Strategies for keeping repeat clients from Singapore and Japan engaged, and how to cater to their unique needs to foster deeper connections and personalised experiences, were recently shared by the Thailand Convention and Exhibition Bureau (TCEB).
The insights were part of the session Wow factors running out? Dealing with frequent corporate clients at the Thailand Innovative Meetings Exchange 2024 in mid-June.
Elly Hong, TCEB representative for Singapore, emphasised the importance of flexibility and deep client understanding. She highlighted the need to ask questions and show genuine care, fostering deeper emotional connections with clients.
“In Singapore – particularly for corporate clients – money isn’t the issue. It’s the flexibility. You can cross the island in 45 minutes, so they want everything moving,” she stated. Hong also noted that Singaporeans’ directness should not be misinterpreted.
“When Singaporeans express their feelings, it’s not a complaint but constructive feedback. The more questions you ask, the more they feel cared for,” Hong said. She also mentioned that Singaporeans prefer activities away from direct sunlight and appreciate personalised services.
Boontawee “Max” Jantasuwan, session moderator and founder of Events Travel Asia, supported Hong’s views. He shared how his company enhanced a Grand Palace tour by infusing storytelling and theatrical elements, such as dressing the guides in Thai costumes, and making familiar experiences more appealing to frequent visitors.
Kumi Ikeda, TCEB’s representative for Japan, discussed the increasing curiosity among Japanese travellers about the world beyond Japan, driven by a weak yen and an influx of inbound tourists.
For Japanese clients, Ikeda stressed the importance of etiquette, cultural sensitivity, punctuality, and attention to detail. She noted that Japanese clients appreciate small, thoughtful touches in service delivery.
Max agreed, highlighting that detailed, story-rich experiences, also resonated well with Japanese customers.
Ikeda wrapped up her talk by stressing the importance of going back to fundamentals and truly grasping what’s most important to clients.
“Ask yourself: what are you trying to achieve, and what truly matters to them?” she said. “By focusing on these essentials and what clients value most, you can significantly boost their satisfaction and loyalty, even without fancy ideas.”
