Time to renew and refresh, SIA

SINGAPORE AIRLINES (SIA) announced it would be developing the next generation of in-flight cabin products that include new seats and in-flight system. These will come on-line next year in a move that SIA said aims at helping it “remain at the forefront of airline product innovation.”

It may be only four years ago in 2008 that SIA embarked on a major product overhaul, but as the competitive gap narrows and robs it of some of its glitter, it seems too long ago.

So said SIA senior vice president of product and services Tan Pee Teck: “Singapore Airlines is always looking towards the future and we have many major investments lined up for the years ahead to help retain leadership position. In this business if you are staying still you are moving backwards, as your competitors can catch up quickly.”

SIA has lost much of its past glamour. Other airlines such as Emirates Airlines and Qatar Airways that set up to emulate the Singapore flag carrier have caught up. Cathay Pacific Airways and Asiana Airlines have also intensified the regional competition. SIA ranked third as the world’s best airline in the 2012 Skytrax survey – after Qatar and Asiana.

There is a perceived deterioration of the SIA product – or rather, SIA is not what it used to be. It is time to renew and refresh. What SIA needs is a fresh injection of excitement, through new service products and ideas to bring back the magic and romance of air travel that in its heyday put it in a class of its own. Or risk slipping into becoming just another airline.


About David Leo
David Leo has more than 30 years of aviation experience, having served in senior management in one of the world's best airlines and airports. He continues to maintain a keen interest in the business, writes freelance and provides consultancy services in the field.

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