Marina Bay Sands (MBS) is one of the world’s leading integrated resorts. As with all other tourism and hospitality organisations, operating in an increasingly competitive landscape, which includes key markets such as South Korea.
One trend that has posed a challenge is the rise of online comparison sites – namely online travel agencies (OTAs). Such platforms are popular with young Koreans today, and are fast becoming their preferred way to book, creating an unprecedented threat booking direct.
To turn this around, it would take a new strategy and a new platform: one that fuses consumer insights, search engine optimization (SEO) and performance SEO content marketing.