Meet the winners
Brands that excelled across connection, progress and momentum, according to the people that know best: their customers.
Go-to Brands: Singapore
Creating an ordinary brand is easy. Building a winning one is harder than ever before.
We’re surrounded by countless brands every single day. But the truth is, only a handful actually matter to us. These are the brands we chase, trust, love and show off. They get us. They help us do things we couldn’t before. Not the ones barging into our lives (and onto our phone screens), but ones we choose to invite in.
These brands that win in today’s high-stakes world are what Lippincott calls Go-to Brands. Over the past seven years, we’ve engaged directly with customers to uncover what sets them apart. The answer lies in the meaning they create—rooted in two powerful drivers: connection, which fosters love, and progress, which inspires action. Beyond this, they possess strong momentum—the real-time force propelling their growth and cultural relevance. These brands are not just meaningful; they're moving swiftly ahead.
Building on the launch of our 2025 U.S. Go-to Brands list, we now turn our focus to Singapore’s unique brand landscape. Here, a vibrant blend of cultures and intense competition means functional benefits quickly lose their edge. Based on our survey of Singapore customers, the brands poised to succeed in 2026 are those that rise above product features to create lasting meaning, command premium value, and maintain a meaningful advantage.
Our spotlight on Singapore’s Go-to Brands reveals how these rising stars resonate deeply with consumers and are shaping the future. Their stories show that while brands may seem intangible, they remain among the most powerful drivers of value in this market.
A global survey—seven years running. In Singapore, our Brand Aperture® diagnostic tool analyzed data across:
3.9k+
customers
50+
brands
Singapore Airlines
Singapore Airlines is this year's Best in Show for Connection—the Go-to Brand that customers say they love most.
“And to all Singaporeans, a very warm welcome home.”
Singapore Airlines has maintained a sky-high reputation over the years as one of the top airlines globally.. The national carrier, synonymous with its supreme level of comfort, class and cuisine, have been named the world’s most comfortable first-class seat in 2025 by the World Airline Awards—outperforming competitors from seat design to service excellence, representing the pinnacle of passenger comfort.
In 2025, this came through across its social content, from the “Flying Runs in the Family” series, spotlighting multi-generational employees and shared memories, to stories that positioned travel as the backdrop to life’s meaningful moments.
Singapore Airlines celebrated Singapore’s 60th year of independence (SG60) by integrating the celebration across its entire customer ecosystem from fares and loyalty rewards to onboard experiences, cultural storytelling, and community initiatives—turning a national milestone into a full customer experience.
On the ground, it unveiled a new First Class SilverKris Lounge at Singapore Changi Airport, mirroring its inflight hospitality with thoughtfully designed spaces, from private rest pods to live cooking stations.
Photo Credits:
Singapore Airlines
Qatar Airways
Qatar Airways is Singapore's Best in Show for Progress—the Go-to Brand that customers say helps them do something they couldn't do before.
“Excellence in Everything We Do” - a mission statement that underscores Qatar Airways’ constant pursuit of the highest standard, evident in its leadership in innovation within the aviation space.
Over the years, the airline has cumulatively removed the friction of travel, turning the experience of flying from passive downtime into purposeful time—through enhancements in their service offerings and new technologies. In 2025, it became the first carrier to equip its flights with Starlink connectivity, while launching Sama, the world’s first digital human cabin crew—powered to deliver seamless, personalized booking and support across its app, website, and QVerse.
What sets Qatar Airways apart is the consistency and coherence of its experience. Every touchpoint is designed to streamline the experience and enable continuity for passengers—so they can stay productive, focused, and ready to move forward. Its standout progress is reflected in its win at the 2025 Business Traveller Awards for World’s Best Airline, capturing first place in five of the seven categories—including Best Business Class in the World.
Photo Credits:
Qatar Airways
Unsplash
Hyatt
Hyatt is this year's Best in Show for Momentum—the Singapore Go-to Brand that customers say has its best days ahead of it.
Following a multi-year renovation, Grand Hyatt Singapore reopened in 2025 revealing its most ambitious transformation yet. Reintroduced as a refreshed destination and "Wellness Haven" in the heart of the city, the hotel now blends reimagined rooms, vibrant dining, and thoughtfully designed social spaces to create a dynamic lifestyle hub. At its core is Damai, a holistic wellness destination featuring advanced fitness offerings and Southeast Asia’s first HYROX training club.
