The world’s most awarded airline continues to reach new heights as it provides world-class in-flight experiences and unparalleled services to its customers from all parts of the globe — as it gives back to the communities it serves.
By GRACE C. DIEZ
As 2024 draws to a close, Singapore Airlines (SIA) soars as the recipient of several awards, including the 2024 Skytrax award for the world’s Best First-Class Service, Best Cabin Staff and Best Airline in Asia. On top of these, Business Traveller Asia-Pacific and the UK Awards also recently bestowed upon it the Best Airline, Best First Class and Best Economy Class awards.
More than that, SIA’s banner year is marked not just by trophies, but also its continuous growth and expansion in many parts of the world.
For one, SIA continued to enhance its network by increasing capacity and adding several new destinations to its Group network. In the Philippines, SIA introduced direct flights to Cebu, which helped enhance connectivity to and from the booming island province.
In addition, the airline also expanded its European network by launching flights to Brussels and marking SIA’s return to the Belgian capital after 20 years. SIA also recently added its London Gatwick services and Beijing’s Daxing International Airport to its network.
To accommodate the higher volume of passengers traveling during peak travel season, SIA also increased flight frequencies to popular destinations such as Hanoi, Ho Chi Minh City, Johannesburg, Melbourne, Perth, Phuket, Seoul (Incheon), Sydney and Tokyo (Narita).
Soaring in the Philippines
Consistently named by various award-giving bodies as Asia’s Best Airline, SIA continues to nurture a rewarding and much-valued relationship with the Filipino market.
“Since 1972, the Philippine market has evolved significantly. There has been substantial growth in both business and leisure travel, driven by economic development and an increasing growth in the middle class. Filipino travelers today are more discerning and seek higher quality and value in their travel experiences. Singapore Airlines has adapted to these changes by continuously enhancing our products and services and expanding our network connectivity to meet the growing demand,” explains Liwei Tai, SIA Philippines general manager.
Knowing that Filipino fliers prioritize excellent service, comfort and value for money, she further adds that SIA makes sure to meet these expectations by offering world-class in-flight service, comfortable seats, and a variety of in-flight entertainment and dining options. “Our commitment to providing a seamless travel experience, from check-in to arrival, ensures that all of our customers feel well-cared for,” adds Tai.
A staunch supporter of tourism initiatives in the Philippines, SIA also actively promotes the country as a travel destination. “We collaborate with local tourism boards and participate in joint marketing campaigns to attract international visitors. Our extensive network and convenient flight schedules make it easier for tourists to explore the Philippines, thereby contributing to the growth of the local tourism industry,” she explains.
By showcasing the diverse and beautiful landscapes of the Philippines, the airline is able to promote the country to its passengers from all over the world. According to Statista, 36.44 million passengers flew via SIA from 2023-2024. “This not only boosts tourism but also supports local economies and communities, aligning with our commitment to sustainable and responsible travel,” Tai says.
Collaborative spirit
Proving that there’s room for collaboration even in the midst of competition, SIA also signed a codeshare agreement with Philippine Airlines for enhanced travel connections between Singapore and the Philippines. This aims to support the growing demand for business and leisure travel between the two countries.
This is reflective of SIA’s collaborative approach when it comes to capitalizing on various growth opportunities and navigating uncertainties in the business landscape, not just in the Philippines, but also in Asia and other parts of the world. Establishing stronger partnerships through codeshare arrangements with other carriers also enhance ground experience for customers, who now travel across a combined network that covers 387 destinations.
“The airline industry faces ongoing challenges, including rising geopolitical tensions, an uncertain macroeconomic climate, supply chain constraints and high price inflation. Despite the intensifying competition, the SIA Group is well-positioned to navigate these challenges as it continues to reap the benefits of its strategic initiatives that it has been working on over the years. It is through the investment in our products and services, as well as the enhancement of our network that we can remain competitive and meet the evolving needs of our customers,” assures Tai.
Navigating a post-pandemic world
Much of SIA’s success can also be traced back to its decisive and tactical approach in battling the adverse effects of the COVID-19 pandemic. “SIA embarked on two key strategies early in the pandemic. Not only did we implement rigorous health and safety protocols to reassure our customers as they continued to fly with us, but we also endeavored to enhance our products and services to meet evolving customer needs and preferences, in order to retain our leadership position at the end of it,” explains Tai.
Its proactive “first off the blocks” strategy also guided the group as it raised S$23.5 billion in fresh liquidity during the pandemic — considered the highest in the airline industry. This included S$15 billion from its Rights Issue (S$5.6 billion through Rights, and S$9.7 billion through Rights Mandatory Convertible Bonds), and S$8.5 billion through bond issuances at competitive interest rates, secured financing and aircraft sale and leaseback transactions.
Moreover, SIA implemented a second transformation program from 2020-2023, which introduced operational and staff measures and digital solutions to create a more agile, lean, efficient organization with high productivity levels.
In a bold move amid the global crisis, the SIA Group further modernized its fleet during the pandemic by retiring older generation aircraft, including Airbus A330s and Boeing 777-200s, to make room for new generation aircraft like the Airbus A350s, Boeing 787s and Boeing 737-8s. Apart from building a modern, fuel-efficient fleet, the move resulted in lower operating costs in the long run.
With both staff and aircraft taken care of, it enabled SIA to deploy capacity ahead of the competition. The stable manpower and fleet allowed SIA to rebuild its network and, together with subsidiary Scoot, captured the significant increase in demand for air travel when borders reopened.
“By mid-2023, we saw a significant uptick in passenger volumes and revenue. The return to profitability in the second half of 2023 was a clear indicator that we were on the right track. In the first half of fiscal year 2024, the demand for air travel remained healthy, with SIA and Scoot carrying 19.2 million passengers, marking a 10.8 percent year-on-year increase,” Tai ends.
But perhaps the biggest indication that SIA is on track to brighter and clearer skies ahead is its announcement of a S$1.1 billion investment in cabin upgrades this year for 41 A350-900 long-haul (LH) and ultra-long-range (ULR) aircraft, further redefining the premium travel experience. It is also set to introduce a First Class cabin in seven A350-900 ULR aircraft and install next-generation Business Class seats in all 41 aircraft. The new First Class and Business Class seat designs will incorporate thoughtful elements that push the boundaries of comfort, luxury and modernity, allowing its customers to relax or work effortlessly on board.
