Staycations at Singapore’s Changi Airport
In an effort to stoke wanderlust (a key strategy for pandemic-impacted travel brands – see Monetising the Full Travel Lifecycle) and remain top of mind for future travellers, Singapore’s Jewel Changi Airport recently hosted a luxury ‘glamping’ experience.
From November 20 2020 to January 3 2021, guests could camp in glamourous tents kitted out with blankets, pillows, queen- or king-sized beds and toiletries. Accommodation was available in Cloud9 Piazza on Jewel’s highest floor, or in Shiseido Forest Valley, which is surrounded by 900 trees and palms and 60,000 shrubs. Both options offered views of the airport’s Rain Vortex – the world’s largest indoor waterfall.
Each generously proportioned tent could hold two to three adults and two children, and cost up to S$360 ($270) a night. For bathroom amenities, guests could use facilities in a dedicated lounge area within the airport, as well as those belonging to global hotel brand YotelAir. The staycations also included Canopy Park tickets, admission to the Changi Experience Studio and free parking.
For those who preferred a day trip, tents were available to rent for S$150 ($113) to S$200 ($150) for three hours. In this instance, a tablecloth, cutlery, cooler box and cushion seats were provided in case visitors wanted to bring their own food from home, or purchase takeaways from airport vendors.
As well as offering fun and escapism to frustrated would-be travellers, this creative initiative also demonstrates a novel way to utilise airport space and potentially drive up revenues through food, drink and retail sales (think beauty, tech and fashion). See also How to Win Future Travellers and Pandemic Consumers Embrace Flights to Nowhere.