SIA Bets on Premium Economy After All
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Singapore Airlines, which for years has withheld jumping on the premium economy bandwagon, revealed its long-awaited take on the middle class seating at a press conference last week.
The airline first dabbled in its own brand of premium economy, dubbed “executive economy” on non-stop routes from Singapore-Los Angeles and Singapore-Newark, before betting on all-business class flights in favor of the economy-plus class in 2004.
However, executive vice-president, Commercial, SIA Mak Swee Wah, says the airline now sees a demand for the class. “Many of our customers have been asking for a premium economy offering and we are confident that what we are delivering will exceed their expectations,” he said.
Meanwhile, Bloomberg Business suggests that Singapore Airlines (SIA) felt pressured by competition from Cathay Pacific, Qantas and the Gulf carriers. And CAPA adds that the airline’s move to trade in economy seats for higher value premium economy seating will be crucial to improving yield and boosting the airline’s profits.
The leather-upholstered seating, designed by London-based JPA Design and manufactured by Zodiac Seats US cost $80 million to launch and two years to develop. It features an adjustable winged headrest and bendable gooseneck light that allow passengers to personalize their sleeping and reading setup. And at 19.5 inches wide, with a 38 inch pitch and an eight-inch recline that has the added comfort of a cushioned pop-out leg rest, SIA’s new seating is on the roomier end of premium economy.
The Armrest
Tray tables pull out and collapse into the three-inch wide armrest which has designated spots for a cup and a water bottle, a charging station with a universal power outlet and two USB ports. The armrest also retracts flush to the base of the seat, giving passengers an extra few inches of wiggle room.
In-flight Entertainment
On the seatback is a 13.3-inch HD display with 1,000 on-demand entertainment options and includes a set of noise-cancelling headphones. An in-seat controller (select flights have touch screens) is convenient, but its location at the thigh is one of the few down points mentioned in a review, due to the possibility of thigh-rubbing against the buttons.
Soft Features
Cushier comforts include a plush blanket, pillow, eye mask, and orange flight socks to match the signature trim on the armrest and seatback pouch. Of the atypical color selection, DesignAir writes, “The introduction of the vibrant orange sits well with the carrier trying to appeal to a cost conscious younger audience, and acts as a clear differentiator between economy and premium seats.”
The Taste of Class
Premium-economy passengers will also be able to order gourmet meals pre-flight through SIA’s Book the Cook service: Rosemary beef brisket, Nasi Lemak with fried chicken, and spiced chicken Nasi Biryani, can be paired with Ernest Brut Prestige as champagne will served throughout the flight.
In addition to these comforts, premium-economy passengers also get priority for check-in, boarding and baggage handling, and will earn KrisFlyer points at 110 percent of actual flight miles. The first SIA flight to depart with premium-economy seating will be August 9 on a flight to Sydney with trips to Hong Kong, London, Beijing and Frankfurt to follow soon after.
Click here to see SIA’s trailer on its new premium economy class.
Photos courtesy of Singapore Airlines.