Singapore Airlines unveiled a number of upcoming changes to its premium economy inflight experience at an exclusive media preview at the SATS catering facility in Singapore.
The new service will include improved meal and beverage options and a new amenity kit, and will launch on 31 March, 2024. This marks the first major revamp of the premium economy experience since the carrier first introduced the class in 2015.
Singapore Airlines has developed over 200 new appetisers, main course and dessert options for premium economy. Customers will be offered a choice of two main course options (an international or an Asian dish) on each flight.
Meals will come with a larger appetiser (up to 28 per cent heavier) with enhanced proteins, new signature bread options (including a croissant for breakfast, or garlic bread rolls for the main meal), enhanced dessert options, plus the introduction of regionally inspired cheese and crackers and a small chocolate bar.
New appetiser options include garlic roasted prawns with smoked aioli and patatas bravas, and hot smoked salmon with broccoli salad.
New main dish options will also be larger (with weight increased by 33 per cent) and include options such as beef bourguignon with bacon, mushrooms, vegetables and potato gratin, bak chor mee (minced pork noodles), and Thai-style crab curry served with jasmine rice and seasonal vegetables.
Dessert options have also been upgraded with choices such as black sesame cake, white chocolate cream cake, mango key lime cake and creamy chocolate cake.
Menus have been tailored to each of the five regions, using local and seasonal ingredients and with customer profiles in mind. For example, more beef dishes have been added on routes to Australia in response to customer feedback, while pork-based dishes will be avoided on routes to Amsterdam and Istanbul as they are popular with Indonesian passengers.
In addition to a hard copy menu present on the flight, customers will also be able to browse the options online before their flight.
The Book the Cook menu has also been expanded, with up to 20 dishes available on rotation, which can pre-ordered up to 24 hours before departure from 22 destinations. New additions include slow braised lamb ragout, salmon in teriyaki sauce and plant-based wellness dishes such as mushroom eggplant meatballs.
In addition to new recipes, the service presentation has had a complete overhaul with larger trays and new contemporary grey porcelain dishes with a stoneware finish.
The new serviceware has improved heat retention to provide a better dining experience, and will also reduce the use of single-use plastics. Larger trays will be presented on a linen tablecloth, with silverware to replace plastic cutlery, and linen napkins.
Betty Wong, divisional vice president inflight services and design, said: “We eat with our eyes so the aesthetic of the porcelain is important. The muted colour complements various types of cuisine, both Western and Asian.
“F&B is one of the top value drivers for our customers, with taste, availability and meal portions as some of the most important factors for premium economy.”
Alongside the new meal options, premium economy customers can look forward to a new selection of wines. A glass of Charles de Cazanove Brut Tradition NV will be served shortly after take off and throughout the flight, as well as a 2023 Wairau River Sauvignon Blanc for white wine and the 2022 Hallett Faith Shiraz for red.
Non-alcoholic drinks have also been expanded to include peppermint and chamomile teas, plus a Cadbury hot chocolate drink.
Singapore Airlines has partnered with US eco-friendly brand Out of the Woods to introduce new amenity kits. The dark grey amenity pouch is made from FSC-certified kraft paper fabric, and will include eyeshade, slippers made from recycled PET material, and a lip balm packaged in biodegradable material. Toiletries such as dental kits and moisturisers will be available in the toilets.
The amenity kits will only be available on flights longer than seven hours, and must be requested by passengers.
The carrier will also reinstate its hot tower service with a batik floral scent as passengers settle into their seats.
Singapore Airlines offers premium economy class on 74 aircraft – just over half of its 143-strong passenger fleet – to 32 destinations. This incudes 32 A350-900LHs, seven A350-900ULHs, 12 A380s and 23 Boeing 777-300ERs.
Yeoh Phee Teik, Singapore Airlines’ vice president of customer experience said: “Since its introduction in 2015, premium economy has become popular with our customers. We regularly gather customer feedback and conduct market research, learn more about the evolving value drivers for travellers and find innovative ways to continue delivering a personalised and world-class flight experience”.
