Sentosa Development Corporation triumphs in Tourism category at SBR National Business Awards 2024

It revolutionised the visitor experience on Sentosa Island through strategic product innovation and digital enhancements.

Sentosa Development Corporation (SDC) has significantly redefined the tourism landscape, earning recognition in the Tourism category at the SBR National Business Awards 2024 for its transformation into a seamless, unified experience through product innovation and digital enhancement. This ambitious initiative marks a pivotal shift in how guests experience the multifaceted offerings of Sentosa, a premier resort island off the Southern coast of Singapore, renowned for its diverse attractions and averaging an annual visitorship of 13 million.

SDC's comprehensive oversight of a multi-tenanted portfolio, including Resorts World Sentosa, world-class golf courses, numerous attractions, hotels, F&B outlets, and key festival events, presents unique challenges. These include managing unpredictable weather conditions, disparate ticketing systems, and effectively marketing experiences to both international and local guests. Addressing these challenges, SDC has embarked on a transformative journey, leveraging product innovation and digital solutions to enhance guest experiences across its sprawling ecosystem.

The journey towards transformation was catalysed by identifying core challenges such as fragmented guest experiences, cumbersome manual processes for ticketing staff, disintegrated backend systems, and the complexity of managing a wide range of products and promotions. These issues underscored the need for a unified approach to streamline operations and improve the overall guest journey.

SDC's response to these challenges was twofold: focusing on product innovation and digital enhancement. Product innovation involved aggregating and developing over 642 products across six verticals, catering to a global audience with diverse needs. Notable amongst these efforts is the introduction of Sentosa Discovery Passes, which offer a single QR code for multiple experiences, providing guests with unprecedented flexibility and convenience.

Parallelly, digital enhancement efforts led to the creation of a Reservation Portal with API integration, facilitating a streamlined online-to-offline guest journey. Features such as straight-to-gate admission and an Advanced Itinerary Planner and Token Checker have significantly enhanced guest convenience by minimising ticket exchanges and providing integrated tools for planning and managing visits to Sentosa.

Looking ahead, SDC is committed to further enhancing the Sentosa experience through initiatives such as the Sentosa Islander programme, mobile app enhancements, integration of Customer Relationship Management (CRM) systems, and leveraging AI and Data Analytics. These efforts aim to personalise guest experiences, improve sales conversion rates, and extend the range of services offered, ensuring Sentosa remains a leading destination for leisure and discovery.

The Sentosa-CRM integration and AI-driven recommendation engines exemplify SDC's commitment to utilising cutting-edge technology to personalise marketing efforts and enhance guest satisfaction. Furthermore, plans to revamp the B2B portal will ensure that international visitors enjoy a seamless Sentosa experience, regardless of their booking channel.

The impact of these transformative efforts is evident in the significant improvements in guest satisfaction, operational efficiency, and commercial value delivered to tenants. The introduction of the Reservation Portal, for example, has led to a 175% increase in adoption and a 50% reduction in manual amendments, demonstrating the effectiveness of SDC's digital initiatives.

SDC's recognition at the SBR National Business Awards 2024 celebrates its innovative approach to enhancing the Sentosa experience through digital transformation. By continuously iterating and improving its digital offerings, SDC is setting new standards in the tourism industry, ensuring that Sentosa remains a destination where discovery never ends and every visit is a seamless, delightful experience.

The SBR National Business Awards is presented by Singapore Business Review Magazine. To view the full list of winners, click here. If you want to join the 2025 awards programme and be acclaimed for your company's exceptional contributions to the local business landscape in Singapore, please contact Jane Patiag at [email protected].