Singapore Airlines (SIA) has announced plans to improve its in-flight dining personalisation services, including extending its meal pre-ordering service to premium economy class passengers, as well as more diversified choices for specific meals.
Passengers travelling in premium economy class in any Singapore Airlines flight will be able to choose their meals starting from May 1, 2019.
Travellers can select their main course from the in-flight menu via the carrier’s website or mobile app any time between three weeks and 24 hours before flight departure.
This follows the December 2018 launch of the service to passengers travelling in Suites, first and business class on all flights operated by the carrier.
Meanwhile, from June 2019, parents travelling with children in all cabins can also pre-order specific meals for their children (between two and 12 years old) on flights departing Singapore. Meals can be viewed and booked up to 24 hours before departure.
Three different selection categories will be available: Asian, Western and Vegetarian. The service will be extended progressively to flights departing from overseas destinations from August 2019, SIA said.
For those who have special dietary requirements, the menu choices of the carrier’s Indian Vegetarian Meal and Muslim Meal will also be improved and rotated more frequently for greater variety.
The enhancement plan comes after the airline conducted focus group meal tastings and analysed post-flight feedback from passengers to better understand their preferences.
“We see personalisation in in-flight dining offerings as being key to creating an even more memorable travel experience,” said Mak Swee Wah, Singapore Airline’s executive vice president commercial.
“Apart from focus groups and targeted surveys, we are also leveraging on data analytics to better track meal preferences and customers’ needs.”
Singapore Airlines has made several steps to improve its food and beverage offerings recently. The carrier plans to roll out new seasonal menus with dishes using in-season ingredients and cooked in a lighter cuisine style. The seasonal menus will be made available to passengers travelling in Suites, first and business class progressively from September 2019. More meatless options will be provided as well.
Previously, Business Traveller Asia-Pacific also reported that the airline is introducing new “wellness” cuisine from spa brand Como Shambhala. Meanwhile, SIA continues to partner with wellness brand Canyon Ranch to provide more healthy food options for its ultra long-haul US flights, including its nearly 19-hour flight to New York (Newark) inaugurated last year. Passengers on SIA’s upcoming non-stop flights to Seattle set to debut in September this year can also enjoy the Canyon Ranch cuisines.
For wine offerings, the airline also plans to introduce a new Burgundy to its wine list every two months. Here are some of the wine offerings that were revealed in SIA’s World Gourmet Forum on March 21.
