Singapore Airlines

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Singapore Airlines
Syarikat Penerbangan Singapura
新加坡航空公司
சிங்கப்பூர் விமான சேவை
260px
IATA ICAO Callsign
SQ SIA SINGAPORE
Founded 1 May 1947; 77 years ago (1947-05-01) (as Malayan Airways)
Commenced operations 1 October 1972; 51 years ago (1972-10-01)
Hubs Singapore Changi Airport
Frequent-flyer program
Airport lounge SilverKris Lounge
The Private Room
KrisFlyer Gold Lounge
First Class Reception Lounge
Alliance Star Alliance
Subsidiaries Scoot
SilkAir
Singapore Airlines Cargo
Tigerair
Fleet size 109
Destinations 64
Company slogan 'A Great Way to Fly' (English)
'Cara Terbaik untuk Terbang' (Malay)
Parent company Temasek Holdings (56%)
Headquarters Airline House
25 Airline Road
Singapore 819829
Singapore
Key people Goh Choon Phong (CEO)
Revenue Increase S$15.565 billion(FY 2014/15)
Operating income Increase S$442.9 million (FY 2014/15)
Net income Increase S$367.9 million (FY 2014/15)
Employees 23,963 (FY 2014/15)
Website singaporeair.com
Singapore Airlines celebrated Singapore's Golden Jubilee with its Airbus A380 in 'SG50' livery.

Singapore Airlines Limited (SIA; SGX: C6L) is the flag carrier of Singapore with its hub at Changi Airport.

The Singapore Airlines group includes many airline-related subsidiaries: SIA Engineering Company handles maintenance, repair and overhaul (MRO) business across nine countries, with a portfolio of 27 joint ventures, including with Boeing and Rolls-Royce. Singapore Airlines Cargo operate SIA's freighter fleet and manages the cargo-hold capacity in SIA's passenger aircraft.[1] Its airlines subsidiaries: SilkAir, operates regional flights to secondary cities; Scoot and Tigerair operates in the low-cost carrier sector.

Singapore Airlines was the launch customer for the Airbus A380, the world's largest passenger aircraft. It ranks amongst the top 15 carriers worldwide in terms of revenue passenger kilometres,[2] and 10th in the world for international passengers carried.[3] On 15 December 2010, Singapore Airlines was named 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.[4] Singapore Airlines utilises the Singapore Girl as its central figure in its corporate branding.[5] The airline is also regarded as a Singaporean national symbol and icon.

History

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Main article: History of Singapore Airlines

Corporate affairs

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Main article: Corporate affairs of Singapore Airlines

Singapore Airlines is majority-owned by the Singapore government investment and holding company Temasek Holdings which holds 56% of voting stock.[6]

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.[7] However, he was personally involved in defusing tensions between the company and its pilots,[8] warned the airline to cut costs,[9] and made public his advice to the airline to divest from its subsidiary companies.[10]

Singapore Airlines is headquartered at Airline House, by Changi Airport in the Changi area of Singapore.[11]

Branding

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Further information: Singapore Girl

Branding and publicity efforts have revolved primarily around flight crew,[12][13] 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.[14]

The Singapore Airlines logo is a bird, inspired by a silver kris,[15] 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.[16] 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

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Main article: Singapore Airlines destinations
Singapore Airlines flies to 62 destinations in 35 countries on six continents.

Singapore Airlines flies to 61 destinations in 35 countries on six continents[17] 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.[18]

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.

Boeing 777-300ER departs London Heathrow Airport (2014)

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,[19] although there has been no official word that Singapore Airlines has objected to the entry of AirAsia. Singapore Airlines has, instead, welcomed[20][21] the liberation of the Singapore-Kuala Lumpur route which it dominated together with Malaysia Airlines[22] for over three decades,[23] accounting for about 85% of the over 200 flight frequencies then operated.[24] A highly lucrative route for LCCs due to its short distance and heavy traffic as the fourth-busiest in Asia,[25][26] 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.[27] 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.[28] Malaysia Airlines, the main opponent to liberalisation of the route[29] 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.[30]

On 14 October 2015, Singapore Airlines announced plans to resume the world's longest non-stop flight between Singapore and Newark Liberty Airport, New Jersey (located in the New York Metropolitan Area) – a 15,300 km (9,500 mi), 19-hour route that the airline had dropped in 2013 in part secondary to aircraft constraints.[31] According to the airline, the route would be accommodated after anticipated delivery in 2018 of new Airbus A350, in place of the former A-340 aircraft employed during the previous operation of this route.[31]

Codeshare agreements

Boeing 747-400 at Singapore Changi Airport in Star Alliance livery while still maintaining its corporate logo on the tail

Singapore Airlines codeshares with the following airlines in addition to other Star Alliance members:[32]

Fleet

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Main article: Singapore Airlines fleet
Boeing 777-300ER (9V-SWA), the first of the −300ER variant to be delivered on 23 November 2006, taking off from Zürich Airport. The next generation of cabin products for First, Business, and Economy class, will enter service onboard all Boeing 777-300ERs.
An Airbus A380-800 at Zurich Airport in 2010.
Subtle livery changes were made in 2007, specifically to accommodate the arrival of the A380. These included a larger company name and a larger Singaporean flag on the fuselage and a larger tailfin logo as seen on the 747 on the left.

