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Battle For Premium Economy Supremacy With Singapore Airlines

Singapore Airlines Airbus A380

Singapore Airlines

Singapore Airlines (SQ) introduces a Premium Economy product to the crowded marketplace. Bookable since February 2015, the Southeast Asia airline officially unveiled the seats to the media on May 21, 2015 (refer to this link for the press release).

Detail

History

SIA’s New Premium Economy Class Now Open For Booking – Singapore Airlines unveiled the long awaited Premium Economy product today. Slotted between Business and Economy Class, this will be the airline’s second time offering this class of service. The first time was when it flew the longest flight (SQ21/22) from Newark Liberty International Airport (EWR) to Singapore Changi International Airport (SIN) using a specially configured Airbus A340-500.

Seat Design and Specification

Singapore Airlines is using the BC-01 seat from  ZIM Flugsitz GmbH for its Airbus A380 and Boeing 777-300ER aircrafts and Zodiac Aerospace Seats for the future Airbus A350-900 aircrafts.  In addition, SQ continues their extensive partnership with JPA Design in creating a product that differentiates itself with others in the industry with a class leading 13.3″ HD AVOD in flight entertainment system, 8 degree recline, 2 USB port and 1 AC power port. The seat will have a 38″ pitch and between 18.5-19.5″ width.

Singapore Airlines New Premium Economy Seat
Singapore Airlines New Premium Economy Seat – Front Image taken from Singapore Airlines website on February 3, 2015 (All Rights Reserved)
Singapore Airlines New Premium Economy Seat
Singapore Airlines New Premium Economy Seat – Back  – Image taken from Singapore Airlines website on February 3, 2015 (All Rights Reserved)
Singapore Airlines New Premium Economy Seat
Singapore Airlines New Premium Economy Seat – IFE – Image taken from Singapore Airlines website on February 3, 2015 (All Rights Reserved)

One feature that is distinctive to Singapore Airlines is for Premium Economy passengers to use the Book the Cook option to pre-select their meal choice up to 24 hours before flight time (starting in April 2015). This option was previously available only to First/Suite and Business class passengers. Initial choices include: Seafood Thermidor, Roasted Chicken in Garlic Cream Sauce, Rosemary Beef Brisket, Roasted Chicken Rice, Pork Congee with Century Egg, Spiced Chicken Nasi Biryani, Nasi Lemak with Fried Chicken, and Pancakes with Maple Syrup and Scrambled Eggs.

Additionally, passengers can enjoy Ernest Rapeneau Brut Prestige champagne throughout the flight instead of just as a pre-flight beverage.

Singapore Airlines New Premium Product - Meal
Singapore Airlines New Premium Product – Meal – Image taken from Singapore Airlines website on February 3, 2015 (All Rights Reserved)

The total investment for the new cabin class, which will initially be introduced on 19 exisiting Airbus 380-800s, 19 new Boeing 777-300ERs and the first 20 Airbus A350-900s, is estimated at USD$80 million.

Route Announcement

Premium Economy Class will be progressively introduced starting with commercial service on August 9, 2015 to Sydney (Kingsford Smith) Airport (SYD), before being introduced to other destinations such as Beijing  New Delhi, Hong Kong, Frankfurt, London, Mumbai, New York, Shanghai, Tokyo and Zurich between Q4 2015 to Q1 2016.

Singapore Premium Economy Route Introduction
Singapore Premium Economy Route Introduction – information taken from Singapore Airline’s website / Infographic created by Experience The Skies on May 21, 2015 (All Rights Reserved)

Prices / Frequent Flyer Program

Currently, Premium Economy is pricing at 2x the lowest non-refundable economy fare.

Singapore Airlines fare - Singapore to Sydney Roundtrip example
Singapore Airlines fare – Singapore to Sydney Roundtrip example – information taken from airline’s website on May 21, 2015 (All Rights Reserved – Prices may change after posting. Refer to airline for updated pricing).

As with other airlines such as Cathay Pacific Airways (CX) and Lufthansa German Airlines (LH), Singapore Airlines will offer a 10% bonus on elite qualifying miles (EQM) and redeemable miles (RDM) for flights booked in this class.  For the time being, Premium Economy passengers will not be able to upgrade their ticket to Business Class with Star Alliance Upgrade Awards or KrisFlyer Miles. Additionally, these flights would not count towards PPS Club membership qualification.

Final Call

Singapore Airlines introduction of Premium Economy class continues the expansion of this product in the marketplace. The seat design and specification immediately place the airline at the front of a crowded competitive environment.  Its competitors should take notice. We will end with the airline’s video of the product. (Refer to our post here for continued coverage of the product’s debut and competitive analysis here)

 

 

 

 

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