Singapore Airlines Limited (SIA) (SGX: C6L) is the flag carrier of Singapore which operates from its hub at Changi Airport and has a strong presence in the Southeast Asia, East Asia, South Asia, and Oceania.
Singapore Airlines was the launch customer of Airbus A380, currently the world's largest passenger aircraft. SIA operates many airline-related subsidiaries, such as aircraft handling and engineering. Its wholly owned subsidiary SilkAir manages regional flights to secondary cities with short-haul aircraft. Subsidiary Singapore Airlines Cargo operates SIA's freighter fleet, and manages the cargo-hold capacity in SIA's passenger aircraft. Subsidiary Scoot operates in the low-cost carrier sector, along with Tigerair.
It ranks amongst the top 15 carriers worldwide in terms of revenue passenger kilometres, and 10th in the world for international passengers carried. On 15 December 2010, Singapore Airlines was announced by the International Air Transport Association as the second largest airline in the world by market capitalisation with a worth of 14 billion US dollars. Singapore Airlines utilises the Singapore Girl as its central figure in its corporate branding.
§History
§Corporate affairs
Singapore Airlines is majority-owned by Singapore government investment and holding company Temasek Holdings which holds 56% of voting stock.
The Singapore government, which holds a golden share via the Ministry of Finance, has regularly stressed its non-involvement in the management of the company, a point emphasised by Minister Mentor Lee Kuan Yew when he declared that the aviation hub status of Singapore Changi Airport will be defended, even at the cost of SIA. However, he was personally involved in defusing tensions between the company and its pilots, warned the airline to cut costs, and made public his advice to the airline to divest from its subsidiary companies.
Singapore Airlines is headquartered at Airline House, by Changi Airport in the Changi area of Singapore. Marie Bordet of Le Point said that the head office was "un tantinet décrépit" ("a little decrepit").
§Branding
Branding and publicity efforts have revolved primarily around flight crew, in contrast to most other airlines, who tend to emphasise aircraft and services in general. In particular, the promotion of its female flight attendants known as Singapore Girls has been widely successful and is a common feature in most of the airline's advertisements and publications. Although a successful marketing image for the airline, the "Singapore Girl" emphasis has been criticised as portraying women as subservient to males.
The Singapore Airlines logo is a bird, inspired by a silver kris, which comes from the keris, a dagger from Southeast Asia prominently featured in the region's myth and folklore. The keris is central in Singapore Airline's branding, such as the SilverKris lounge and the KrisWorld entertainment system. The logo is featured on the tailfin and in the airline's collaterals, and has remained unchanged since Singapore Airlines' inception from the split of Malaysia-Singapore Airlines. The logotype and stripes underwent a minor tweak in 1987. The livery had a recent change, which saw the "Singapore Airlines" logotype enlarged and moved towards the front and the "bird" logo on the tailfin enlarged, in a similar fashion to the livery variant used on the Airbus A380. However, the stripes and the "bird" remain the same.
§Destinations
Singapore Airlines flies to 62 destinations in 35 countries on six continents from its primary hub in Singapore. It has a strong presence in the Southeast Asian region, which together with its subsidiary SilkAir, connects Singapore with more international destinations in the region than any other Southeast Asian airline.
The airline has a key role on the Kangaroo Route. It flew 11.0% of all international traffic into and out of Australia in the month ended March 2008.
SIA has taken advantage of liberal bilateral aviation agreements between Singapore and Thailand, and with the United Arab Emirates, to offer more onward connections from Bangkok and Dubai respectively.
AirAsia, a low-cost airline based in Malaysia, accused Singapore Airlines of double standards, when it claimed that the Government of Singapore has attempted to keep it out of the Singapore market, although there has been no official word that Singapore Airlines has objected to the entry of AirAsia. Singapore Airlines has, instead, welcomed the liberation of the Singapore-Kuala Lumpur route which it dominated together with Malaysia Airlines for over three decades, accounting for about 85% of the over 200 flight frequencies then operated. A highly lucrative route for LCCs due to its short distance and heavy traffic as the fourth-busiest in Asia, bringing Singapore Airline's capacity share on the route down to about 46.7%, Malaysia Airlines' down to 25.3%, and increase to 17.3% to the three LCCs now permitted on the route, and the remainder shared by three other airlines as of 22 September 2008. Singapore Airline's capacity share will drop further from 1 December 2008 when the route is opened up completely to liberalisation, when it announced plans to share its capacity with sister airline SilkAir. Malaysia Airlines, the main opponent to liberalisation of the route and deemed to be the party which stands to lose the most, will continue to codeshare with both Singapore Airlines and SilkAir on the route.
