Singapore Air Adds Sleepers, Ups Biz Class Service

<B> Singapore Air Adds Sleepers, Ups Biz Class Service</B>

By Jay Campbell

Following a trend in which many airlines are rethinking the role of their premium classes, Singapore Airlines is taking the highest road, installing sleeper seats/beds in first class and bringing business class up to par with many carriers' first class service.

Singapore's entire fleet of 747s is undergoing extensive improvements in all three classes, including a bold new livery. The results of this $300 million project--the largest in the airline's history--already can be seen and felt on flights between London and Singapore and will be introduced on service from New York JFK in November.

The first class cabin now features 12 seats, down from 16, that convert into flat beds. The cabin also has retractable work desks, 14-inch video screens with 60 entertainment options, and laptop power outlets. Revamped menu selections are available whenever the passenger chooses.

Raffles, Singapore's business class product, also has cut capacity on each 747 from 65 to 58 seats, so that both pitch and width could be expanded. The carrier now offers a 52-inch seat pitch, which it said leads the world among major carriers offering three classes of service. The business class seats also have power ports, telephones, headsets with noise cancellation features and privacy screens. As in first class, meals are served whenever the passenger requests.

Improvements in service reach to the ground as well. First class passengers soon will be greeted at curbside, relieved of their baggage and escorted to a lounge for streamlined checkin. This pre-flight convenience already is available at Changi Airport in Singapore.

"You may well ask why we are spending such an enormous sum of money at a time like this," said Dr. Choong Kong Cheong, Singapore Airlines' deputy chairman and CEO, referring to the Asian financial crisis. "The answer is simple: we have a reputation to uphold. Our passengers expect the best from Singapore Airlines and the best is what they'll get."

Despite the region's difficulties, Singapore Airlines "has the wherewithal, financially and culturally, to defend our reputation, and we will not hesitate to put our money where our mouth is," he added. "No carrier will be allowed to wrest from us our mantle of service and product supremacy."

Like many airlines, Singapore is reconsidering its traditional approach to premium class service, in a market where "you have to have a certain level of service, or you're out," said John Lindekens, vice president of North and South America for Belgian flag carrier Sabena. "Traditional first class is no longer in the running with the new, far superior sleeper seats."

Sabena tried the sleeper seat concept, Lindekens said, but found that, even with two flight attendants assigned to six "beds," it was "lucky to sell three" at full price. The carrier has since dropped first class altogether, as will its partner Delta (see story, page 16). "A lot of these kinds of things are done for prestige or image, but a lot of carriers can't make it work," he said. "I'm not sure its even working for British Airways and Air France, although they do serve big first class markets."

Some other carriers also recently upgraded their premium cabins. On June 18, Qantas launched the first of its fully reconfigured B747-400 aircraft featuring full-recline sleeper seats and electronically adjustable "Dreamtime" business class seats. Currently, only flights between Australia and the United Kingdom are equipped with the new configuration, but the entire long-haul fleet will be completed by late winter or early spring 1999.

The Melbourne-based carrier said it would spend $A250 million (about US$153 million) on its upgrade program. The 14 first class seats recline to a full 6'6" bed, and feature ottomans, an entertainment center and two foldaway tables for dining, and working. The business class seats feature touch pad controls for legrests, lumbar support, seat recline and headrest positions.

Elsewhere, Mexicana Airlines earlier this year introduced business class for the first time on its flights between Mexico and the United States, Canada and Central and South America, as well as within Mexico. Called Executive Class, the new service features special checkin counters, lounges and priority boarding, as well as wider seats (12 altogether), more legroom, personal videos and enhanced meal service.

"Increased commercial activity to Mexico, particularly with Canada and the United States, means we're carrying more business travelers," said Fernando Flores, the airline's president.

Mexicana officials also said the carrier is upgrading its entire product to put it on par with partners Lufthansa and United and increase its chances of being added to the Star Alliance next year.