Singapore Airlines has innovated a number of product offerings and been the launch customer for cutting-edge aircraft in the past, but it has recently contended with rivals’ new cabin launches, waiting on the wings to decide what to do about its fourth cabin class. The delay by the airplane has raised questions, even gathered criticism, but it was clear from the reveal event in Singapore of the airline’s new Premium Economy product that, for passengers, the final result is well worth the wait. For Singapore Airlines, taking its time to observe the market, to plan the cabin product carefully, rather than reacting precipitously to competition was a strategic decision, although it has taken a lot of heat for its deliberative move. In fact, while its Economy class was top of class in Skift’s recent rankings, its Premium Economy class did not make the cut at all. As Singapore Airlines Executive Vice President Commercial, Mak Swee Wah, says of the timing that, “Premium Economy is something that has been around for many years, but it is in the last few years that you find that, because of changing consumer trends, the changing industry landscape, and changing product trends, clearly there is a gap open now.”
The new Premium Economy class by Singapore Airlines is a whole new class with same warm service. It enhanced comfort, additional choices, and exclusive privileges—all brought together by the same award-winning service you love. Few of the things that are new are the new Premium Economy seat that is thoughtfully designed for the discerning traveller. Premium Economy offers increased personal space with more width, more pitch and a wide centre console. Each spacious seat is upholstered fully in leather and equipped with an adjustable winged head rest, calf-rest and foot-rest. Ease into superior lounging comfort as you recline the seat. Whether you are resting, working, or simply enjoying a movie, you can keep everything that you need right next to you in the dedicated stowage areas for your water bottle, laptop, headphones and other personal items.
It also offers high definition of entertainment which means, you can enjoy the world’s most advanced KrisWorld in-flight entertainment system boasting an improved graphical user interface on their 13.3 inches HD-enabled touchscreen LCD monitor, the largest screen in its class. With active noise cancelling headphones, be entertained in crystal clear sound on their flights as you choose from more than 1.000 on-demand options to enjoy, using the touchscreen handsets. Furthermore, they offer a variety of exquisite food and beverages, from Singapore and Asian flavours, to International classics, such as Rosemary Beef Brisket, Roasted Chicken in Garlic Cream Sauce, Seafood Pasta in Creamed Tomato Basil Sauce, Roasted Chicken Rice, Spiced Chicken Nasi Biryani, Nasi Lemak with Fried Chicken, Assorted Dim Sum
Minced Pork Congee with Century Egg, Pancakes with Maple Syrup and Scrambled Eggs, and many more. You may book your meal from a selection of specially created dishes through the Premium Economy Book the Cook service before you fly. The service is available up to 24 hours prior to your flight, from April 2015. Plus you can enjoy a coupe de Champagne or two, or take your pick from a wide range of beverages.
The entire new Premium Economy class by Singapore Airlines will launch from August 9th on key Airbus A380 and Boeing 777-300ER routes including Sydney, Hong Kong, London and Paris, with a rapid roll-out to other Singapore Airline top-tier destinations. The double-deck superjumbo will be fitted with thirty-six premium economy seats while the long-range Boeing 777 will have 28 seats, such as in both aircraft they will be arranged in a 2-4-2 layout. The new seats will also appear on Singapore Airlines’ first 20 Airbus A350s which will take wing in early 2016. In addition the Airbus A380 of Singapore Airlines will be located on the lower deck, nestled between first class suites and economy. While on the Boeing 777-300ER there are twenty-eight seats behind business class and ahead of economy. In upgrading the Boeing 777-300ER to this new four-class configuration Singapore Airlines has also halved the size of the first class cabin, dropping from eight of its latest “next generation” suites to four but adds six more of its latest luxe business class seats.