Singapore Airlines operates an all wide-body aircraft fleet from three aircraft families; Airbus A330, Airbus A380, and Boeing 777, totalling 109 aircraft at 31 December 2015.[36] In keeping with its policy of maintaining a young fleet, it renews its fleet frequently.[37]

In-flight services

Cabins

Singapore Airlines offers five classes of service – suites, first class, business class, economy class and premium economy class. Major upgrades to its cabin and in-flight service were announced on 17 October 2006,[38] the first major overhaul in over eight years and costing the airline approximately S$570 million.[39] 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.[40][41]

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.[42]

Singapore Airlines Suites

Singapore Airlines Suites[43] 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 centre 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.

Boeing 777-300ER First Class

First class

Introduced on 9 July 2013, the "New" First Class is offered only on new Boeing 777-300ERs. 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.[42]

The "Other" First Class is 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.

Boeing 777-300ER Business Class

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 is available on new Boeing B777-300ERs and the Airbus A350s upon their delivery. 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 a 78 in (198.1 cm) length bed.[42]

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.[44] These seats are forward-facing, in contrast to the herring-bone configuration used by several other airlines offering flat beds in business class.[45] The leather seats feature a 15.4 in (39.1 cm) diagonal screen size personal television, in-seat power supply and 2 USB ports.[46] This seat is also being progressively introduced on Boeing 777-200ER aircraft.[47] 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.[48]

Medium and Short Haul Business Class is available on all Airbus A330-300, all Boeing 777-300 and 9 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.[42][49]

SpaceBed seats are being progressively phased out and are available on 3 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 2 Boeing 777-200 aircraft in a 2-3-2 configuration with an 8.4-inch screen.

Premium Economy class

Singapore Airlines launched an all-new premium economy class on its Airbus A380 and B777-300ER aircraft. Singapore Airlines has also announced that the first flight with premium economy class would be on 9 August 2015 from Singapore to Sydney, Hong Kong and Auckland. The seats will have 38-inch pitch (compared to a 32-inch pitch in standard economy), at 18.5-19.5 inches wide with an 8-inch recline. The seats will also be fitted to the Singapore Airlines' Airbus A350-900 jets which will be delivered in early 2016.[50]

Economy class

Airbus A380-800 Economy Class

The old economy class seats are available on 2 un-refitted Boeing 777-200s and 3 un-refitted 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.[51] 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 in (48 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.[52] 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.[53] 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.[54] 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 all older 777-300ER aircraft with new cabin products as well.[42]

An appetiser served in Business Class

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 destinations.

They published a cookbook in 2010 titled, Above & Beyond: A Collection of Recipes from the Singapore Airlines Culinary Panel.[55][56][57]

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.[56]

KrisWorld

KrisWorld logo

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.[58] KrisFlyer overhauled Singapore Airlines' in-flight experience with a new, cheaper entertainment solution that would supersede the very primitive Thales entertainment systems on offer at that time by Virgin Atlantic and the Emirates Google Doodle for its 5th anniversary.[59]

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.[60]

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.[61] and, starting December 2005, live text news feeds.[62]

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.[63][64] The new KrisWorld is available on Airbus A330, Airbus A380 and Boeing 777-300ER. Features include:

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.[65]

SIA "Boarding Pass Privileges" program

Singapore Airlines also have a long-standing program with more than a hundred vendors to provide privileges to all SIA passengers. Passengers can enjoy special privileges just by flashing their SIA or Silk Air boarding pass (within one month of its validity), Krisflyer card or PPS membership card.[66]

SIA Hop On Bus

SIA Hop On bus is a bus service offered to the public (with discounts for Singapore Airlines and Silkair passengers holding a boarding pass and transitting in Singapore). The ride offers 'transit SQ or MI passengers and public' a one-day pass to explore most of Singapore. Narration on board the buses is offered in multiple languages.

Frequent flyer programme

Singapore Airlines' frequent flyer programme, KrisFlyer, is divided into multiple tiers:[67][68]

  • KrisFlyer – The basic level at which one starts earning 'miles',
  • KrisFlyer Elite Silver – The airline's rendition of Star Alliance's Silver tier of passengers,
  • KrisFlyer Elite Gold – The airline's rendition of Star Alliance's Gold tier of passengers,
  • Priority Passenger Service (PPS) Club – Provides Star Alliance Gold privileges on Singapore Airlines and other Star Alliance members, as well as further privileges on Singapore Airlines.

Incidents and accidents

Singapore Airlines Boeing 747-400 9V-SPK involved in Singapore Airlines Flight 006

This covers Singapore Airlines flights; for incidents relating to SilkAir see that article.

See also

References

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  24. ↑ Malaysia's AirAsia covets Singapore-Kuala Lumpur route. Taipei Times (9 December 2010). Retrieved on 16 December 2010.
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