At the start of summer, Singapore seems to have finally turned the page on the Covid-19 crisis. In any case, at Singapore Airlineswe look to the future with a renewed confidence confirmed by the figures.
The reopening of the city-state to the world since the end of last year - and with the end of restrictions for all travellers vaccinated since 1 April - has boosted traffic. " Demand is exploding as we see a vital need to travel again. This is particularly true of a very strong recovery from Europe and North America. This is all the more reassuring as we have to live without the Chinese market for the time being" describes Lee Lik Hsin, Executive Vice President Commercial of Singapore Airlines.
A strong comeback for the network and demand
Against this very favourable backdrop, the airline carried 1.45 million passengers in April. This compares with 110,000 in April 2021... And it is gradually recovering its network. The group (SIA and its low-cost subsidiary Scoot) now serves 95 destinations in 37 countries around the world.. We are still a long way from the 137 destinations before the covid. But demand is picking up fast, and destinations and frequencies are following suit. In June, SIA offered 61 % of its pre-Covid-19 crisis capacity.. " We should reach 67 % of pre-pandemic levels in September. And I expect this percentage to improve before the end of the year.adds Lee Lik Hsin. The carrier has return to pre-crisis capacity by early 2023.
For example, SIA has just increased the number of daily flights to New York - one more flight than before the crisis. And on Paristhe carrier has just announced that it is back 10 weekly frequencies. From 2 JuneThe SIA will be offering three additional night flights from Paris to Singapore by Boeing 777-300ER in a four-class layout. Flights will leave Paris every Monday, Thursday and Saturday.
Singapore Airlines has an opportunity to seize in the region. The main competitor - in terms of quality and network - was certainly until the Covid period the Hong Kong airline Cathay Pacific. China's policy on Hong Kong and the "Zero Covid" strategy in the former British territory have disconnected the metropolis from the rest of the world and largely decimated the very existence of Cathay Pacific. It will certainly be a long time before Hong Kong regains its status as an international hub in Asia.
Admittedly, SIA is careful not to comment on Cathay's setbacks. But it is certainly taking advantage of its weakened position to highlight its strengths as a global airline. As well as increasing the strength of its network, Singapore Airlines is more than ever playing the map of excellence.
As a result, the carrier has inaugurated its new lounges at its Changi base at the end of May. An investment of 34 million to add a new dimension to the comfort of passengers in premium classes or gold members of the Krisflyer programme.
New standards of comfort for Singapore lounges
From now on, the following services will be available to passengers four lounges and areas in Terminal 3: the Krisflyer Gold lounge, the SilverKris Lounge, a First Class area in the SilverKris Lounge and "The Private Room. These four lounges double the available capacity, accommodating 1,150 passengers spread over 6,100 m².. " This means additional seating and space capacity of 30%" says Marvin Tan, Senior Vice-President Customer Services & Operations.
In particular, the company has worked on the new needs of passengers. The focus was on culinary offerings - one of SIA's strong points. Both the SilverKris Lounge and the Krysflyer Gold now offer buffets with a wide choice of Asian and Western dishes. Baristas have also been trained to serve cocktails and coffees... The First space, on the other hand, stands out for its à la carte menu, prepared in front of the traveller. Here too, regional specialities are served alongside international classics.
" We have taken into account the many requests made by our passengers. For example, the Krysflyer Gold Lounge has a shower area, which did not exist before." adds Marvin Tan.
The company is also proud of another innovation: for the first time, SIA is offering a real relaxation area. A room fitted out in First Class offers 14 couchette armchairs to rest for a few hours. " Even if, in fact, the average time spent in our lounges is two hours. But this is a need expressed by long-haul passengers." explain SIA's directors.
The ultimate touch of comfort: the Private Room, exclusively reserved for Singapore Airlines First Class passengers. In this haven of serenity, away from the hustle and bustle of passenger traffic, you can discover four day rooms with beds. All managed by Como Shambhalan, creators of urban resorts in Singapore.
The new lounges feature a contemporary design, with a sober, elegant choice of colours. And, unlike their predecessors, they leave more room for light. Artists have also reinterpreted the "Baju Kebaya", the famous SIA uniform created by Frenchman Pierre Balmain in the 1970s, in the decor.. And its elegant timelessness makes it the oldest uniform in air transport today. The batik motif used for the uniform can be found in the crystals decorating certain areas and on a large digital wall whose flowers open and close according to its algorithm...
From new cabs are also being designed. They should be brought into service with the delivery of the future Boeing 777-9. Admittedly, delivery has been delayed. " But our premium product offers consistent quality that is unique in our industry. We are the only airline to offer a 180° reclining sleeper seat in business class on all routes. - including regional lines" says Lee Lik Hsin. A powerful argument!
