SIA’s KrisFlyer Gold is one big disappointment

sia-krisflyer-goldDo not expect the KrisFlyer Gold Lounge in Terminal 3 of Singapore Changi Airport to be anywhere near an iota of the flavour of Singapore Airlines (SIA)’s very own Silver Kris lounge for its first and business class passengers. This other lounge meant for other entitled travellers, such as non-premium class frequent fliers and guests of partner airlines, is a far cry from the reputed real thing.

Quite inevitably the disappointment stems from the expectations of an SIA brand name association, and all the more if you had on a previous occasion tasted the lavish luxury of the Silver Kris. But even while making generous allowance for this so-called Gold standard to be expectedly or intentionally inferior to that Silver offering, you would not have imagined it to be that wide of a gulf.

Perhaps the receptionist had just had a bad night when I decided to avail myself of the privilege one morning before flying off to Taipei. He looked visibly unhappy at his desk. He was most unwelcoming and quite arrogant as if he thought that was a bearing befitting his job at a supposedly exclusive facility. That didn’t quite bother me, as the facility itself should be enough to compensate for the cold reception.

But alas, it did not. The lounge was cramped with seats but not users. Quite strangely, the chairs were arranged like they were in a classroom. Perhaps there was a teaching class that had just ended. The self-service counter had a limited array of food – very ordinary, I must say – that looked like a buffet spread at some office event. We were not enthused, and left within five minutes without partaking of the pleasures it was supposed to offer. The receptionist didn’t say a word as we stepped out.

You can’t help the brand name association, which may be a good or a bad thing, how it fortifies or dilutes the image. It is understandable when passengers fly Tigerair or Scoot, they expect a little of the SIA rub-off. It is not so much about the tangible product which is clearly of a different tier, but a little if not much of the service culture. All the more so when the line between budget and mainstream airlines begins to blur.

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About Dingzi
Writer by passion, with professional expertise in aviation, customer service and creative writing. Aviation veteran, author, editor and management consultant. Besides commentary on business issues and life-interest topics, travel stories and book reviews, genres include fiction, poetry and plays. Nature lover who abhors cruelty of any form to animals, and a tireless traveler. Above all, a dreamer.

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