What Singapore's Great 'Onboarding' Experience And What Can It Teach Great Britain
First impressions matter.
They truly do.
In most cases, our first impressions—whether of a person, a bar, a restaurant, or even a town or city—tend to be accurate. While these initial judgments might be proven wrong later, they are still how we first connect with people and the spaces around us.
Countries and nationalities, too, are subject to first impressions.
When it comes to first impressions, Singapore is truly a world leader in ensuring that a positive first impression is made, or as the corporate world would call it 'Onboarding'.
My First Impression of Singapore
Flying into Singapore, the view from the plane was striking—a vast array of ships navigating the Straits, a testament to Singapore’s role as a crucial hub in global trade, linking Asia with Europe and the Middle East.
As the plane landed and taxied to the gate, it was evident that Changi Airport was not just large, but also bustling with activity.
The experience from deplaning to passing through passport control, customs, and retrieving luggage was seamless. The process was smooth, orderly, and pleasant—everything one could hope for after a long flight. The airport was impeccably clean.
The toilets were something to behold, everything sparkled with a cleanliness that I reckon would have been safe to beat breakfast off.
The staff did not look sullen nor apathetic and the airport was awash with things to do and adverts for local attractions.
Returning to Manchester
After ten wonderful days in Singapore (and yes, we found plenty to do in those ten days), we flew back to Manchester Airport via Singapore Airlines.
Returning home is always a bit of a letdown compared to the excitement of departure, but the experience at Manchester Airport was disappointing on another level.
Upon disembarking, we walked through cluttered corridors to passport control, where the atmosphere was chaotic. Litter scattered the area, and the staff were unfriendly. Baggage reclaim was similarly disorganized, broken down, and had to move to a different carousel, the bags clearly were being manhandled poorly.
The state of the toilets was shocking, and when we finally reached the train station, the train was overcrowded, unclean, and had the unpleasant smell of a rowdy night out lingering on the seats.
Going back to the toilets, they were something that only a British transportation service would deem acceptable. Inside was a man trying to sell perfume, clearly without permission. The floor was covered in more urine than your average nightclub toilet at 2am, the first cubical I went into was missing its seat, and someone had left a poo on the floor.
The rest of the journey from Manchester was fine, however, when you take this all into consideration, imagine this being your first impression of the UK?
What Do These Experiences Reveal About Each Nation?
At a superficial level, it suggests that one nation cares about its image, while the other does not. On a deeper level, it highlights the following:
Singapore:
- Singapore is conscious of how the world perceives it.
- Singapore actively shapes its narrative.
- The Singaporean government prioritizes investment in public infrastructure and transportation.
- People and organizations are held to high standards and take pride in their work.
- Singapore is very aware of you as a customer and your journey.
The United Kingdom:
- The UK seems indifferent to how it is perceived internationally.
- The British transport network is in disarray.
- A sense of neglect permeates the system.
- No one really cares.
Why Does Singapore Excel in This Area?
The short answer: it cares about it. Singapore’s success is no accident.
The country has made a concerted effort to build a world-class airport, and a leading airline, and to ensure a positive experience for all who pass through. The former leader, Lee Kuan Yew, was particularly focused on the importance of the airport and the impression it gave to visitors.
This attention to detail is crucial, especially given that over 75% of foreign travellers in Singapore are only staying for a short period before moving on to their next destination. Singapore’s role as a transit hub means it has a limited window to make a lasting impression—and it does so with much success.
It also has created a range of activities for tourists and travellers to do in a six to twelve hour stay that gets them out of the airport and increases the positive vibes.
What Can Britain Do to Improve?
The UK has a branding problem, complicated by the fact that it is known by various names—Britain, the United Kingdom, England—each carrying its own connotations. Clarifying and unifying this brand image would be a good starting point.
Here are some actionable steps:
The entire national onboarding journey needs to be mapped from landing through to the hotel/Airbnb/Guesthouse.
Establish a clear, cohesive brand image for all UK airports that unmistakably identifies them as British.
Prioritize cleanliness and hygiene across all airport facilities, particularly in restrooms and dining areas.
Set strict standards for all transportation services departing from airports, including taxis, trains, buses, and rail services to continue the positive feelings.
Recognise the importance of first impressions on international trade and how business can hinge on the experience of arriving in the country.
Implement a rigorous inspection regime that ensures a consistently positive environment for both passengers and airlines.
Take constant feedback on the first impressions the airports make and seek to keep improving them.