Singapore Airlines Unveils The World’s Best Flying Experience
Singapore Airlines today launched its latest suite of cabin products that is set to be the new industry benchmark for
premium air travel.
Designed to deliver the most luxurious and stylish travel experiences, the suite of products and services include new
Singapore Airlines First, Business and Economy Class seats, the next generation KrisWorld inflight entertainment system
and an enhanced service delivery.
“This is by far our most important and comprehensive product and service development programme. Our customers’
involvement was key to the entire process. From initial conceptualisation to design review and prototype testing, the
feedback and comments from our frequent flyers have given us invaluable insight to what customers want and perceive to
be the inflight experience of the future,” says Sak-Hin Chin, General Manager New Zealand.
“What we are introducing today is a suite of products that meets, if not exceeds, the expectations of the increasingly
sophisticated world traveller. It promises to deliver improvements to all aspects of the customer’s flying experience
across all three classes.”
“This reaffirms our commitment to provide customers with the very best inflight experience through continuous
advancement in product innovation and service excellence,” adds Mr Chin.
The US$360 million product and service development programme marks the completion of an extensive four-year project, and
is timed to coincide with the carrier’s fleet expansion plan that will see the Boeing 777-300ER (extended range) and the
Airbus A380 join the fleet.
Customers travelling on Singapore Airlines’ new B777-300ER services from this December, between Singapore and Paris, and
subsequently Zurich, will be the first to experience these new products.
Singapore Airlines is scheduled to take delivery of its first B777-300ER in November 2006. The Airline has 19
B777-300ERs on firm order, 10 of which will enter service by the middle of 2007.
The Airbus A380 aircraft, of which Singapore Airlines will be the first to fly, will also feature variations of some of
these products when it enters service.
Singapore Airlines’ new First Class offers the world’s finest travelling experience. The spacious premium cabin
distinguishes itself with just eight stately seats on the B777-300ER, offering each First Class customer complete
privacy and enhanced attention from the cabin crew.
Upholstered in leather, the new seat at 35-inches in width, is the most spacious first class product ever to be
introduced by a commercial airline.
Its unique design offers the airline’s premium customers the flexibility to use the seat as a daybed for lounging,
reading and entertainment in their preferred seating or lounging postures as they would at home. By night, it converts
into a full-sized flat bed that offers the customers the choice of resting in their natural sleeping position.
The new First Class seat is also the ultimate platform to enjoy the exceptional functionalities of KrisWorld inflight
entertainment system, offering a sleek 23-inch LCD screen with a business panel equipped with USB ports and in-seat
power supply, as well as new active noise reduction headsets.
Other exclusive features of this superbly designed all-round product include a private vanity area, an easy to use
sliding table that is also adjustable for height, as well as large in-seat stowage space, all complemented by
furnishings and amenities designed by fashion house, Givenchy.
The First Class dining service, exclusively designed by Singapore Airlines’ panel of renowned chefs and wine experts,
has also been further refined. Besides having complete flexibility as to when to dine, First Class customers can select
from a revamped menu, presented with a daily chef’s recommendation.
A stylish combination of enhanced personal space, functionality and leading-edge innovation, the new Singapore Airlines
Business Class seat sets a new standard.
It is the world’s widest business class product. Measuring 30-inches, the new Singapore Airlines Business Class seat is
a full-flat product that is almost 50 percent wider than most products currently offered in this class.
Seats are arranged in a forward facing, four-abreast (1-2-1) configuration that offers all customers direct access to
the aisle. Every seat also has a fixed back shell that extends to the sides for enhanced privacy.
The innovative design of the seat allows it to be transformed into the largest full-flat Business Class bed in the sky
to provide enhanced comfort not only when sleeping but also for lounging.
Other enhanced features include a 15.4-inch LCD monitor fully equipped with USB ports and in-seat power, exclusively
designed bedding and dining-ware by Givenchy, enlarged dining table that is adjustable for height as well as trolley bag
stowage under the seat.
The new Singapore Airlines Economy Class seat offers greater comfort to all customers. Using the latest designs and
built in line with customer requirements, the new seats provide even more personal space and legroom.
Each seat also comes with a larger 10.6-inch monitor to access KrisWorld, the carrier’s renowned inflight entertainment
system. USB ports are also available at each seat to allow customers to access the enhanced functionalities of the new
Other smart features include the installation of the handset on the seatback for easier reach, a non-intrusive reading
light installed underneath the seatback screen, and in-seat power supply.
KrisWorld Inflight Entertainment System
This next generation KrisWorld offers over 1000 on-demand options that includes movies, TV programmes, interactive
games, audio CDs and programming, as well as a variety of learning applications, allowing customers to make the most of
their time onboard the aircraft.
In addition, it also makes available a comprehensive suite of office tools that includes spreadsheet, presentation and
word processing on each personal KrisWorld system. The programme, powered by Sun Microsystems’ StarOffice Productivity
Suite, supports most file formats.
Powered by the latest eX2™ inflight entertainment system, KrisWorld is one the most dynamic and versatile inflight
entertainment system available today.
KrisWorld also features larger, high-resolution screens across all three classes, sleek and compact handsets with
intuitive controls, external USB ports in every seat, as well as new active noise reduction headsets for First and
Business Class customers.
Singapore Airlines is the first in the world to launch the eX2™ inflight entertainment system.