This momentum extends across Hyatt’s Singapore portfolio, with The Standard, Singapore debuting in 2025 and earning spots on both the Condé Nast Traveler Hot List and Travel + Leisure’s It List. With retro-chic interiors, lush gardens, and a vibrant pool scene, it injects a fresh, whimsical energy—reinforcing Hyatt’s position as Best in Show for Momentum.
“Whether travelling for business, pleasure, or holistic healing, now is an incredible time for new and returning guests to visit the [Grand Hyatt] as it embarks on a new era of sustainable hospitality, and the chance to contribute to its legacy as a place where real life unfurls, people come together and personal narratives come to life. ”
Photo credits:
[Ichi Nakamura] / [STRICKLAND]
Wise
Wise is the Genie—the Go-to Brand in Singapore that customers say puts them effortlessly in control.
Wise is on a mission to “build the best way to move and manage the world’s money.” The company's philosophy is built on listening to what customers truly want—minimum fees, maximum ease, and all at full speed.
In 2025, Wise made a splash with its "Chopped Carrot Head" campaign, taking a stand against hidden fees by showing the public how to identify unfair markups while advocating for honest, transparent money transfers. The company also joined forces with the Singapore Tourism Board to help Malaysian travelers spend with full transparency and confidence in Singapore.
Wise continues to put users in the driver’s seat, engineering features that hand the reins directly to the people who use its platform.
“Most people don’t know how much they actually pay to send money overseas because of opaque pricing structures that often say low or no fees but secretly mark up the exchange rate. We think enough is enough, and it's time people stop getting chopped and keep their money where it belongs — rooted firmly in their pockets,”
Photo credits:
Wise
Ritz Carlton
Ritz Carlton is the Iconic Ideal—the Go-to Brand in Singapore that customers say reflects who they want to be.
Set against the sweeping views of the Marina Bay skyline and waterfront, The Ritz-Carlton, Millenia Singapore exudes an elegance and prestige that is synonymous with luxury and aspirational living.
Beyond the stay, Ritz-Carlton creates moments that allows guests to live a more elevated version of themselves - from exclusive spa treatments to opulent wedding ballrooms, and its signature Club Lounges.
Artistry also remains central, expressed through thoughtful details across the guest experience. The hotel houses one of the largest contemporary art collections in Southeast Asia, and guests are welcomed with local artisanal chocolate bonbons by dessert artist Janice Wong—transforming a simple treat into edible art. Recognised by DestinAsian Readers’ Choice Award as the Best Hotel Brand in 2025, it affirms what guests already feel: Ritz-Carlton is not just a place to stay, but a place to become.
“Stroll through the Ritz-Carlton lobby and you are in the centrepiece luxury hotel of a self-confident city. Ceilings are high, artworks are dramatic and well curated, and the energy levels suggest this is the place to be, in the place to be.”
Photo credits:
Ritz Carlton
Raffles Hotel
Raffles Hotel is the Mind Reader—the Go-to Brand in Singapore that customers say understands their particular needs.
Raffles proves that the best luxury is a story you get to star in. With a legacy stretching back to 1887, the brand’s ethos of service is simple: a gentle breeze –unobtrusive yet ever-present. Raffles butlers are trusted to listen closely, because the guest doesn't always need to speak—making the brand this year's Mind Reader.
The brand showcased this magic in its “The Butler Did It” campaign, inviting guests into experiences that make a stay unforgettable. The experience begins the moment guests arrive, where guests are greeted by the hotel’s iconic Sikh doormen whose distinctive presence set the tone for Raffles’ hospitality. Trained to be keen observers, the butlers at Raffles Hotel don’t just serve - they anticipate and fulfil wishes before they're even made. It will not be surprising for them to make suggestions to a guests’ itinerary or put forward ideas on how they can enjoy the different hotel experiences or the city’s tourist attractions – such as arranging private heritage walks across Singapore’s evolving neighbourhoods, or secure behind-the-scenes introductions to local culinary artisans.
The legacy of Raffles continues to grow with the launch of Raffles Sentosa Singapore in 2025 - Singapore’s first all-villa resort, offering a more private, nature-immersed expression of the brand’s signature hospitality.
