What is the one most important decision you have made to your business this year, in view of the competitive environment today?

Our focus has always been on providing the very best products and services to our customers, and we are constantly working to enhance the three main pillars of our brand promise, namely service excellence, product leadership and network connectivity. There have been developments in all three areas over the past year, and there is much more to come. A notable highlight is the recent launch of our next generation of cabin products, to help us ensure that we retain our leadership position in an increasingly competitive operating environment.

What is your goal for 2014?

Our goal for 2014 and beyond is to ensure that we continue to enhance our products and services to enable our people to deliver the best travel experience to our customers. This has been our goal from day one, and it is vital that we continue to strengthen the fundamental values that drive our success.

What must travel experts do to be even more valuable to you?

Travel experts play an important role in helping us extend our distribution reach, and we of course owe our success in part to them. We hope we can develop even closer relationships with our travel industry partners for mutual benefit.

Credits to Mr Mak Swee Wah, Executive Vice President - Commercial, Singapore Airlines