Maldives woos American tourists in partnership with Singapore Airlines

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A Maldives destination visibility campaign is underway with Singapore Airlines (SIA) targeting the United States market.

One of the largest airlines in the world, Singapore Airlines’ current market share from Los Angeles and San Francisco to Malé is 13%, making SIA the fourth largest carrier to the Maldives in terms of market share.

The joint campaign from July to August 2022 will “focus on driving conversion among in-market travel intenders at key moments in the research and booking process” and “encourage travel to the Maldives with the comfort of SIA’s products and services, plus enhanced health and safety measures with #SIACares,” according to the Maldives Marketing and Public Relations Corporation.

“During this campaign, the websites and social media accounts of Expedia, Skyscanner and Pinterest will be used to increase destination visibility for the Maldives by placing advertisements and redirecting potential travellers to book flights to the Maldives via SIA. The campaign will help tap into audiences of travel-intenders and utilise their granular targeting capabilities to influence and convert customers from Expedia. It will also use Skyscanner for high-impact placements and effective formats to reach travellers and provide relevant contextual information and recommendations in the exploring, planning and purchase stages. Furthermore, during the joint campaign, qualified traffic would be sent to the SIA site through Pinterest in order to increase bookings.”

The MMPRC’s strategy for the U.S. market seeks to promote the Maldives on high-end channels with focused advertising and promotion of individual products and experiences.

The U.S was one of the top source markets for tourists last year. The Maldives has welcomed 40,426 American holidaymakers this year as of 5 July. The MMPRC’s push to boost arrivals from the U.S. includes a campaign with Worth Magazine, ATTA’s AdventureELEVATE 2022, a travel trade training webinar, and a campaign with Goway as well as joint campaigns with ASTA and ID Travel Group.