What factors have enabled your company to remain a top performer in your sector, and top of mind among your customers, all these years?

Making our customers feel at home when they fly with us has always been a cornerstone of our service philosophy. Singapore Airlines staff around the world strive to place the needs of our customers at the heart of everything we do, bringing them the experience of a Great Way to Fly. We are constantly investing heavily in the three main pillars of our brand promise to ensure we remain a market leader, through service excellence, product leadership and network connectivity.

What is the one most important business decision you have made this year?

We have always taken a long term approach to our business, and it would not be possible to name just one important decision taken this year.

From a product standpoint, we have continued to invest heavily this year, from upgrading more of our lounges around the world, to the introduction of Premium Economy Class, to the upgrading of Boeing 777-300ERs with our latest generation of cabin products – the list goes on.

We have also been investing heavily in a new customer experience management system to enable our front-line staff to take customer service to the next level. These, plus ongoing enhancements to our network, are intended to ensure we retain our leadership position in an increasingly competitive industry.

Credits to Mak Swee Wah, Executive vice president commercial, Singapore Airlines