Page 17 - AAA MAY - JUNE 2018 Online Magazine

RENEWED

APPEAL

Singapore Airlines has hit the
bullseye with its new cabin
offerings

Geoffrey Thomas

ith the new A380 interior, A350s Getting its Edge Back
and Boeing 787s, Singapore New products in all classes, new aircraft and a new attitude are
Airlines has regained its mantel now the face of Singapore Airlines. Flagship of the makeover
Wof one of the world’s trendset- are five new A380s delivered from Airbus with stunning new
ting airlines. Through the latter end of the First Suites, Business Class and Premium Economy. Singapore
last century Singapore Airlines was a byword Airlines expects to roll out new cabin products to its entire
in innovation with more than a touch of class. 20-strong - Airbus A380 fleet by 2020 as part of an US$850
If it happened in the airline cabin, it typically million upgrade aimed at reinforcing its industry leadership.
happened first on Singapore Airlines. The list The new cabins come 10 years after SIA operated its first
of firsts for the airline was almost endless as A380 scheduled service and are in a four-class configuration
it strove to propel the airline industry out of with six Suites and 78 Business Class seats on the upper deck
its complacency of the 1950s and 60s. as well as 343 Economy Class seats and 44 Premium Economy
seats in the lower deck. The new cabins are the culmination
While International Air Transport Association of four years’ work involving extensive customer research,
(IATA) led airlines argued over the definition customer focus groups and a partnership with designers and
of a club sandwich and how many vegetables manufacturers.
you could put on the plate of Economy Class Singapore Airlines (SIA) chief executive Goh Phoon Phong
passenger; Singapore Airlines, then MSA, told media last year that the airline was committed to new
introduced free drinks and entertainment and products and a long-term approach to retaining its industry lead-
as many vegetables as they liked for pas- ership position. He said this the big investment demonstrated
sengers travelling in Economy. However, for the airline’s confidence in the future of premium full-service air
a while earlier this decade, the airline lost its travel. “We are confident that the result will genuinely wow our
way - resting on its hard-won reputation. But customers,’’ he told media.
over the past year or so all that has changed, And he is right – the impact is stunning. Designed from the
and the Singapore Airline’s touch of class is ground up, the new Business Class seat is a step change from
back. the new-generation seats in the airline’s Airbus A350s and

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