How has your organisation stayed ahead of the competition this year?

Our brand promise is based around the three main pillars of product leadership, service excellence and network connectivity. We have been investing heavily in all three areas.

Over the past year we unveiled many new developments, for example, a US$850 million upgrade programme for our A380 cabin products, the introduction of the world’s first Boeing 787-10s with all-new cabin products and fully lie-flat business class seats for regional routes, and much more. This includes the planned launch of new nonstop routes such as Singapore-New York, which will be the world’s longest, as well as nonstop flights to Los Angeles and more nonstop services to San Francisco.

At the same time we have embarked on a three-year transformation programme which is well on track, with many initiatives bearing fruit in terms of revenue generation and enhancement of operational efficiency.

What factors are critical in bringing your organisation continually forward into the future?

We have always taken the view that we can never rest on our laurels, and must always be investing heavily to continue delivering the world’s best travel experience to our customers, while ensuring we are constantly adapting to structural change in our industry.

What can your trade partners and customers look forward to in doing business with you in 2019?

With the arrival of the world’s first A350-900 ULR (Ultra Long Range) variant later this year, SIA is set to launch the world’s longest commercial flights, with nonstop services between Singapore and New York.

We have also set our sights on becoming the world’s leading digital airline with many digital initiatives in place, such as the recent launch of SIA’s Digital Innovation Blueprint, as well as KrisPay, an innovative miles-based digital wallet.

Credits to W K Lim, Regional vice president, South-east Asia, Singapore Airlines