SingaporeAirlines is the national carrier of Singapore and is based at the SingaporeChangi Airport. It is internationally recognized as one of the world'sleading carriers. Their route network spans over 90 cities in more than 40countries and they fly the most modern fleet in the industry.

Whollyowned subsidiary SilkAir flies short-haul regional routes, also providingpremium services. The airline is notable for using the Singapore Girl as its central figure in corporatebranding. It has been ranked as the world's best airline by Skytrax four times and topped Travel & Leisure's best airline rankingsfor more than 20 years.

History:

·        1937:In mid-October, Malayan Airlines wasincorporated by the Ocean Steamship company of Liverpool, the Straits Steamshipcompany of Singapore and Imperial Airways.

·        1947: On the 1^st of May, AirspeedConsul of Malayan Airways Limited took off from Singapore’s Kallang Airport.

·        1957: The airline went public.

·        1963:In mid-September, Malaya, Singapore, Sabahand Sarawak formed the Federation of Malaysia and the airline’s name waschanged from “Malayan Airways” to “Malaysian Airlines”. Three years later itbecame Malaysia-Singapore Airlines.

·        1972:Malaysia-Singapore Airlines ceased operationsand was divided into Singapore Airlines and Malaysian Airlines System.

·        1980s:During this period, new destinations in theUnited States, Canada and Europe were added to the network and new aircraftjoined the fleet. Singapore Airlines became the first carrier to provide aninternational commercial flight across the Pacific.

·        1990s:During this period, Singapore Airlines addedthe Kris Fone which was the first global sky telephone service and continued torenew its fleet.

·        2004: Introduced the firstnon-stop air services between Singapore and the USA, flying to/from Los Angelesand Newark.

·        2010: Singapore Airlines addsMunich as its latest international destination, inaugurating the Singapore –Munich – Manchester service. Later that year, the airline’s award-winningmagazine Silver Kris went online.

·        2011: Singapore Airlines launcheda low-fare subsidiary. Later that year, the new airline named SCOOT initiateslong haul flights. On the same year, the airline adds PayPal as a new paymentoption for its online ticket sales. Hong Kong becomes the airline’s busiestairport outside Singapore, and the airline launches its inaugural flight toSouth America through Sao Paulo Guarulhos airport.

·        2012: Singapore Airlines phasedout its last 747 airplane from its fleet, after 40 years of service. Moreover,it announced new designations and contracts to develop and design the nextgeneration of cabin products and new design concepts for its airport loungesworldwide. Also, a major agreement with Panasonic Avionics was signed for thedevelopment of new advanced in-flight entertainment systems.

·        2014: In May, Singapore Airlinesannounced the upgradation of 19 Boeing 777-300ERs with next-generation cabinproducts, featuring new seats in all travel classes and the world’s mostadvanced in-flight entertainment system.

·        2015: In October SingaporeAirlines signed an agreement to be the launch customer for a newultra-long-range variant of the Airbus A350 aircraft, enabling the re-launch ofnon-stop flights between Singapore and the United States.

·        2016: In May Amsterdam becameSingapore Airlines’ first long-haul destination of its first A350-900 aircraft.

·        2017: In May, Singapore Airlines became the first Asiancarrier to offer TSA Precheck, which enables low-risk known travelers to enjoythe program’s benefits such as a separate lane for security screening duringdeparture.

·        2018: In May with the delivery of the first Boeing B787 10aircraft, Singapore Airlines unveiled the new regional Business Class. The newseats, arranged in a forward-facing 1-2-1 configuration, provided eachpassenger direct aisle access and could be reclined into a 76 inch fully-flatbed. In October, the airlines resumed non-stop flights to Newark and became theworld’s longest non-stop flight.

·        2019: Following the launch of its Digital Innovation Blueprint in 2018, SIAunveils its new digital innovation lab, Kris-Lab, as part of the SIA Group’ssignificant investment program to become the world’s leading digital airline.

Corporate Affairs:

Singapore government investment and holding companyTemasek Holdings are the major share-holders of Singapore Airlines with 56% ofvoting stock.

·        Subsidiaries: SingaporeAirlines Group has more than 20 subsidiaries with industry-wide experts.

Ø  SIAEngineering Company: This subsidiary company services theplane of more than 80 airlines across the world. Through its joint ventures,support from equipment-manufacturers is located minutes from the hangars, sothat customers can enjoy faster turnaround times at lower costs.

Ø  SilkAir: It is the regional wing of Singapore Airlines andflies to more than 40 destinations across Asia and pacific. Welcoming onboardambience and friendly flight crew are some of its features. Recently, it announced the launch of flightsbetween Singapore and Busan, South Korea. It also announced an increase inCairns services to daily, up from the current five-times weekly, with effectfrom 2nd June 2019.

