Chan Brother Travel Case Study

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There are an increasing number of Singapore travellers who are going overseas for plastic surgeries, which contributes to the sharp rise of medical/wellness tourism. As Chan Brother Travel is a travel agency that provides tour packages for Singaporeans, it is important for them to have a better understanding of the Singaporeans’ current travel trends and behaviors, so that they are able to take advantage of the opportunities presented. The two trends that will be covered in this essay are the increase in demand for plastic surgery and the use of technology in plastic surgery sought by Singaporeans, which Chan Brother Travel should take note of.

Firstly, there is a significant increase in demand for oversea plastic surgery amongst Singaporeans. …show more content…

This results in reliance through technology and clinics in Singapore counterpart for scheduling appointments at South Korea. A mother and two daughters, who went for plastic surgery in South Korea, stated that there is a great volume of online information exchange, such as reviews and discussion forums where similar past experiences and procedures were shared amongst members. Such exchanges provide advices on things to look out for or help to answer other members’ enquiries. They can also make an online appointment with South Korea plastic surgeons to discuss about their treatments. (Soh, 2013) Furthermore, Chung (2014) stated that online services such as medical portal helps Singaporeans to contact South Korea plastic surgery clinics at ease. In addition, South Korean affiliated clinics in Singapore offer concierge services, helping Singaporeans to schedule appointments overseas. Singaporeans are also making use of technology such as beauty mobile applications to modify their facial features, which contribute to the rise of plastic surgery. They are researching online such as blog reviews and clinics’ website for more information on plastic surgery. (Varma, 2016) This shows that the use of technology provides more convenience for them in information search and decision-making concerning plastic surgery. Technology not only brought convenience, it also helps them to save costs on longer period of travel and accommodations. Overall, all three articles show that Singaporeans are relying on technology or affiliated clinics in Singapore to make an appointment for overseas plastic surgery. Hence, Chan Brother Travel should leverage on their website and social media platforms to reach out and bring awareness to their innovative travel package. By focusing on its target market’s information search behavior and adjust its communication accordingly, Chan Brother Travel will benefit

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