In this new WiT Studio video series, we catch up with winners of the 2023 WiT Travel Changemakers Awards, supported by ATTIA, and dive deeper into the work they do and what drove them to ‘build back better’.
In this episode, Yock Song, Head of Partnerships at Tribe Tours, joins us to talk about winning the ‘Hidden Gems’ category for their gamification and storytelling product, a new form of game tour, where participants are thrown into a scenario to solve puzzles.
Watch the video here:
“We’re a little unique, we focus a lot on in-depth experiences of Singapore,” Yock Song tells WiT. He adds, “Think of us as a storyteller of Singapore, but in a more unique way. For example, we do gamification tours and look at issues of the day such as accessibility, what makes Singapore an inclusive society, things like that are within Tribe’s DNA.”
Tribe’s Head of Partnerships also talks about the rise of Artificial Intelligence and automation – two technologies that have greatly supplemented Tribe’s workforce and streamlined their daily workflow.
“Previously, we had to manually extract all this data,” explains Yock Song. ” “Consumer information, the details of everything, put it into our own Excel sheet, put in the dates of that tour. Everything is done manually.
“With automation, it essentially scrapes the confirmation email that comes in automatically. It’s captured in less than 30 seconds. Everything is done.”
Comparing tour guides to actors in a stage play and multitaskers, Yock Song shares that a major challenge in the Tours and Activities space is marketing and creating content specific to a certain tour or attraction. It’s a perennial issue, he says, and one that’s been discussed with photographers, videographers and creatives – how do you attribute content to a specific tour without making it too much of a ‘hard sell’?
Watch the video to find out.