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Singapore Airlines codeshares with the following airlines, besides Star Alliance members:
§Fleet
Singapore Airlines operates an all wide-body aircraft fleet from three aircraft families; Airbus A330, Airbus A380, and Boeing 777, totalling 108 aircraft at 28 February 2015. In keeping with its policy of maintaining a young fleet, it renews its fleet frequently.
§In-flight services
§Cabins
Singapore Airlines offers four classes of service - suites, first class, business class and economy class. Major upgrades to its cabin and in-flight service were announced on 17 October 2006, the first major overhaul in over eight years and costing the airline approximately S$570 million. Initially planned for its Airbus A380-800's introduction into service in 2006, and subsequently on the Boeing 777-300ER, the postponement of the first A380-800 delivery meant it had to be introduced with the launch of the first Boeing 777-300ER with the airline on 5 December 2006 between Singapore and Paris.
On 9 July 2013, Singapore Airlines, in collaboration with two design firms, James Park Associates and DesignworksUSA, unveiled the next generation of cabin products for First, Business, and Economy class, which will enter service onboard new Boeing 777-300ERs and Airbus A350s. London will be the first city served with the new product in September.
§Singapore Airlines Suites
Singapore Airlines Suites is a class available only on the Airbus A380. The product was designed by French luxury yacht interior designer Jean-Jacques Coste and consists of separate compartments with walls and doors 1.5 m high. The leather seat, upholstered by Poltrona Frau of Italy, is 35 in (89 cm) wide (with armrests up and 23 in (58 cm) wide when armrests are down) and a 23 in (58 cm) LCD TV screen is mounted on the front wall. The 78 in (200 cm) bed is separate from the seat and folds out from the back wall, with several other components of the suite lowering to accommodate the mattress. Windows are built into the doors and blinds offer privacy. Suites located in the center can form a double bed after the privacy blinds between them are retracted into special compartments between the beds and in the frame of the partition.
§First class
There are three variations of the first class cabin, although the Singapore Airlines Suites class is designated by Singapore Airlines as a "Class Beyond First" and uses a different fare code (R) (see above).
Introduced on 9 July 2013, the current "New" First Class is offered only on new Boeing B777-300ERs and Airbus A350-900s. Features include a 24-inch in-flight entertainment screen with video-touch screen handsets, adjustable in-seat lighting, and passenger control unit, inside a fixed-shell cabin with an 35 in (89 cm) wide seat, foldable into an 80 in (203 cm) bed.
The "Other" First Class is offered only on offered only on Boeing 777-300 and Boeing 777-300ER aircraft. Designed by James Park Associates, it features a 35 in (89 cm) wide seat upholstered with leather and mahogany and a 23 in (58 cm) LCD screen. The seats fold out into a flat bed and are arranged in a 1-2-1 configuration.
§Business class
Business Class was formerly known as Raffles Class until 2006. The latest version of the Business Class, the "New" Business Class, was unveiled on 9 July 2013 and available on new Boeing B777-300ERs and Airbus A350s. Features include power socket and ports all in one panel, stowage beside the seat, two new seating positions and an 18-inch in-flight entertainment screen. The seat has a recline of 132 degrees and can be folded into an 78 in (198.1 cm) length bed.
Long-Haul Business Class is available on Airbus A380 and Boeing 777-300ER, as well as refitted Boeing 777-200ER aircraft, where a fully flat bed is available in a 1-2-1 configuration featuring 30 in (76 cm) of seat width. These seats are forward-facing, in contrast to the herring-bone configuration used by several other airlines offering flat beds in business class. The leather seats feature a 15.4 in (39.1 cm) diagonal screen size personal television, in-seat power supply and 2 USB ports. This seat is also being progressively introduced on Boeing 777-200ER aircraft. 9 B777-200ER aircraft serving the long haul routes are now equipped with this Business class product. The product (usually operating on the A380, selected 777-200ER and 777-300ER aircraft) was voted the world's best business class by Skytrax in 2011.
On eight Airbus A380 aircraft, the first of which entered service in October 2011, Singapore Airlines extended the business class cabin to run the entire length of the upper deck, compared to the original configuration which shares the upper deck between 16 rows of business class and 11 rows of economy at the rear.
