Service excellence will once again take centre-stage as the Singapore Tourism Board (STB) kicks off the nominations for the Tourism Awards on 1 April 2002. This is in line with the STB's push to elevate the standard of service of the industry and drive home the message that excellent service requires passion from workers who take pride in their profession.
The STB's Chief Executive, Mr Yeo Khee Leng said: "Over the last 16 years that we have organised the Tourism Awards, there have been common attributes that consistently defined our star performers - the award winners. They have a passion for what they do and are willing to go the extra mile to delight their customers."
"From the feedback received through our latest survey of overseas visitors, 94% of visitors rated our service level from good to excellent. While this showed that the standard of service is generally good, we need to produce many more of such star performers and raise the service benchmark for the entire industry," Mr Yeo added.
The Tourism Awards is one of many programmes that the STB is involved in to help elevate the service standard of the industry. Other initiatives include working with industry partners on training programmes that emphasise the art of service and through e-learning modules for tourist guides.
In addition, the STB also plays an active role in setting skill standards for the hotel, travel agent and retail sectors for the National Skills Recognition Systems.
Now into its 17th year, the Tourism Awards will see 21 categories - 15 of which will be open for public to submit nominations. Last year more than 23,000 nominations were received from both overseas visitors and local residents.
To heighten public awareness of the event and to encourage nominations, there will be Tourism Awards street banners along Scotts Road and postcards distributed through "WHERE" magazine and the "Zo Card" network. These are in addition to the 250,000 nomination pamphlets that will be available at more than 1,000 locations island-wide.
"Our objective is to drum up publicity for the awards, create awareness among the public and make it easy for them to submit their nominations through the pamphlets or online. Those who submit their nominations can also win very attractive prizes amounting to S$4,000 each," said Mrs Catherine Quah, STB's Director of Manpower Development.
"Even as we strive to improve the service level in Singapore, we, as consumers, should acknowledge those who render good service. This is one way to reinforce good service," Mrs Quah added.
The nomination period will run for two months to 31 May 2002. The public can make their nominations online at www.visitsingapore.com/tourismawards or through nomination pamphlets that can be found at various locations island-wide, such as restaurants, hotels, attractions, shopping centres and retail outlets.
Based on the nominations, a panel of judges comprising representatives from the STB and other public and private-sector organisations, including experts from the relevant fields of the tourism industry will select finalists and the eventual award winners.
See below for more details on the categories of awards and criteria for each award.
Categories
1 Tourism Host of the Year - Retail
Eligibility
Open to all front-line employees of department stores and speciality shops in Singapore.
Nominations
Nominations may be made by members of the public or retail companies. Only one nomination from each company will be accepted.
Criteria
Service excellence, knowledge of merchandise and services, attitude, communication and interpersonal skills, initiative, ability to provide a memorable shopping experience.
Prize
A certificate, a trophy and an educational trip to an Asia-Pacific destination.
2 Tourism Host of the Year - Transport (Taxi)
Eligibility
Open to all licensed taxi drivers in Singapore.
Nominations
Nominations may be made by members of the public or taxi companies. A maximum of five nominations from each taxi company will be accepted.
Criteria
Attitude, driving skills, knowledge of local roads, general knowledge, ability to provide a memorable ride.
Prize
A certificate, a trophy and an educational trip to an Asia-Pacific destination.
3 Tourism Host of the Year - Tour Guiding
Eligibility
Open to all licensed tour guides in Singapore.
Nominations
Nominations may be made by members of the public or travel agencies.
Criteria
Tourism knowledge, ability to capture an audience's interest, communication and interpersonal skills, tour management skills, attitude, creativity, ability to provide a memorable tour experience.
Prize
A certificate, a trophy and an educational trip to an Asia-Pacific destination.
4 Tourism Host of the Year - Restaurant
Eligibility
Open to all front-line employees of restaurants and hotel food and beverage outlets in Singapore.
Nominations
Nominations may be made by members of the public, restaurants or hotels. Only one nomination from each restaurant will be accepted.
Criteria
Service excellence, knowledge of merchandise and services, attitude, communication and interpersonal skills, initiative, ability to provide a memorable dining experience.
Prize
A certificate, a trophy and an educational trip to an Asia-Pacific destination.
