TTG has evolved tremendously over the years since its first launched of the TTG broadsheet newspaper in 1974 that was distributed to travel agents and suppliers in selected countries in the Asia-Pacific. The broadsheet newspaper was labelled as a ‘goldmine’ in the industry as there were a lack of social media back then and people relied on it for information.
In 1983, TTG launched its own branded trade show – IT & CMA. It was a successful event with its inaugural edition in Hongkong before moving to Kuala Lumpur and subsequently to Thailand. In 1985, TTG begun its first foray into database marketing which contained information such as postal addresses and phone numbers that were highly sought after. According to Mr Ooi Peng Ee, Head TTG Global Commerce and Development, “Our databases were rented once and photocopied overseas. It was too successful, we had to shut it down.” In 1998, TTG Asia then launched its own branded conference with its inaugural edition in Singapore and subsequently moved to Thailand and co-located with IT & CMA for over 20 years till date. In 2009, TTG engaged the services from MEC, a unit of GroupM to launch their digital offering. They are moving towards digital media to adapt to the rise of technology in this modern time and age. MEC helped TTG to train their team in selling integrated print and digital media as well as to formulate digital marketing strategies.
Moving forward to 2020 and beyond, TTG will be influenced by various factors such as channel proliferation, disintermediation, mobile, experiential as well as segments granularity. All these are rising factors due to the rise of technology around the world with statistics showing 5.112 billion unique mobile users worldwide. There is also a massive untapped opportunity by TTG which shows more than $750.7 billion is spent by consumers on travelling. Though the threat to TTG’s existing business model is real, they have managed to establish strategic partnership with world leading teams such as VOX group and users can expect more new launches from them in the future. This includes the SG Tourism Mini-Program for the Chinese travellers to Singapore, SG Maps and Guides App, Experiential Travel App, a travel content portal powering TTG’s digital engagement channels, a backend system support and development targeted for B2B partners as well as an experience pass to provide seamless entry.
With their strategic partnerships, TTG is bound to tackle possible threats that they might face in the future, allowing them to have a competitive advantage in the market against their competitors.
Tourism Media 