Singapore —
From poached lobster dinners to “smart” seats that remember your preferred sitting position, Singapore Airlines is spending $1.6 billion to overhaul its long-haul cabins in a bid to attract high-end travelers.
And, at least for those traveling in first class, the makeover will offer the luxury of breaking a new record: the largest double bed ever installed on a commercial jet.
Singapore Airlines may have snatched the coveted title of “world’s best airline” from Qatar Airways at this year’s Skytrax Awards (aviation’s equivalent of the Oscars), but it’s arguably ahead of the curve in the premium market.
In September, rival Emirates announced an unprecedented $5 billion refit plan, while Lufthansa, Etihad Airways and Air France have all launched ambitious multibillion-dollar refit programs in recent years.
The overhaul spans classes all the way down to economy class, but Singapore Airlines’ ambitious plans are clearly focused on luxury and business passengers.
The new First Class Suites at the top of the revamped service are billed as “private sanctuaries.” The spacious traveler’s cabin features a full-height privacy divider, plush cotton pajamas, and upholstered leather seats that recline into an 80-by-30-inch bed.
Meanwhile, in the couples’ central suite, two of these beds, initially configured as twin sofas, can be rolled out to become, as Singapore Airlines advertises, “the largest double bed in the sky.” (Some airlines have longer 82-inch beds, but none as wide as the 60-inch total offered here.)
At a glitzy launch event held at Singapore’s famous Marina Bay Sands on Friday, we got a chance to try out the bed, or half of it. In the mock-up cabin, painted in a muted taupe color with bronze trim, a control panel was used to recline one of the seats to various positions and adjust the side wings, lumbar support, and arm and leg rests.
Although we weren’t able to test the full sleeping experience (staff add mattress toppers, linens, and pillows during the flight, a luxury not afforded to journalists during demos), it’s clear that even tall passengers had plenty of space. In theory, anyone up to 6 feet 8 inches tall could stick their feet under the 32-inch screen on the ottoman, which doubles as seating if the suite is configured for in-person dining.
While a bed of this size does leave less room for other things, Singapore Airlines vice president of product experience Ong Wah Lee disputed the sacrifices, suggesting the suite’s curved design allowed for more efficient use of the cabin.
“It’s not about compromise, it’s about designing the space,” she told CNN. “I think that’s where the curved doors and walls come into play, so you don’t feel like you’re in this small space when you’re sleeping.”
Meanwhile, in business class, the company is finally offering sliding doors to ensure privacy. This feature is already available at many rival companies. Passengers will also enjoy wireless phone charging and “smart” cabin controls that remember preferred seating positions and lighting from previous trips.
Unlike the first class suite, which was designed by London consultancy Priestman Good, the business class cabin was overseen by German automaker BMW’s creative agency, Designworks. Perhaps unsurprisingly, the new leather seats with sculpted contours and honeycomb embroidery would look at home in a sports car.
It’s deceptively comfortable, with spacious legroom and flexible controls. However, the cabin’s mineral tones and yellow accents, not the hues typically associated with this airline, give the cabin a very different feel than its first class counterpart. Here, functionality for working on the go seems to take precedence over comforts such as warm interior tones and a cocoon-like atmosphere.
“I think what they were looking for was something a little more ‘business’,” explains Julia de Bono, CEO and studio director of BMW Design Works.
However, the design has faced criticism from aviation enthusiasts, particularly regarding its color palette. Travel vlogger Max Do was among the spate of participants on social media, comparing the new seat to a dentist’s chair and saying in a video review that the design “feels cheap.”
The new cabins will be introduced on around 100 Singapore Airlines long-haul aircraft starting next year. Passengers can experience these on the airline’s new Boeing 777-9 aircraft scheduled for delivery next year, or on an existing Airbus A350-900 aircraft.
Economy passengers weren’t completely forgotten either. In the coach class, you can benefit from a new in-flight entertainment system that includes a 4K high-resolution touchscreen.
Additionally, while the various new menu items sampled at the launch (including poached Maine lobster with champagne sauce) will only be available in premium cabins, the economy menu has also been revamped with more than 100 new dishes.
“It’s clear that you can’t expect economy class food to be of the same quality and cost as first class food, but that doesn’t mean we’re not investing in economy class,” Singapore Airlines Chief Commercial Officer Lee Liksin told a press conference last Wednesday.
The latest generation of economy seats, on the other hand, feature “extended knee and shin clearance,” the airline said in a press release. When we tested the Marina Bay Sands demo cabin, this increase in space was barely noticeable, but the seats were still fully usable. In the end, Singapore Airlines won Skytrax’s “Best Economy Class” award again this year for its existing product.
The new premium economy seats also promise more personal space and “improved ergonomic comfort.” However, the S$2 billion ($1.56 billion) investment is focused on increasingly competitive business and premier markets. It remains to be seen whether this gamble will pay off, as the industry as a whole continues to see rising fuel prices and associated increases in ticket prices.
This move is in line with recent market trends. According to data from the International Air Transport Association (IATA), the number of business and first class passengers will reach 109.7 million worldwide in 2025, an increase of 4.5% from the previous year and now account for 5.5% of all international travelers.
In addition to cabin upgrades, Singapore Airlines recently announced investments in concierge services for high-net-worth passengers and plans to renovate and expand its airport lounges. This includes a recent commitment of S$45 million ($35 million) to upgrade the lounge at Changi Airport Terminal 2.
In fact, Singapore Airlines has now been awarded the ‘World’s Best Airline’ award six times, but Changi Air is undoubtedly the country’s true aviation darling. This futuristic hub has won the title of ‘World’s Best Airport’ 14 times since the award began in 2000. For some passengers, seeing the world’s tallest indoor waterfall or traveling through tropical vegetation on a self-driving SkyTrain is as much a reason to transfer through Singapore as riding in the flag carrier’s cabin.