Ø  SCOOT: Scoot is a no-frills airline that offers low-cost flightsbetween Singapore and Australia, Hong Kong SAR-China, Taiwan-China, China,Japan, Korea and Thailand.

ServiceExcellence:

·        Enhancementof High-Flyer Program:

Ø  Lufthansa and SWISS are the first partnerairlines to participate in the Singapore Airlines High-Flyer Program where corporatecustomers can earn High-Flyer points when flying on Lufthansa andSWISS-operated flights ticketed by Singapore Airlines on eligible sectors.

Ø  Corporate members can also earn High-Flyerpoints when flying on Singapore Airlines or SilkAir itineraries withconnections onto Scoot.

·        EnsuringPositive Customer Experience at Customer Touchpoints:

Ø  Expanded feedback channels to improvecustomer experience.

Ø  Surveys on customer satisfaction arecollected at touchpoints such as calls, emails, SMS and chats.

Ø  Feedback is also collected via the Voice ofthe Customer survey, where customer experience and loyalty are measured.

·        ‘Kris’the Chatbot:

Ø  Made available on more platforms such as theSingapore Airlines website, Facebook page and Google Assistant.

Ø  Expanded knowledge to answer general FAQs,flight status, as well as booking and waitlist status.

·        Kris-FlyerProgram Enhancements:

Ø  Introduction of Elite Gold Rewards, aselection of benefits which gives Kris-Flyer Elite Gold members additionalincentives when travelling with Singapore Airlines and SilkAir.

·        SeamlessAccess to Mobile Boarding Passes Via Google Pay:

Ø  Customers have the added flexibility ofsaving their mobile boarding pass on Google Pay, and proceeding straight to theboarding gate after clearing immigration formalities.

Ø  SIA is the first airline in the Asia-Pacificregion to have such a capability on Google Pay.

·        TimelyFollow-up on Customer Feedback:

Ø  Customer Affairs department attends tofeedback and enquiries from customers.

Ø  Investigations are conducted with a target torespond to all feedback and enquiries within 10 working days.

Ø  Social Media Engagement Unit responds tocustomer feedback on SIA’s social media channels and provides assistance withrequests and issues 24 hours a day, seven days a week.

ProductLeadership:

·        In-flightDining:

Ø  Business Class customers on selectedSingapore Airlines flights between Singapore and Beijing, Guangzhou, Hong Kongand Shanghai can select a new in-flight Chinese dining concept, Shi Quan WeiMei.

Ø  Partnership with Canyon Ranch, the world’spremiere integrative wellness brand, to enhance customer experience andwell-being on board the world’s longest flights focusing on wellness cuisines,rest and relaxation, as well as guided stretching exercises.

Ø  Announced partnership with Singapore-basedwellness brand COMO Shambhala to enhance customer experience for travelers withthe introduction of wellness cuisines on selected Singapore Airlines flightsdeparting Singapore in the second half of 2019.

Ø  Offer worldwide pre-ordering of meals forSuites, First Class, Business Class and Premium Economy Class customers.

Ø  Parents of young flyers will be able topre-order meals from three different cuisine types as part of the enhancedChild Meal program.

Ø  Expanded the variety of wine labels onrotation, including high-quality small-batch wines previously unavailablein-flight. Selection of Burgundy wines has expanded and is now the mostextensive among all airlines.

Ø  SIA’s acclaimed International Culinary Panelwill embark on a new approach with seasonal menus prepared in a lighter cuisinestyle.

·        In-flightEntertainment System:

Ø  The new Airbus A350-900 medium haul aircraftis the first aircraft in Singapore Airlines’ fleet to feature the Thales AVANTin-flight entertainment system with a new user interface and my Kris-Worldpersonalized in-flight entertainment experience.

Ø  Offer wireless headphones through Bang &Olufsen partnership for use with Kris-World in-flight entertainment system oncertain flights for Suites and First-Class customers.

Cabins:

Ø  Suites:

§  This suite exudes a sense of luxury andprivacy with its sliding doors and window blinds.

§  The individual cabins in the suite arefinished with cream and brown and accented with leather and wood to create acozy, homely atmosphere.

§  There is a standalone bed with a plush duvetand extra soft bedding.

§  There is a lounge in a separate seat upholsteredin full-grain leather.

Ø  First Class:

§  A generous 35 inches wide spacious seatupholstered in the finest grade full-grain leather with mahogany trimmings.

§  Over 1000 entertainment options are availableon a 23-inch personal LCD with Bose noise-cancelling headphones.

§  There is a dine in restaurant setting onboardwith full table service and wines to match the food and altitude.

Ø  Business Class:

§  There is direct access to the aisle becauseof forward facing 1-2-1 cabin layout.

§  The seats are up to 34-inches wide with aconcealed stowage space to keep personal belongings.

§  Dine in restaurant setting onboard with fulltable service and wines to match the food and altitude.

§  Over 1000 entertainment options are availableon a 15.4-inch personal LCD with noise-cancelling headphones.

Ø  Premium Economy Class:

§  In an exclusive, spacious, 2-4-2 cabin, theseats are designed with greater width of up to 19.5 inches. A calf-rest andfoot-rest is built right in the seat.

§  To ensure that everything is within thepassenger’s reach, there are two built-in USB ports, a fully adjustablepersonal reading lamp and ports to charge electronic devices.

§  There is a dedicated stowage area for waterbottle, laptop, headphones and other personal items.

Ø  Economy Class:

§  For greater comfort, the seats areergonomically designed with backrest contours.

§  Child-friendly meals are available withspecific dietary requirements.

§  There is a HD touch-screen monitor withenhanced entertainment system.

§  For in-seat connectivity, there is a poweroutlet and USB port attached with the seat.

TheKris Flyer Program:

The Kris Flyer isthe frequent flyer program of the Singapore Airlines group. It has specialdeals, flying perks and exclusive partner offers. Kris Flyer manages both theearning of elite frequent flyer status and benefits and the travel rewardsprogram.

Reasonsto become a Kris Flyer member:

·        Easyto earn miles: Memberscan earn miles when they fly with Singapore Airlines Group and their partners. Thereare extensive ways of earning miles. Such as:

§  Flying: The number of miles earned depends on the booking class,distance and travel.

§  Other partners: Members can earn miles by using the servicesof more than 200 non-airline partners of Singapore Airlines. They can unlockhidden miles by using credit cards for shopping and dining, by traveling,booking holidays, using car rentals and much more.

§  Shopping: Members can earn Kris Flyer miles on shopping online atover 2000 brands via Kris Flyer Spree. Moreover, members can also earn 1.5miles for every $1 spent on all Kris Shop purchases made inflight and onKrisShop.com.

·        Fasterredemption: Memberscan redeem miles for flights and upgrades on Singapore Airlines, Silk Air,Scoot, Star Alliance and other partner airlines.

·        Bettertravel experience: Memberscan enjoy exclusive privileges such as personalized Kris World content andmembers-only deals and discounts.

MembershipTiers: The Kris Flyerprogram has three membership tiers. Such as:

·        KrisFlyer:

Ø  Members enjoy exclusive promotions, deals andoffers.

Ø  Members can mix miles and cash to purchaseflights, additional baggage and to select seats.

Ø  Access to exclusive Kris world content.

Ø  Discounts on flight add-ons.

·        KrisFlyer Elite Silver:

Ø  25% tier bonus on actual miles flown onSingapore Airlines and Silk Air.

Ø  Members can select complimentary standardseat in Economy class in Singapore Airlines and Silk Air.

Ø  Members can also enjoy all other Kris Flyerprivileges.

·        KrisFlyer Elite Gold:

Ø  Access to lounges worldwide including StarAlliance lounges.

Ø  Priority check-in, boarding and baggagehandling.

Ø  Complimentary Forward zone and standards seatselection in Economy Class on Singapore Airlines and Silk Air.

Ø  Complimentary access to theSilver Kris Business Class lounges worldwide, applicable partner lounges wherethere is no Silver Kris lounge, and the Kris Flyer Gold Lounge at SingaporeChangi Airport.

Ø  Priority airport standbyand reservation waitlist.

Ø  Priority check-in (BusinessClass or Premium Economy).

Ø  Additional 20kg/ 1 piece ofcheck-in luggage.

Ø  Priority baggage handling.

Ø  Priority boarding afterSuites, First and Business Class.

The PPSClub:

It is arevenue-based program of Singapore Airlines and can be attained after accruing $25,000 of PPS Valuewithin 12 months.

Benefits:

• Kris Flyer Gold benefits.
• Star Alliance Gold benefits recognized across all Star Alliance carriers.
• 25% bonus on miles earned when flying Singapore Airlines, SilkAir or Virgin Atlantic. Only applicable to bookings that earn 100% miles or above.
• Complimentary access to the Silver Kris Business Class lounges worldwide, applicable partner lounges where there is no Silver Kris lounge.
• Priority airport standby and reservation waitlist.
• Priority check-in (Business Class or Premium Economy).
• 100% increase in standard baggage inclusion.
• Priority baggage handling.
• Priority boarding with Suites, First and Business Class.
• Membership renewal gift.
• Access to Priority magazine, as well as Lifestyle Privileges magazine, published exclusively for PPS Club members.
• Complimentary worldwide emergency phone assistance for medical, travel and legal issues.
• Complimentary medical and travel insurance outside country of residence.
• Dedicated PPS Club priority phone lines.
• PPS Connect service, involving a call back request.
• Invitations to special PPS Club events.