SIA to invest over $2 bil in new long-haul cabin products

Felicia Tan11-06

SIA's chief commercial officer Lee Lik Hsin calls this the "most comprehensive upgrade" for the airline.The products will be featured across all cabins in SIA's upcoming Boeing 777-9 widebody aircraft...

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The first class cabins will be introduced on the Airbus A350-900 ULR fleet for the first time.\nThe upgrades will cost the airline over $2 billion and will be progressively introduced from the second half of 2027. The sum includes the previously-announced $1.1 billion plan to retrofit 41 Airbus 350-900 long-haul and ULR aircraft in November 2024.\nThis will be the airline's \"most comprehensive upgrade\" given that the changes go beyond a single aircraft type, says SIA's chief commercial officer Lee Lik Hsin in a media briefing. \n\"While each cabin has been designed individually, they are united by the same ambition to make the experience more comfortable, flexible and rewarding for our customers,\" he adds in a Nov 6 statement. \"SIA's next-generation long-haul cabin products will ensure that our customers travel more comfortably than before and have greater control over their in-flight experience.\"\nThe products, Lee says, were originally designed for the Boeing 777-9, which was delayed \"for many years\". In that time, the team reviewed its overall product strategy and decided to include the changes on the Airbus A350 long-haul range, as well. The new designs were supposed to be launched on the Boeing 777-9 as early as 2021.\nAccording to SIA, the new products came after the airline surveyed over 5,000 frequent travellers, customers, staff and industry experts since 2018.\nDespite the delay, Lee believes the airline's feedback and research remains \"relevant\" and as such, it has a product that its customers \"will truly enjoy\". In that time, the airline has also reviewed and improved on \"finer elements\" within the design.\nHe adds that the group remains \"very confident\" that the key design elements on how it made the seats as well as their features are \"still relevant and important\".\nFirst, business, premium economy and economy\nIn first class, passengers will enjoy a \"luxurious private sanctuary\" with curved sliding doors for privacy. The divider is fully retractable, which allows passengers in the two centre seats to enjoy one enlarged space. Their seats - 23 inches wide apiece - can also be converted into a two-seater sofa or a double bed measuring 80 inches long and a combined 60 inches wide. The double beds are believed to be the largest in commercial aviation, said SIA. The Boeing 777-9 will have six seats while the Airbus A350-900 ULR\nPassengers in business class will appreciate the enhanced seat ergonomics with coordinated reclining movements, an adjustable lumbar and leg support. The seats transform into full-flat beds, which measure 79 inches long and 24 inches wide (for the Boeing 777-9) and 22 inches (for both Airbus aircraft). Certain centre seats can be configured as \"companion beds\" when the dividers are lowered. The Boeing 777-9 will have 54 seats, the Airbus A350-900 will have 42, while the Airbus A350-900 ULR will have 70 seats.\nThe new seats in premium economy now have 40-inch pitches, from 38 inches previously. Seats come with a four-way adjustable headrest and leg rest with an adjustable foot rest. The Boeing 777-9 will have 36 seats. When asked if SIA was considering more seats within the cabin class, senior vice president for product experience, Yeoh Phee Teik says the number will remain unchanged for now, while a spokesperson said the decision depends on what the airline's customers value and are invested in accordingly.\nThe new economy class seats are designed to \"enhance comfort\" with \"Ergonomic cushioning, improved knee and shin clearance, and adjustable headrest for greater comfort throughout the flight\". There will be 204 seats on the Boeing 777-9 aircraft.\nAsked why the airline chose a \"minor refresh\" of the premium economy and economy seats instead of installing new ones, given that the retrofitted aircraft are expected to fly into the late 2030s, Lee says the decision was based on a review of \"various factors\". On adding newer features such as USB or Bluetooth, Lee adds that it is something the airline will consider in future.\nThe refurbishment will also not add any weight to the aircraft, shares Ong Wah Li, vice president, product experience.\nLong-term investment strategy and funding\nOn whether the group means to focus on its long-haul flights, Lee says that is \"not the case\"; the group is focused on \"every aspect\" of its network, whether it's long-, medium- or short-haul flights. \nThe situation, he adds, stemmed from the introduction of the Boeing 777-9 long-haul fleet as well as the group's decision to retrofit its long-haul Airbus A350 fleet. That said, the group's medium-haul fleet experienced a \"major overhaul\" during Covid, when SIA decided to phase out its Airbus A330s and introduced Airbus A350s and Boeing 787s to the medium-haul fleet. The short-haul Boeing 737s also \"received investments\" when the group changed its business class seats to lie-flat seats compared to the reclining-only product, previously.\nOn being one of the last carriers to conduct cabin refurbishments, Lee says the group does not comment on timelines but attributed the latest launch to the delay of the Boeing 777-9.\nOn funding, Lee notes that the group was \"fortunate\" to be \"well-supported\" by its customers, which therefore led to a \"very strong cash balance\".\nFor the 1QFY2027 ended June, the group reported cash reserves of $10.48 billion. Total cash and bank balances stood at $9.1 billion.\nSIA, on Oct 14 and Oct 22, announced a new range of in-flight amenities and enhanced in-flight entertainment. For the first time, \"sleeper suits\" or pyjamas will be offered to business class passengers. This marks a turnaround from when then senior vice president of sales and marketing, Campbell Wilson, said during the relaunch of the non-stop flights from Singapore to New York in October 2018, that \"most people don't actually use pyjamas on board an aircraft. Most travellers bring a change of clothes if they wish to or indeed just sleep in the clothes they have. We obviously monitor, but at this juncture we've not seen a really strong demand.\"\nWhen asked, Yeoh says the decision to introduce pyjamas in business class was made after receiving feedback from customers. It was also a \"business decision\" that the group undertook.\nOther upgrades include the new SilverKris lounges across its network and in Singapore, which cost the group $130 million.\nThe launch, says SIA CEO Goh Choon Phong, marks \"another major milestone\" for the airline. \"Our customers experience SIA as one seamless journey and this significant investment is designed to deliver greater comfort, choice and convenience at every stage.\"\nHe adds that the launch is not an \"endpoint\" but another step in its \"continuous pursuit to earn and retain the trust and loyalty of our customers and reinforce our leadership in the airline industry.\"\nSIA will be releasing its 1HFY2027 results after trading hours on Nov 11.","kind":"highlight","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":false,"editions":null,"column":"","sentiment":"0","news_tag":"corporation","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":true,"isLaohu8Offline":false,"tenantId":"TBGLOBAL","deviceId":"web-server-community-laohu8-v3","version":"4.53.0","shortVersion":"4.53.0","platform":"web","vendor":"web","appName":"ttm","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2681577896","isCrawlerRequest":true}