Medium & Short Haul Business Class is available on all Airbus A330-300, all Boeing 777-300 and 10 Boeing 777-200 aircraft, configured in 2-2-2 layout and with iPod connectivity, only available in the A330. The Business Class seat is lie-flat at an 8-degree incline, featuring Krisworld on a 15.4 inch screen.
SpaceBed seats are being progressively phased out and currently are available on 4 Boeing 777-200ER aircraft in a 2-2-2 configuration. The SpaceBed seats are 27 in (69 cm) wide and 72 in (183 cm) long and convert to an angled flat bed. They have a retractable 10.4 in (26.4 cm) personal television, and are being phased out in favour of New Business Class seats. Traditional Ultimo business class seats, which do not convert into beds, are offered on 3 Boeing 777-200 aircraft in a 2-3-2 configuration with an 8.4-inch screen.
§Premium economy class
Singapore Airlines will launch an all-new premium economy class on its Airbus A380 and Boeing 777-300ER with first flights from August 9, 2015. The seats will have 38 inch pitch (compared to a 32 inch pitch in standard economy), at 18.5-19.5 inches wide and with an 8 inch recline. The seats will also be fitted to the first 20 of Singapore Airlines' Airbus A350-900 jets.
§Economy class
The old economy class seats are currently available on 3 unrefitted Boeing 777-200s and 4 unrefitted Boeing 777-200ERs. They have VGA 6.1 inch personal television screens, footrests, adjustable headrests with side-flap "ears" and adjustable seat reclines. Baby bassinets are available at some bulkheads. These older Economy Class seats with the Wisemen 3000 system were introduced with the Boeing 777-200ER in 1997, for use alongside the existing Economy Class seats with the non-AVOD KrisWorld (at that time on board the airline's Boeing 747-400s and A340-300s, having been introduced in 1995) and the older-generation early 1990s seats without KrisWorld (at that time on board the airline's A310-200s and A310-300s). The first few aircraft were delivered without AVOD, as of 2015, there are no more aircraft without AVOD. After the first Boeing 777-200ER was delivered on 5 May 1997, the updated Economy Class seat was installed in all subsequent aircraft deliveries (including newer -SP* series Boeing 747-400s), as well as in refitted existing Boeing 747-400s in late 1997 and early 1998.
The previous generation Economy class seats on the Boeing 777-300ER, Airbus A380-800, and Airbus A330-300 are 19.5 in (50 cm) wide, have in-seat power and have a 10.6-inch personal television screen which has a non-intrusive reading light under it, which can be used by folding the screen outwards. These are configured 3-4-3 on the lower deck of the Airbus A380, 3-3-3 on the Boeing 777, and 2-4-2 on the Airbus A330, as well as the upper deck of the Airbus A380. Other features include an independent cup holder (separate from the fold-out table), a USB port, and a power socket, as well as an iPod port exclusively on board the Airbus A330.
Singapore Airlines introduced a similar design on board the Boeing 777 aircraft through their ongoing cabin retrofit program. The Boeing 777-300 is the first model to undergo refit and has introduced the product on the Singapore-Sydney route on 22 July 2009. It was equipped with slightly smaller 9-inch screens (which are however larger than the 6.1 inch VGA screens on unrefitted aircraft) and AVOD in each seat. The seats are installed on board the airline's 777 fleet except the 300ER aircraft. They are available on board 10 B777-200s, 7 B777-300s and 9 B777-200ERs.
A redesign of the Economy Class seat was unveiled on 9 July 2013 alongside new first and business class products. Features include increased legroom, slimmer seats, an adjustable headrest, and an 11.1 inch-touch screen inflight entertainment system which is also controllable with a video touch-screen handset as well as brand new KrisWorld software. The new seats were originally announced to only be available exclusively on board factory-fresh Boeing 777-300ER, but following customer feedback, Singapore Airlines announced it would refit select older 777-300ER aircraft with new cabin products as well.
§Catering
Singapore Airlines offers a wide array of food options on each flight. Regional dishes are often served on their respective flights, such as the Kyo-Kaiseki, Shi Quan Shi Mei, and Shahi Thali meals available for first class passengers on flights to Japan, China and India, respectively.
SIA has also introduced a Popular Local Fare culinary programme offering local favourites to passengers in all classes flying from selected major destinations.
They published a cookbook in 2010 titled, Above & Beyond: A Collection of Recipes from the Singapore Airlines Culinary Panel.
