Singapore Airlines is rolling out new in-flight seating, dining and entertainment options as part of an investment of more than S$2 billion ($1.6 billion) to stay ahead of rivals around the world.
The cornerstone of this investment is a new premium cabin seat for long-haul flights, which will be progressively debuted on Airbus A350 long-haul and ultra-long-haul aircraft in mid-2027.
First class seats are equipped with 32-inch 4K high-definition screens, Bang and Olufsen noise-cancelling headphones, and offer passengers the option to book a double bed and face-to-face dining configuration.
The new first class seats feature a configuration that allows companions to choose their meals face-to-face when seated next to each other.
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Business class seats will be equipped with 22-inch 4K screens, wireless charging and Bluetooth audio connectivity.
Adjacent seats in First Class can also be converted into a double bed. SIA claims this is the largest double bed in the civil aviation industry
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These upgrades to the A350 come as SIA grapples with long delays in the delivery of new Boeing 777-9 aircraft, which were due to be delivered in 2021, but it is currently unclear when they will be delivered.
These products will also be installed on SIA’s 777-9 aircraft.
Minor updates will also be added to other classes, including additional inches of reclining space in the premium economy cabin and new upholstery in economy class. Both will come with new 4K seatback entertainment monitors, but the new features for economy seats and premium economy seats will only be available on the upcoming 777-9 aircraft.
SIA’s new business class seat. Seats can be designed together or separately in alternating rows.
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SIA Chief Commercial Officer Li Lixin said in a press conference on November 4 that the decision to introduce the product to the A350 was due to delays with the 777-9.
Boeing announced in its third-quarter results that it would deliver the first 777-9 to a customer in 2027. It’s unclear whether SIA is the launch customer.
Economy class seats on the 777-9 will feature new 4K seatback monitors, along with a “next generation” KrisWorld.
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Asked about the delivery schedule during a full-year results briefing in May, SIA chief operating officer Tan Kai Ping said this was a “long-delayed program” and no deliveries were expected to be made to SIA’s fleet in the current financial year ending March 2027.
“Unfortunately, it will show up in the next financial year,” Mr Tan said.
The announcement comes after SIA was named World’s Best Airline 2026 by Skytrax and won the title of World’s Best Economy Class. However, it lost out to Middle Eastern airline Qatar Airways in the business class category and to Air France in the first class category.
The airline announced earlier this year that it would deploy Starlink on nearly all Airbus aircraft, except the A350 medium-range aircraft, starting in the first quarter of 2027. This corresponds to about half of the current fleet.
In September, SIA also announced a new in-flight dining experience, adding new menu and beverage offerings to all classes, as well as custom-designed Christofle serviceware for premium cabins.
Newly branded amenity kits for business and first class travelers have also been announced: Sisley in first class and BYREDO in business class. For the first time, the company will also provide sleepwear for business class passengers.
Full flat bed measures 79 inches long and up to 24 inches wide. Some middle seats can be configured as companion beds by lowering the partition, allowing passengers traveling together to share the space.
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The changes also involve a separate investment of S$130 million to renovate the SilverKris Lounge and an “end-to-end” experience starting from the curb at Singapore Changi Airport for suite and first class passengers, including priority immigration and security screening with concierge services and buggy transfer services.
—CNBC’s Monica Pitrelli contributed to this report.
