Buoyed by over four decades of operations in the Middle East, Singapore Airlines boasts strong numbers of both inbound and outbound customers. Christian Stenkewitz, General Manager Gulf, Singapore Airlines, says they are optimistic about the airlines’ growth in the region and are constantly improving their products to enhance customer experience.
The year 2017 has been very important for Singapore Airlines as the airline celebrated its 70th anniversary network-wide with a wide range of activities, promotions, customer and trade events, as well as the launch of new cabin products on-board Airbus A-380 super jumbos. The first of the recently-delivered aircraft began scheduled operations on December 18 between Singapore and Sydney.
In terms of their daily flights between Dubai and Singapore, the airline deploys state-of-the-art Boeing 777- 300ER aircraft in a four-class cabin configuration. Customers have the choice between First Class, Business Class, Premium Economy and Economy Class, all of which feature the latest seat design. Complimented with Singapore Airlines’ unparalleled cabin crew and outstanding service, their flights prove very popular among locals and expats likewise.
With the launch of the new Premium Economy Class seats in early 2016, Singapore Airlines has been a trendsetter in Dubai and they are the only airline offering this product from Dubai to Singapore and one among very few carriers offering Premium Economy to destinations in Australia, New Zealand, South East and North Asia. Premium Economy is the ideal product for customers who are willing to pay little extra for a more exclusive and personalised travel experience that comes with additional comfort and perks, such as more legroom, priority baggage, ‘Book the Cook’ menu, and much more.
Premium Economy is priced attractively and has proven particularly popular among corporate travellers from both multi-national companies as well as SMEs. On the leisure front, they see encouraging demand from the premium FIT segment to destinations in Australia and New Zealand. “Notwithstanding the growth we witness, Premium Economy is a relatively unknown product in this region, as most airlines are currently not offering this cabin which is positioned between Economy and Business Class. As a result, the product awareness is limited and the team is making it a point to promote and communicate the Premium Economy proposition aggressively to both trade partners as well as to end consumers. With more airlines introducing Premium Economy globally, it is becoming a commonly known product and we are sure that competitors will follow Singapore Airlines in featuring Premium Economy onboard of their planes in the future too. Premium Economy brings great value to both customers as well as to the airline,” says Christian Stenkewitz, General Manager Gulf, Singapore Airlines.
Following four years of development, Singapore Airlines unveiled its highly anticipated new suite of cabin products redefining premium air travel on November 2, 2017, at a global media launch held in Singapore. With the theme ‘Space made personal, experience the difference,’ the new cabin products offer more space and privacy across all classes, with elements exclusively designed for Singapore Airlines’ customers. These new cabin products will be fitted progressively to SIA’s Airbus A380 fleet, featuring six SIA Suites, 78 Business Class seats, 44 Premium Economy seats and 343 Economy Class seats. The extensive research, design, development and installation of the new products onboard all of SIA’s A380s represents an investment of about USD850 million.
Through offering best in-class products and services across a wide global network, Singapore Airlines is continuing to position itself as the premium full service airline of choice. SIA’s continuous investment in customer service, new cabin products, upgraded lounges and the new Premium Economy Class, for example, help strengthen their leadership position. Singapore Airlines is confident about the results of four years of product development, involving extensive customer research.
With six suites tucked spaciously within the front cabin of the upper deck, customers can experience a sense of exclusivity and intimate privacy onboard the A380. Behind the artistically designed sliding door lies a personal oasis complete with lavish furnishing and finishes. Each suite is furnished with a separate fullflat bed with adjustable recline and plush leather chair, enabling customer to either lounge comfortably in the chair or rest in bed without the need to convert the bed from a sitting position.
Each suite also has a 32-inch full HD monitor that can swivel for different viewing angles in seat and bed modes, a full-sized personal wardrobe, customised handbag stowage compartment, amenity box lined with soft leather, specially designed carpet and a feature wall with mood lighting – all exquisitely crafted to give a touch of luxury and intimacy.
A unique feature of the new Business Class seat is that it has a carbon fibre composite shell structure, as compared to conventional aircraft seats which use metal as the primary support structure. This thinner base structure allows for better optimisation of the seat and creates more under-seat stowage space to accommodate a full-sized cabin bag and laptop bag or handbag. A larger back shell on every seat creates a cocoon-like feel for more privacy while the centre divider can be fully lowered to form double beds, making the two centre seats an ideal choice for families travelling together. Seats are arranged in a forward-facing, four-abreast (1-2-1) configuration that offers all customers direct access to the aisle.
Premium Economy Class
Premium Economy Class comes with a contemporary and stylish design. Each seat is 19.5 inches wide, with eight-inch recline and seat pitch of 38 inches. Customers will be treated to an enhanced in-flight entertainment experience with the provision of active noise cancelling headphones and a sleek 13.3-inch full HD monitor. Other features include a full leather finishing, calf-rest and foot-bar for every seat, individual in-seat power supply, two USB ports, personal inseat reading light, cocktail table and more stowage space for personal items.
Economy Class seats offer more space and greater comfort through an improved design. Leveraging on advanced technology and ergonomics, seats offer more legroom and back support, with a six-way adjustable headrest with foldable wings. An 11.1- inch touchscreen monitor eliminates the need for handsets and offers more convenience to customers who wish to catch the latest movies on KrisWorld, Singapore Airlines’ award-winning in-flight entertainment system. Other features include a patented non-intrusive reading light installed underneath the seatback screen, personal storage space for small personal items, a coat hook, in-seat power supply and ergonomically designed footrest with adjustable positions.
The Way Forward
Looking ahead, 2018 promises to be another exciting year for Singapore Airlines, as they embark on expanding and leveraging their group airlines’ combined route networks and products. Together with SilkAir, their full service regional airline and Scoot, their low-cost arm, SIA will be able to offer customers more destinations than ever before with the convenience of a single ticket. The year 2018 will see numerous product and service innovations being rolled out, which their customers can truly look forward to. SIA is confident that all these developments will reinforce their position to remain the airline of choice for the deserving international traveller.