SIA Improves Classes In Its Largest Refit Launch
<B> SIA Improves Classes In Its Largest Refit Launch</B>
By Lai Ee Na
Singapore Airlines has announced major improvements to its first, Raffles and economy classes on its 37 Boeing 747-400 Megatop aircraft. SIA has invested more than $300 million in the project, making it the biggest launch in the flag carrier's history.
"Our objective is simple: We want to redefine the travel experience," said SIA executive vice president Michael Tan. "In upgrading this product we expect the market response to be positive. Whatever fare we put up will be reasonable. We are watching the market, the routes and the competition."
Seats in first-class cabins have been reduced from 16 to 12, and can be converted into beds. SIA also has installed 14-inch personal video screens to replace the former standard five- to six-inch models. Meal times now are the prerogative of passengers, whose needs can be supplied by an onboard kitchen. In addition, SIA has opened a personalized checkin lounge at Changi Airport for all first-class passengers, replacing the over-the-counter process.
In Raffles class, SIA's business class, passengers can expect an increased seat pitch from 47 to 52 inches, a 142-degree seat recline, a privacy divider, an in-seat power supply for laptops, as well as adjustable headrests, lumbar support and footrests. The number of seats in Raffles also has been reduced by seven, to 58.
In economy class, passengers can enjoy personal video screens, in-seat phones, adjustable headrests and champagne. Apart from the Megatop fleet, the new features also will be provided on SIA's fleet of Airbus 340s, Celestar and Jubilee B777 aircraft. The refit is expected to be completed by the end of this year.
Acknowledging that the economic downturn has affected business travel, senior vice president of marketing planning Huang Cheng Eng said, "We're keeping our ears to the ground."
Still, Business Travel International regional office director David Pettigrew said, "I doubt SIA can raise fares in Asia. Most of my clients are talking about cutting T&E costs.