“Alongside the campaign, Raffles has introduced The Butler Did It Experiences, bespoke packages that highlight the unique cultural richness of each destination. As Raffles continues its thoughtful expansion into destinations like Los Cabos, Tokyo, Shanghai, and Jeddah, these experiences reflect the brand’s commitment to service that is as personal as it is exceptional.”
Photo Credits:
Unsplash
Raffles Hotels
Oasia
Oasia is the Soulmate—the Go-to Brand in Singapore that customers say shares their values.
Some hotels hand you a key. Oasia hands customers a reset button.
Built around the notion that rest doesn’t need to be earned, the brand has quietly become an urban sanctuary in a bustling city. While the city buzzes outside, Oasia doubles down on what really matters to guests: restorative wellness.
In 2025, Far East Hospitality unveiled a campaign titled “Experience Singapore, your way.” One of the videos featured Oasia Hotel Downtown transformed into a nature-inspired waterfall, and highlighting the hotel’s focus on wellness and rejuvenation. The brand has consistently doubled down on this philosophy, proving that wellness isn‘t a trend—it’s a necessity.
Its partnership with Woosa, known for sleep-focused premium products, further cements the brand's commitment to rest and restoration. Oasia upholds the radical idea that in a 24/7 city, your permission to press pause is non-negotiable—nestling itself into its position as the brand that customers say share their values the most.
“There won’t be any sense of the city beneath you—only skyscrapers, near and far, surround you. It seems unlikely to find respite in the middle of the CBD. But Oasia Downtown does it by lifting you up and letting the world fall away, until it feels like you’re sleeping in the sky.”
Photo Credits:
Wikipedia Creative Commons
Oasia Hotels
DBS
DBS is the Ace—the Go-to Brand in Singapore that customers say performs better than similar brands.
DBS needs little introduction to any Singaporean. Over the years, the brand has steadily refined what a modern bank can be, embedding banking seamlessly into everyday life.
With a desire to “act less like a bank and more like a tech company,” its focus on seamless digital services such as the award-winning PayLah! app to AI-driven integration has helped the bank consistently outperform peers in customer satisfaction and digital adoption.
This strength is reinforced by a clear brand narrative of “Live more, Bank less,” reflecting the belief that banking should fade into the background so people can focus on what matters most in life. Campaigns frame the bank not just as a financial provider but as an enabler of personal aspirations. The regional “Trust Your Spark” campaign, for example, encourages individuals to pursue their ambitions with confidence, a message aligned with DBS’s broader philosophy of empowering customers.
“As DBS advances on our journey to be an AI-enabled bank with a heart, we remain committed to leveraging AI responsibly, blending machine intelligence with human empathy to reinforce the trust our customers place in us.”
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Photo Credits:
DBS
PARKROYAL
PARKROYAL is the Mood Booster—the Go-to Brand in Singpaore that customers say makes them meaningfully happier.
In the midst of Singapore's dense urban landscape and fast-paced city life, the PARKROYAL COLLECTION offers luxury in the form of something rarer: a moment of calm.
PARKROYAL’s appeal is rooted in eco-luxury hospitality, providing a tranquil and soothing atmosphere for its guests—an idea reflected across its 2025 campaigns and social media storytelling. Its signature “hotel-in-a-garden” architecture weaves lush greenery into the building itself, turning sustainability and wellness into a living part of the guest experience. This ethos carries through to every touchpoint, from a Sleep Ritual turndown service featuring herbs freshly harvested from the hotel’s rooftop Urban Farm to weekly Stay Fit Weekend classes for guests.
PARKROYAL has transformed a routine hotel stay into something emotionally uplifting; an urban oasis that helps guests pause, reset, and leave a little happier than when they arrived.
“PARKROYAL COLLECTION Pickering is once again named World’s leading green city hotel… a testament to [PARKROYAL’s] unwavering dedication to sustainability, innovation, and providing guests with an eco-conscious luxury experience like no other.”
Photo Credits:
PARKROYAL
Meet Lippincott Singapore
Inclusion of a company in Lippincott’s Go-to Brands list does not imply any endorsement, sponsorship, or partnership by Lippincott. The use of trademarks, brand names, or logos in connection with the Go-to Brands list is for informational purposes only and does not suggest any affiliation, sponsorship, or endorsement by Lippincott.