I recently flew Singapore Airlines’ First Class for the first time. It was a trans-Pacific flight, so I got to enjoy it for the longest time possible (23hrs!). What an amazing experience it was. Aside from the product aspects, the service was unmatched. A level I had never experienced before, not on SIA’s economy class, and not on any other First Class. This got me thinking…the marginal cost providing an exceptional service nothing compared to that of providing a superior product in a plane. And if such a service could be offered to the masses (in Economy class) for a charge, then it might be a win-win! What a VIP service on Economy class could be like? Great service on-board SIA is something even other airlines talk about (Aeroflot sent their staff to be trained by SIA last year!). But not everything that’s offered on First Class can be duplicated on Economy. So, here’s a quick list of what can and cannot be done: Being addressed by name, all the …

Recently, I had a very interesting email exchange with Anthony Prakasm, who lives and breathes aviation as much as I do, if not more. The conversation was about Singapore Airlines’ brand strategy for their new First Class Suites on board the A380 and whether that’s succeeded or not. Anthony had some very unique insights into the situation, and I asked him to share his views for SimpliFlying’s readers. I personally think he’s dead on target in his conclusion that SIA missed a trick or two in the execution of a seemingly great brand strategy. What do you think?
- Shashank
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Singapore Airlines Suites -  A Class Too Far Beyond First
Singapore Airlines launched the “Singapore Airlines Suites” product in October 2007, in conjunction with the new on-board product launch that came with the A380. Featuring an “unparalleled level of luxury” in the “widest seat in the sky”, and sleeping on a “standalone bed that was not converted from a seat”.  The airline promised the Singapore Airlines Suites to be “truly a class that is yours alone”.

Regular First Class travellers who wished to travel on the SIA Suites soon found that they had to pay in the vicinity of 50% to 60% more for …

Airlines often showcase their First Class products to set themselves apart, and attract masses’ attention. After all, it provides great brand leverage, as many people aspire to get there one day and fly First. But First Class is either a dying flying style, or has gotten more exclusive than ever before, depending on how one looks at it. With the relentless piling of more luxury and space to the in-demand and lucrative business class, a number of airlines have done away with First Class on many routes. This article hunts the remaining First Class products where the very best is offered to the most privileged. First Class provides the passengers with what is the scarcest, and thus most exclusive, on-board an aircraft – Privacy, Space and Novelty.

Emirates Airlines First Class
First available on its A340-500, Emirates’ suites presented a novel idea of flying – enclosing the passenger with a door to create ultimate privacy. Although the seat is smaller and narrower compared to the newer SIA’s suites, Emirates’ suites are more elaborately furnished and still one of the world’s finest way to fly. Emirates wins my applause in providing showers for First Class passengers on-board their A380. Safety issues aside, I cannot recall how many times I had wanted a shower on a long flight before I settle down to sleep. A novelty with a strong dose of practicality – one of the few things rarely seen from Emirates in these days. Privacy: 9/10, Space: 7/10, Novelty: 9/10

Singapore Airlines First Class Suites
Available only on the A380, the Singapore Airlines Suites are slightly wider and larger than Emirates’, the pioneer to a room-suite seating concept on a major commercial airline. The 35in-wide seat transforms into a 27in by 78in bed. The ultra rich can opt to book one of the two pairs of adjacent suites and transform a pair of suites into a huge room with a double bed. The doors, however, are translucent and do not extend to the ceiling.  Privacy: 8/10, Space: 9/10, Novelty: 9/10

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