winners not only took home a prize, but their winning tours also earn listings on the websites of both Hong Kong Tourism Board and TIC to attract enquiries and bookings.
Gianna Hsu, chairman of co-organiser TIC, said: “We encourage travel agents to design quality in-depth tours of distinct themes that display the east-meet-west culture and different faces of Hong Kong. Such tours will enhance the city’s competitiveness and lengthen visitors’ stay duration.”
Hsu noted that the competition attracted a wide range of agents, in addition to familiar players.
Commenting on his winning entry, Paul Chan, CEO and co-founder of Walk in Hong Kong, told TTG Asia: “Only a million out of seven million people in Hong Kong have been to Sha Tau Kok. The overnight tour promotes insightful experiences via interaction with villagers through workshops, guided tour, and activities.”
Kenji Tsang, outbound and inbound department manager of Ambition Travel, hoped that his winning tour would allow urban legends to remain with more generations to come, and entice young FITs to join guided tours while in Hong Kong.