World-class Resorts World Sentosa-Sentosa Island program for increase guest loyalty (membership) Group 31 Issues: 1. The market for local and foreign are different. -foreign tourists often buy tickets as a package or stay on one of the island's many hotel -locals tends to buy tickets for specific attractions and spend less than a full day on the island 2. Sentosa is expensive and difficult to navigate (local) 3. harnessing the data (big data-analysing data for core customers) 4. The leisure market in Singapore is price sensitive and highly competitive (too maney attractions internally and international) 5. Attraction are classified as rwo group: Group-owned attractions are owned by Sentosa Leisure Group and Independent island partners 6. memberships database not link to the ticketing system (information record for guests) 7. Play pass no demographic information on site or retail partners, distinguish local and foreign guests, Paly pass user also an Islander member 8. the ticketing database, data quality issues 9. disconts by Credit card or Groupon and Deal.com or RWS Invites 10. no new technology, cannot change business model and financial crisis Benefits: Convenient transportation hotels and amenities tickets and admission Islander old :the Sentosa Club (the Funseekers Club, the Educators Club and Corporate memberships) membership database for Islanders Play pass program offered a menu of options at a fixed price, it could be purchased at online and stores -it not includes island admission charges or transportations to or from the island. -it offeres saving up to 70% off regular attraction prices -a smartcard (RFID) for guest' behavior and locations (attractions and order) ADs RWS Invites