Business and first class passengers may also choose to use the "Book the Cook" service on some flights, where specific dishes may be selected in advance from a more extensive menu.
§KrisWorld
KrisWorld is Singapore Airlines' in-flight entertainment system, introduced in 1997 on Boeing 747-400, Airbus A310-300, Airbus A340-300 and Boeing 777-200 aircraft. KrisFlyer overhauled Singapore Airlines' in-flight experience with a new, cheap entertainment solution that would supersede the very primitive Thales entertainment system on offer at that time by Virgin Atlantic and Emirates.
The original KrisWorld introduced 14 movies, 36 television programmes and 5 cartoons, as well as many Super Nintendo games, KrisFone and fax, text news and flight path in all classes. The original KrisWorld was subsequently upgraded to feature Wisemen 3000, an audio and video on-demand version of the KrisWorld system featuring exclusively in First and Raffles Class cabins, then progressively being introduced into Economy Class in 747 cabins and selected 777 cabins.
In 2002, Singapore Airlines introduced a re-branding of the KrisWorld system. Named Enhanced KrisWorld, it featured additional movies, television programming, music and games, and was installed on Boeing 747-400 and selected Boeing 777-200 aircraft. Connexion by Boeing, an in-flight Internet service, was introduced in 2005. Live television streaming was proposed on Connexion, but this service was discontinued in December 2006. From October 2005, Singapore Airlines began offering complimentary language lessons by Berlitz. and, starting December 2005, live text news feeds.
In 2007, a new KrisWorld based on Red Hat Enterprise Linux was introduced, featuring a new interface, additional programming and audio and video on demand as standard. Widescreen personal video systems were installed in all cabins, including 23-inch LCD monitors in First Class, 15-inch monitors in Business Class, and 10.6-inch monitors in Economy Class. The new KrisWorld is available on Airbus A330, Airbus A380 and Boeing 777-300ER. Features include:
- Widescreen LCD TV with 1280 x 768 resolution
- A range of movies, TV, music, games, and interactive programs
- Built-in office software, based on the StarOffice Productivity Suite for use with the USB port
- In-seat AC power port
A $400 million brand new KrisWorld entertainment system was unveiled in 2012. This comes from a major deal with Panasonic Avionics, who will provide the latest Panasonic eX3 systems. The eX3 system features larger screen with much higher resolution, wide touch screen controllers, new software, and, above all, in-flight connectivity. Singapore Airlines launched their in-flight connectivity in August 2012. Passengers are now able to make phone calls, send text messages and access the internet for a fee. The new eX3 systems are unveiled alongside the new cabin product, and is available on Boeing 777-300ERs, Airbus A380s and the upcoming Airbus A350s.
Singapore Airlines is one of only few airlines which have personal TVs in every class on every aircraft, with their last aircraft with no personal TV in every seat, Airbus A310-200, withdrawn in 2002.
§Lounges
§SilverKris Lounge
The Silver Kris Lounge is Singapore Airlines premium lounge, available to departing Singapore Airlines Suites, First Class and Business Class passengers in addition to Solitaire PPS Club, PPS Club and KrisFlyer Elite Gold members travelling on Singapore Airlines. These lounges are located in the following locations:
The SilverKris Lounges at Changi Airport are also open 24 hours and are also accessible to departing first class and business class passengers travelling on Star Alliance flights. They feature Internet workstations, wireless internet access, conference rooms, bars, restrooms, showers as well as dining and lounge areas.
§The Private Room
The Private Room opened on 1 July 2008 and is located in the First Class section of the SilverKris Lounge in Terminal 3 at Changi Airport. Originally for the exclusive use of full-fare Singapore Airlines Suites and first class passengers, the entry requirements were relaxed in 2009 to include access for all Suites and First Class passengers. It features a restaurant as well as two private rooms, as well as lounge facilities, business centre, and a buffet and dining room.
§KrisFlyer Gold Lounge
The KrisFlyer Gold Lounges are located in Terminal 2 and Terminal 3 of Changi Airport adjacent to the Silver Kris Lounges and are accessible by departing KrisFlyer Gold members as well as Star Alliance Gold members travelling in economy class on Singapore Airlines or other Star Alliance flights. The KrisFlyer Gold Lounge features buffet and dining areas, televisions, lounge areas, Internet workstations as well as complimentary wireless internet, but unlike the SilverKris Lounge, does not feature bathrooms or showers.
