Agents go far for Far East

Agents go far for Far East

Singapore-based Far East Hospitality is thrilled with the results of its latest campaign launched to market via travel agency groups in Australia.

Inviting Australians to “live like a local” the campaign, which is yet to launch to consumers, has already heralded record bookings for the hotel group through business from Helloworld and Flight Centre, chief executive, Arthur Kiong told Travel Weekly during a brief visit to Sydney last week.

“This year we’ve got more Australians on the books before the start of the campaign, than compared with the entire last year when it ran. It’s surpassed numbers,” Kiong said.

Australian business has grown significantly for FEH according to Kiong, now representing 8-9% of the group’s total earnings and its number one long haul international market.

The success of the new campaign, which provides visitors with public transport tickets to urge tourists to go beyond the hotel to explore the city’s hawker food stalls – again with vouchers provided – Kiong says, was “stumbled upon” resonating with Australians’ “aesthetics without ostentation”.

“Our products are focused for the mid tier market and provides good value, so we hit it right with good value,” Kiong said.

The company’s “Far more Perks”, promotion has also “done well” according to Kiong, which includes access to an airport club lounge upon departure.

“In a nutshell what we’ve done is show travellers that Far East gives you much more. Far more to shop, explore the city and enjoy perks all the way to the airport,” Kiong said.

“Your purpose is not to stay in the hotel, it’s to enjoy the destination, and has resonated with Australian travellers.”

Kiong said 2016 is expected to be an even bigger year, following the opening of properties in Kuala Lumpur and Singapore.

While numbers to Singapore increased with a spike in 2008-12, growth in tourism has gradually declined in more recent years.

“We’ve got the hotel rooms, just need to bring in the tourists,” Kiong said.

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