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How Age-Friendly is Singapore Tourism Board - case study

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Older people represent an important group of Singapore’s visitors. Five million visitors aged 45+ visited the country in 2014. Half of all visitors from the UK were of this age.

But how well does Singapore Tourism accommodate the needs of older visitors? We apply the AF Brands audit tool to evaluate the Age-Friendliness of several aspects of the tourist customer journey.

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How Age-Friendly is Singapore Tourism Board - case study

  1. 1. How Age-Friendly is Singapore Tourism? An audit using the free AF Brands app June 2016 © Age-Friendly 2016
  2. 2. Travel & Tourism is critically important to the Singapore economy, contributing around 10% of GDP in 2015. Older people represent an important group of Singapore’s visitors. Five million visitors aged 45+ visited the country in 2014. Half of all visitors from the UK were of this age. The global window to inbound Singapore Tourism is the board’s website ‘YourSingapore” described as being an: ‘innovative and intelligent platform that invites visitors to make their virtual experience in Singapore a reality’. In addition to the web site there are several Visitor Centres in Singapore. Using the free version of the AF Brand app we evaluated the quality of the customer experience when visiting the YourSingapore web site and the main tourist office in Orchard Road, Singapore. Here are the results ….... © Age-Friendly 2016
  3. 3. This analysis was done using the free AF Brand app downloaded from iTunes An overall score of 2.9 is poor and would have been even worse had it not been for a high score for ‘Support’. All of the other customer experiences had significant problems that suggest that little account had been taken of the needs of older visitors. SUMMARY RESULTS AVERAGE SCORE 2.9 Customer Experiences © Age-Friendly 2016
  4. 4. © Age-Friendly 2016 The staff at the tourist office provided a high quality of face-to-face help. Their attitude and manner of engagement with visitors was excellent. Some were themselves of mature age meaning that they could relate better to the needs of older visitors. Things that worked well
  5. 5. Older people often use the search feature on a web site to locate the content they require. This web site provided limited functionality and poor colour contrast of the search results. Things to improve © Age-Friendly 2016
  6. 6. Access to social media is important but it dominated this web site. For many older people it is not an important feature. The menu structure was poorly organised with little use of goal orientated navigation. The site contained overly complicated features that were more likely to confuse than assist the user. Things to improve © Age-Friendly 2016
  7. 7. ! Easy press sliding glass door entry from the street, but steps and no rails makes access difficult for those with mobility issues. ! The centre required visitors to walk up steep steps to the second floor. ! ! Things to improve © Age-Friendly 2016
  8. 8. Seating for guest officers but not for visitors! Things to improve © Age-Friendly 2016
  9. 9. Singapore Insider is almost incomprehensible for older eyes and minds. Little or no consideration given to the needs of older visitors either in the content or the design. ! Things to improve © Age-Friendly 2016
  10. 10. Older people are an important part Singapore’s tourist industry. The digital and physical assets that support the Singapore Tourist Board brand are of a high quality BUT show little evidence of being designed to take into account the physiological needs of older tourists. The brand would greatly benefit from a detailed audit of all of the customer touchpoints. The bottom line ….good staff attitude to older people.... ….nothing in the web site design suggests the need of older people have been taken into account... ….the physical location of the tourist offices and their design is not age-friendly... © Age-Friendly 2016
  11. 11. About the AF Brands Tool © Age-Friendly 2016 The free version of the AF Brands iPad app evaluates a customer journey through the prism of ageing. The customer journey includes the touchpoints associated with the sales channel, the product, all aspects of digital communicaEons, markeEng communicaEons and post sale support. Click to watch the introductory video: Visit our website to learn more about the app: Go to the iTunes download page:
  12. 12. The book that inspired the software - Marketing to the Ageing Consumer www.age-friendly.com Contact us: enquiries@age-friendly.com © Age-Friendly 2016

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