Singapore

Searches for Singapore travel have surged since the film’s release




“Crazy Rich Asians” hit the box office for two consecutive weeks. But the hit’s producers aren’t the only ones cashing in.

Both Orbitz and Kayak told TheWrap that travel searches in Singapore have skyrocketed since the film premiered earlier this month, with fans looking to soak up the real-life glitz and glamor of the island city-state.

Searches for Singapore jumped 110 times on Orbitz compared to a year ago, according to the site. In the week following the film’s premiere, inquiries surged by 20%.

Meanwhile, Kayak said a 41 percent increase year-over-year and a 15 percent increase within a week of the film’s release combined with the film’s success and increased visibility in the city, according to the site. Route to Singapore.

“It’s a significant increase,” Carey Malloy said, Orbitz’s director of brand marketing told TheWrap. “When you can sit back and watch a story come to life, you want to be there and have that same experience.”

Orbitz said search data is the best way to understand trends attributed to a specific moment because it tends to be the most accurate indicator of interest. Someone inspired by a best-selling book or blockbuster movie may be searching for a relevant destination in the moment, even if they book the actual vacation weeks or months later.

Searches for other movie-inspired destinations have seen notable spikes over the years, including New Zealand after the release of “Lord of the Rings” and Las Vegas after the success of “The Hangover,” Orbitz said.

To cash in on the trend, the company created a dedicated page for people looking to re-live their favorite movie moments. Fans can explore the filming locations of “Avengers: Infinity War” in Atlanta, Georgia, or book a custom vacation to Lombardy, Italy, where “Call Me By Your Name” took place (Peaches not included) .

With a 92% Rotten Tomatoes score and an A from CinemaScore, “Crazy Rich Asians” has earned praise as a fun rom-com and a rallying cry for Asian Americans seeking greater representation in the media. Based on Kevin Kwan’s best-selling book, the film stars ABC’s “Fresh-Up” Constance Wu as Rachel Chu, a Chinese-American economics professor who is married to her boyfriend Nick Young (Henry Golding). )) to Singapore to attend his best friend’s wedding and meet his wealthy family.

“It’s a great ad for Singapore, it’s well portrayed,” Darryl Lau, Singapore’s consul general in San Francisco, told TheWrap. “We certainly hope that this film will bring more people to Singapore.”

The Singapore Tourism Board teamed up with Warner Bros. on a promotional campaign for the film and hired New York-based PR firms Edelman and Bullfrog + Baum to help market the island.

The film could double as a commercial for Singapore’s most luxurious hotspots, which can be found everywhere from the high-end boutiques on Orchard Road, Asia’s most famous shopping street, to the world’s largest infinity pool, to the famous outdoor stalls in the Lion City. Asian street food, known as “hawker centre”.

While it’s too early to quantify tourist numbers, the tourism board believes the film is creating what it calls “destination awareness”.

Kershing Goh, regional director of STB Americas, told TheWrap: “We have received feedback from our tour operators and travel agents that they have seen a spike in inquiries to Singapore and an increase in bookings.”

The early increase in inquiries is a good sign, given the film’s recent theatrical release and the fact that the city is considered a “long-haul” destination, nearly a 20-hour flight from New York City, according to the city’s statement officials.

“It bodes well for us,” Goh said.



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