Singapore Airlines has long been recognized as one of the top airlines in the world in terms of quality. Its hub in the city-state of Singapore is a popular tourist destination because of its modern infrastructure and clean, safe environment. However, the country's small size means that the number of attractions have always been limited. In an effort to draw more tourists, Singapore has launched "integrated resorts." If successful, these resorts will increase tourist numbers for Singapore and, in turn, passenger numbers for Singapore Airlines.
The term "integrated resort" was coined in Singapore. The central attraction is a casino. There are also other attractions that will make the venues not unlike modern Las Vegas casino/hotel complexes. Thus far, Marina Bay Sands and Resorts World at Sentosa are the two integrated resorts in Singapore. Designers and construction personnel are currently putting the finishing touches on both resorts. These will be the first legal casinos in the country, which is known for its often-strict laws and straight-laced policies.
There is trouble on the horizon for Singapore. It is a major city, but lags behind New York, London and Hong Kong as a tourist destination. Average stays in Singapore last three days, while the other three cities averaged at least four days. Cities in China and India will soon be developed enough to compete with Singapore. Though it serves various destinations throughout Asia, Singapore Airlines main destination in Singapore. The number of visitors that Singapore can draw, therefore, has a direct effect on the airline.
Though it has been recognized by the likes of Fortune Magazine for its solid business practices, Singapore Airlines, like most other airlines, has recently begun to struggle. It was forced to cut 17 planes from its fleet. Though it has recently begun using the ultra-modern Airbus A380, the airline has stated that it might delay further airline orders. An increased number of casino-goers could be the boon that Singapore Airlines needs to get back to the top of its game.
Singapore Airlines has a strong interest in other regional carriers. These other carriers will also benefit if the integrated resorts bring more tourists to Singapore. Silk Air, a regional carrier wholly owned by Singapore Airlines, serves secondary cities throughout South and Southeast Asia. The airline also owns a 49 percent share of regional low-cost-carrier Tiger Airways.
The integrated resorts are an example of Singapore's effort to shake off its image as a nice-but-ultimately-unexciting destination. They will offer visitors attractions and activities that are not often associated with the city. It remains to be seen whether regional and overseas tourists will take advantage of these new attractions. If they do prove popular, Singapore Airlines will benefit immensely.
