keen to remain at the forefront of in- ight
entertainment (IFE) and mileage rewards.
For the former it launched an advanced
entertainment system called Krisworld in- This was followed in 2001 with the
rst in- ight system to provide passengers in
all of the classes with on-demand video and
audio entertainment.
In 1999 it launched its frequent- yer
awards programme, Kris yer, which gives
credits to all passengers, regardless of
which class they travel in.
The airline’s catering is renowned and
the company consistently wins awards for
its food. The airline states it was the rst to
introduce a panel of chefs and also a pre-
order service called ‘Book the Cook’ in 1998.
In 2010 it even published its rst
cookbook, Above and Beyond: A Collection
of Recipes from the Singapore Airlines
International Culinary Panel – with a
collection of 50 in- ight recipes contributed
by the ten celebrated chefs.
The carrier, which also introduced a new
generation of cabin design products in 2013,
has won many awards over the years, and
in April was named as the ‘Best Airline in the
World’ in this year’s ‘TripAdvisor Travellers’
Choice Awards for Airlines’.
CEO Goh Choon Phong noted: “The
award is a validation of the hard workand dedication of our thousands of staff
all around the world, who focus their
attention every day on ensuring that
Singapore Airlines remains competitive
on a global level.
“Our business model is based around
three main pillars – product leadership,
service excellence and network connectivity.
We’re continuing to invest heavily in allthree areas to ensure we have industry-
leading offerings that meet and exceed our
customers’ expectations, both on the ground
and in the air.”
The airline also came top in seven
other categories of the international travel
planning and booking website’s awards.
The SIA Group had a good year in 2017-
18, with a net pro t of $893m after carrying
19.5m passengers. This was an increase of
$533m on the previous nancial year when it
ew 18.9m people.
On May 18 it was announced that SilkAir
(the regional wing of Singapore Airlines)
will undergo a signi cant investment
programme to upgrade its cabin products
that will ultimately see it merged into SIA.
The latter also has as a subsidiary the no-
frills airline Scoot.
Today, Singapore Airline ies just
under 900 ights a week from Changi
Airport. Its commitment to high-quality
service, and its hub operation at Changi,
have seen it grow far beyond its limited
home market.20 Aviation News incorporating Jets July 2018‘SIA took delivery of
the very fi rst Airbus
A380 to be handed
over to an airline.’
Singapore Airlines still ies the Boeing 747-400F and gave the type the name ‘Mega Ark’. Key CollectionThe Asian carrier’s rst 787-10 Dreamliner is
given a water cannon salute on arriving at
Changi Airport. Singapore Airlines16-20_singaporeDCDC.mfDC.mfDC.indd 20 08/06/2018 16: