Overview
Singapore has long been recognised as one of Asia’s most dynamic and attractive destinations, known for its rich cultural mix, vibrant culinary scene, and world-class attractions. But in today’s highly competitive travel landscape, even iconic destinations need to work harder to capture attention and convert interest into bookings.
Singapore Tourism Board (STB) wanted to inspire travellers at scale across Europe and Asia while keeping their messaging relevant, timely, and impactful. To achieve that, we focused on three key objectives:
- Grow awareness of Singapore among our 160 million monthly users.
- Inspire travellers with experiences and attractions most relevant to them.
- Drive flight bookings and boost overall visitation.
Solution
Using first-party data for precise targeting
One of Skyscanner’s biggest strengths is that 51% of our travellers come to our site without a specific destination in mind. That means we have a real opportunity to influence their decisions and shift travel intent, driving incremental growth.
Smart targeting was at the core of our campaign. Using Skyscanner’s first-party data and machine learning, we identified high-value traveller segments; those searching for destinations similar to Singapore or open to new suggestions. This expanded the campaign’s reach beyond audiences already considering Singapore.
Our model analysed live behaviour across markets to identify where intent was strongest, then automatically directed budget towards those segments and routes showing the highest potential. This dynamic, data-led approach allowed the campaign to connect with travellers considering both short- and long-haul trips, ensuring that every message felt timely, relevant, and aligned with their planning behaviour.
Tailoring journeys and cultural relevance at scale
A key driver of this campaign’s success was how deeply tailored it was to each audience segment. By combining STB’s audience profile data with Skyscanner’s own traveller motivation insights, we developed localised creative variants that spoke directly to the interests of each unique segment. This ensured that Singapore’s story was always told in a way that felt both authentic and relevant. The creative strategy positioned Singapore as a destination full of possibilities. Key themes included:
- Food & Culture: Showcasing Singapore’s rich culinary scene and diverse heritage.
- Iconic Landmarks: Marina Bay Sands, Gardens by the Bay, and more.
- Unique Experiences: From urban adventure to family-friendly attractions.
We also applied our A/B testing methodology to uncover which passion points resonated most with each audience segment. Based on these insights, we optimised in real time, shifting budgets towards the best-performing creatives and fine-tuning the campaign for maximum efficiency and impact.
Full-funnel storytelling all in one ecosystem
We designed a full-funnel experience that met travellers wherever they were in their journey. Skyscanner's biggest opportunity lies in mid-funnel consideration when travellers are exploring and open to inspiring their decisions in the moment.
It begins with high-impact awareness drivers like the Homepage Hero, Destination Spotlight, and Brand Banners placing Singapore front and centre at the inspiration stage. These moments capture travellers who are still undecided and open to influence, positioning Singapore as a destination worth considering right from the start.
We then extend that storytelling off-platform through Paid Social, using Skyscanner’s audience data to reach travellers on Facebook and Instagram. This ensures Singapore stays visible even after people leave our site, reinforcing awareness throughout their journey.
Paid Social
Next, travellers move into discovery with Country Explorer pages and Content Articles. These formats allow us to tell richer stories – from food and culture to hidden gems and local experiences – giving travellers the inspiration and practical detail they’re looking for as they start to plan.
Finally, as travellers move toward intent, Sponsored Results formats come into play. These appear when users are already searching for flights, keeping Singapore top of mind at the critical decision stage and driving direct bookings.
What makes this ecosystem powerful is how each layer feeds the next: inspiration becomes discovery, discovery becomes intent, and intent becomes bookings. Instead of simply telling travellers that Singapore is worth visiting, we showed it at every stage of their journey. This campaign succeeded because traveller behaviour isn’t linear. People move between planning, researching and comparing across devices, and the key is staying present throughout. This approach did exactly that — inspiring early, guiding through consideration and remaining visible through to booking. It wasn’t one format; it was the full ecosystem turning inspiration into action.
Results
Conclusion: Intelligence is redefining destination marketing
The future of travel marketing lies in precision and intelligence. As traveller behaviour becomes more fragmented, success will come from identifying high-potential audiences in real time and reaching them with content that aligns with their intent, interests and timing. This is travel marketing powered by insight, built to shift intent, drive measurable growth and make every impression count. Our collaboration with STB reflects that vision. It goes beyond campaigns and formats to focus on partnership, where Skyscanner acts as a trusted advisor, helping their teams make smarter, faster decisions with confidence. Together, we’re redefining how destinations and brands connect intelligently with travellers today, while laying the foundations for what comes next.