Singapore Airlines: history of success
Singapore Airlines is the national airline of Singapore, was established on May 1, 1947. Its original name is Malayan Airways. In 1972 after separation from “Malaysia-Singapore Airlines”, the airline has got the name Singapore Airlines, which is up to nowadays.
Today, Singapore Airlines flies to 101 destinations in 35 countries on five continents from its base airport, Changi, the main civilian airport of Singapore. Every year, more than 20 million passengers from 40 countries of the world become customers of the airline. In addition, Singapore Airlines has two subsidiary low-cost airlines Scoot and SilkAir, which provide passenger services in Asia and Australia.
The airline's fleet includes 130 airplanes and is represented only by new long-range, wide-body Airbus and Boeing - the most comfortable, spacious and fuel efficient liners in the world. Most aircraft have a three-compartments layout (first, business and economy classes) and some of Boeing aircraft are used in a two- compartments layout (business and economy).
In 2008, the airline presented the new elite salon of Airbus-380, the design of which was developed by French designer Jean-Jacques Coste. By purchasing a ticket, the passenger will have at his disposal a separate comfortable room with a soft leather armchair, which turns into a bed, and his own bathroom. Here the passengers are offered Dom Pérignon champagne, Salvatore Ferragamo travel kit, sheets, pillows, pajamas and slippers from Givenchy and Jamaica Blue Mountain coffee (the most expensive in the world), which a pound of grains worth $ 120. The menu includes black caviar, foie gras and lobsters.
The airline pays special attention to the comfort of passengers, providing more space for economy class passengers, fully foldable armchairs in the first and business class (full flat bed) and a wide selection of entertainment programs available through an individual LCD screen in each class. The KrisWorld system offers more than 1,800 entertainment options, including movies, TV shows, audio CDs, interactive games, data applications and more. And the youngest passengers are offered games and a variety of toys.
In 1998, in order to improve the quality of the food of its customers, the airline created the International Culinary Group (ICP), which includes 8 world-famous chefs from the culinary capitals of the world who create dishes specifically for Singapore Airlines passengers. On average, ICP chefs develop about 50 new dishes a year.
On board passengers get Asian and international cuisine, focused on the region in which the flight is carried out. In addition, 24 hours before the flight you can order special meals: baby, vegetarian, dietary and religious, as well as to use the exclusive service "Book the Cook", which provides 60 dishes from various cuisines of the world.
During the flight, Singapore Airlines customers can enjoy fine wines from the finest vineyards in the world, selected by three world-renowned wine experts: Michael Hill Smith from Australia, Jeannie Cho Lee from Hong Kong and Stephen Spurrier from London. The airline provides approximately 2.1 million bottles of wine on board every year in all classes.
One of the main marketing resources of the airline is the image of a stewardess - “Singapore Girl” - the standard of Asian beauty, grace and hospitality.
For its implementation, in 1968 the airline turned to famous French couturier Pierre Balmain, who decided to dress girls in sarong-kebaya dresses resembling the traditional clothes of the peoples of Southeast Asia and so different from the formal and restrained uniforms of European flight personnel of that time. And today, after more than 50 years, it remains the same with very few changes.
Clothing is available in 4 colors that indicate the qualifications of flight attendants. So, the blue color of the dress is for new flight personnel, green is for seniors who are serving the first and business classes, red are the main flight staff, and purple for supervisors who participate in training young girls preparing for this prestigious profession.
It is noteworthy that in the Madame Tussauds Museum in London there is a wax figure “Singapore Girl”.
For frequent flyers, Singapore Airlines has developed the KrisFlyer program, which is recognized as one of the leading loyalty programs in the world among airlines. It provides participants the opportunity to spend the accumulated miles for a bonus flight by more than 20 partner airlines to more than 1,000 destinations in 170 countries. Miles can also be used to upgrade class of service up to a luxury class, first class or business class on Singapore Airlines and business class on SilkAir flights.
Speaking of partners - the world's largest airlines - it should be noted that in November 2016 Singapore Airlines signed a code-sharing agreement with the Russian airline Siberia (S7), which provides passengers broad options, comfort and convenience while traveling from Russia to countries of Southeast Asia, Australia and New Zealand. At the same time, passengers from these countries will have more opportunities for tourist and business trips to Russia.
Every day, more than 200 Singapore Airlines airliners take off into the sky, and so the Airline tries to reduce carbon emissions and to carry on its development without harming the environment. The corresponding program includes a set of actions to improve the design characteristics of aircraft engines, the use of light dishes and cargo containers, a reduction in the number of operational points and more frequent use of ground mobile power units, as well as a reduction in the operational load for the onboard auxiliary power units.
In addition, the airline provides scholarships and sponsorship for various arts, sports and education programs around the world, as well as participating in the project to preserve the Harapan jungle in Indonesia, which is home for more than 300 species of birds and mammals.
Singapore Airlines is one of the best airlines in Asia, which is evidenced by numerous awards and the highest ratings from prestigious experts and consulting agencies. Only in 2018 it won first position in the categories “Best Asia-Pacific Airlines”, “Best Airline First Class”, “Best Airline Economy Class”, “Best Airline for Business Travelers”. In Russia, it was recognized as the "Best Asian airline in Russia and the CIS countries" and "The most customer-oriented airline in the corporate segment."