5 Tourism Host of the Year - Hotel
Eligibility
Open to all front-line employees of gazetted hotels in Singapore.
Nominations
Nominations may be made by members of the public or gazetted hotels. Only one nomination from each hotel will be accepted.
Criteria
Service excellence, communication and interpersonal skills, product knowledge, ability to provide a memorable experience.
Prize
A certificate, a trophy and an educational trip to an Asia-Pacific destination.
6 Tourism Host of the Year - Travel Agency
Eligibility
Open to all front-line employees of licensed travel agencies in Singapore.
Nominations
Nominations may be made by members of the public or licensed travel agencies. Only one nomination from each travel agency will be accepted.
Criteria
Service excellence, communication and interpersonal skills, product knowledge, ability to provide a memorable experience.
Prize
A certificate, a trophy and an educational trip to an Asia-Pacific destination.
7 Tourism Host of the Year - Leisure Attraction
Eligibility
Open to all front-line employees of leisure attractions in Singapore.
Nominations
Nominations may be made by members of the public or attractions.
Criteria
Service excellence, communication and interpersonal skills, product knowledge and the ability to provide a memorable experience.
Prize
A certificate, a trophy and an educational trip to an Asia-Pacific destination.
8 Hotel of the Year
Eligibility
Open to all gazetted hotels in Singapore.
Nominations
Nominations by members of the public only.
Criteria
Service excellence, attitude and attentiveness of staff, value for money, availability of outstanding features and services, ambience, innovation, ability to provide visitors with a memorable stay.
Prize
A certificate, a trophy and sponsorship worth S$4,000 for staff to pursue a relevant course/training programme approved by STB.
9 Leisure Attraction of the Year
Eligibility
Open to all leisure attractions in Singapore.
Nominations
Nominations by members of the public only.
Criteria
Service excellence, appeal, niche theme/concept, attentiveness and friendliness of staff, maintenance and cleanliness, organisation and management, imaginative promotional activities, product innovation, ability to provide a memorable visitor experience.
Prize
A certificate, a trophy and sponsorship worth S$4,000 for staff to pursue a relevant course/training programme approved by STB.
10 Nightspot of the Year
Eligibility
Open to all nightspots in Singapore featuring entertainment, music or dancing.
Nominations
Nominations by members of the public only.
Criteria
Service excellence, appeal, niche theme/concept, attentiveness and friendliness of staff, organisation and management, quality of entertainment, value for money, ambience, image and presentation, innovation, ability to provide a memorable and entertaining experience.
Prize
A certificate, a trophy and sponsorship worth S$4,000 for staff to pursue a relevant course/training programme approved by STB.
11 Best Shopping Experience - Retail Outlet
Eligibility
Open to all department and speciality stores in Singapore.
Nominations
Nominations by members of the public only.
Criteria
Service excellence, staff's attitude and knowledge of merchandise and services, innovative marketing, window and in-store displays, store concept, value for money, ability to provide a memorable shopping experiences.
Prize
A certificate, a trophy and sponsorship worth S$4,000 for staff to pursue a relevant course/training programme approved by STB.
12 Best Shopping Experience - Shopping Centre
Eligibility
Open to all shopping centres in Singapore.
Nominations
Nominations by members of the public only.
Criteria
Service standards of staff, user-friendliness of infrastructure, innovative centre concept, innovative marketing, tenant-management relationship, ability to provide a memorable shopping experience.
Prize
A certificate, a trophy and sponsorship worth S$4,000 for staff to pursue a relevant course/training programme approved by STB.
13 Travel Agency of the Year (Inbound)
Eligibility
Open to all STB-licensed travel agencies operating inbound tours.
Nominations
Nominations by members of the public only.
Criteria
Service excellence, product innovation, marketing, promotional activities, customer service, attitude of staff, creativity, uniqueness and variety of packages offered, value for money, reliability.
Prize
A certificate, a trophy and sponsorship worth S$4,000 for staff to pursue a relevant course/training programme approved by STB.
14 Travel Agency of the Year (Outbound)
Eligibility
Open to all STB-licensed travel agencies operating outbound tours.
Nominations
Nominations by members of the public only.
Criteria
Service excellence, product innovation, marketing, promotional activities, customer service, attitude of staff, creativity, uniqueness and variety of packages offered, value for money, reliability.