§Frequent flyer programme
Singapore Airlines' frequent flyer programme, has two categories:
§KrisFlyer
Miles are earned and redeemed on Singapore Airlines own services as well as with Krisflyer partners. Partners include all Star Alliance members, SilkAir, Virgin Atlantic Virgin Australia, Air India, and numerous hotel chains and car-hire companies. KrisFlyer is divided into KrisFlyer, KrisFlyer Elite Silver and KrisFlyer Elite Gold, which correspond to Star Alliance Silver and Gold, respectively.
Elite Silver and Elite Gold status is given to passengers who have accrued 25,000 and 50,000 miles (80,000 km), respectively, within a 12-month period. The 12-month period is predefined according to when a passenger initially applied for KrisFlyer membership, so travelling 25,000 miles (40,000 km) over a 12-month period may not qualify for Silver status unless it corresponds with the 12-month period assigned to them by Singapore Airlines.
Singapore Airlines flights in booking class G (group and promotional fares) and SilkAir flights in booking classes W and L earn no miles, while Singapore Airlines flights in booking classes V, Q, N and T (promotional fares) will receive between 10% to 50% of mileage
§The PPS Club
Priority Passenger Service (PPS) is for passengers who have accumulated S$25,000 worth of PPS Value within a year. PPS Value is acquired while flying Singapore Airlines Suites, First Class or Business Class on Singapore Airlines, or Business Class on SilkAir. The PPS is divided into the PPS Club, Solitaire PPS Club and the Solitaire PPS Club Life.
A member with PPS Club status will qualify for Solitaire PPS Club by accumulating PPS Value of S$250,000 within five years. The Solitaire Life PPS Club status was formerly given to members who accrued a total of 1,875,000 miles (3,018,000 km) or 1,000 PPS sectors. Benefits are equal to Solitaire PPS Club members but did not have a re-qualification criteria. Singapore Airlines has since ceased accepting new Solitaire Life PPS Club members.
All PPS members have priority check-in, baggage handling, guaranteed Economy Class seats when wait-listed on Business and First Class and have access to the business-class section of the Silver Kris Lounge. Solitaire PPS members and their spouses also access First Class check-in and the First Class sections of Silver Kris Lounge.
§Marketing and sponsorships
SIA has been the main sponsor of the Singapore Airlines International Cup, a Group 1 flat horse race, since its inception in 2000.
In April 2014, SIA announced that it has signed an agreement with the Formula One Group to be the Title Sponsor of the Formula 1 Singapore Grand Prix, taking over from Singtel.
§Incidents and accidents
This covers Singapore Airlines flights; for incidents relating to SilkAir see that article.
- 26 March 1991 - Singapore Airlines Flight 117, an Airbus A310-300 was hijacked by Pakistani militants en route from Kuala Lumpur International Airport to Singapore Changi International Airport, where it was stormed by the Singapore Special Operations Force. All of the hijackers were killed in the operation, with no fatalities amongst the passengers and crew.
- 21 July 1997 - a Singapore Airlines Learjet 31 9V-ATD plane carrying a trainee pilot and instructor travelling from Phuket to Ranong crashed into high terrain. The instructor misread the Ranong DME thereby causing the trainee pilot to descend below minimum altitude.
- 31 October 2000 - Singapore Airlines Flight 006, a Boeing 747-400, crashed on takeoff from Taiwan Taoyuan International Airport, previously Taiwan Chiang-Kai-Shek Airport, when it tried to depart for Los Angeles International Airport and collided with construction equipment that had been parked on a closed runway. The crash killed 83 of the 179 onboard and injured a further 71 people. SQ006 was the first and only fatal crash of a Singapore Airlines aircraft. The accident aircraft 9V-SPK was painted in a "Tropical" promotional livery at the time of the accident. 9V-SPL, the only other aircraft painted with the promotional livery, was immediately removed from service and repainted with standard Singapore Airlines livery.
- 12 March 2003 - Singapore Airlines Flight 286, a Boeing 747-400 departing Auckland, New Zealand for Singapore suffered a serious tailstrike on take-off causing major damage to the tail section of the aircraft. The aircraft returned safely to Auckland. The tail strike occurred because the rotation speed had been mistakenly calculated for an aircraft weighing 100 tonnes less than the actual weight of the aircraft.
§See also
- List of airlines of Singapore
- Transport in Singapore
§References
§External links
- Official website
Interesting Informations
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