Prize
A certificate, a trophy and sponsorship worth S$4,000 for staff to pursue a relevant course/training programme approved by STB.
15 Most Innovative Linked Regional Product
Eligibility
Open to all foreign and local tourism-related companies whose product positions Singapore as a regional tourism hub, and uses any Singapore-associated tourism properties and products within the region.
Nominations
Nominations by members of the public or companies. Only one nomination from each company will be accepted.
Criteria
Product and marketing innovativeness, quality of product experience, value for money, adoption of a seamless travel linkage pattern.
Prize
A certificate, a trophy and sponsorship worth S$4,000 for staff to pursue a relevant course/training programme approved by STB.
16 Best Travel Story (English)
Eligibility
Open to all producers and writers of original travel stories (print, television, radio or internet) about Singapore, broadcast or published in English, within the period of 1 January 2001 to 30 April 2002.
Nominations
Nominations may be made by television stations, radio stations, authors, publishing companies and multi-media agencies.
Criteria
Originality, content, style, subject treatment, motivational impact, effectiveness in promoting Singapore as a tourist destination, regional tourism hub and tourism business
centre.
Prize
If the winner is from Singapore: a certificate, a trophy and a holiday tour.
If the winner is from overseas: a certificate, a trophy, a return air ticket to Singapore, 4 nights hotel accommodation and a travel allowance.
17 Best Travel Story (Non-English)
Eligibility
Open to all producers and writers of original travel stories (print, television, radio or internet) about Singapore, broadcast or published in a language other than English, within the period of 1 January 2001 to 30 April 2002.
Nominations
Nominations may be made by television stations, radio stations, authors, publishing companies and multi-media agencies.
Criteria
Originality, content, style, subject treatment, motivational impact, effectiveness in promoting Singapore as a tourist destination, regional tourism hub and tourism business centre.
Prize
If the winner is from Singapore: a certificate, a trophy and a holiday tour.
If the winner is from overseas: a certificate, a trophy, a return air ticket to Singapore, 4 nights hotel accommodation and a travel allowance.
18 Best Event Organiser (Arts and Entertainment)
Eligibility
Open to all event management companies and event organisers who organise arts and entertainment events relating to the performing arts (e.g. theatre, dance, festivals and popular entertainment) and the visual arts (e.g. art exhibitions, fairs and auctions).
Nominations
No nominations required.
Criteria
Attractiveness, innovation and quality of events organised, ability to provide a memorable and entertaining experience, event and sponsorship marketing, contribution to tourism, logistics and organisational skills, financial packaging.
Prize
A certificate, a trophy and sponsorship worth S$4,000 for staff to pursue a relevant course/training programme approved by STB.
19 Best Event Organiser (Special Events)
Eligibility
Open to all event management companies and event organisers who organise special events (excluding arts and entertainment events). A special event should have some of the following attributes: a festive spirit; unique or that once-in-a-lifetime offering; cultural, traditional or community roots.
Nominations
No nominations required.
Criteria
Attractiveness, innovation and quality of events organised, ability to provide a memorable and entertaining experience, event and sponsorship marketing, contribution to tourism, logistics and organisational skills, financial packaging.
Prize
A certificate, a trophy and sponsorship worth S$4,000 for staff to pursue a relevant course/training programme approved by STB.
20 Tourism Entrepreneur of the Year
Eligibility
This Award recognises outstanding individuals who have applied their business acumen, creativity and innovative talents to assist the growth and development of the tourism industry in Singapore. Entrepreneurial and leadership skills are among the qualities that will distinguish the recipient, who has also been responsible for growth in the financial or operating performance of the organisation concerned.
Nominations
No nominations required.
Prize
A certificate and a trophy.
21 Outstanding Contribution to Tourism
Eligibility
This prestigious Award honours an individual or organisation whose contributions have had a significant impact on the development of tourism in Singapore. Vision, dedication and commitment to the future of tourism are the qualities which will distinguish the recipient in earning the respect of all in the industry and Singaporeans in general.
Nominations
No nominations required.
Prize
A certificate and a trophy.
NOTE: Companies and associations are not eligible to make nominations for Awards 8 - 14. Nominations are not required for Awards 18 - 21.
Nominations must be received by 31 May 2002.
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