Enhancing customer comfort and wellness

1 Feb 2024 by BusinessTraveller
Image supplied by Singapore Airlines

Singapore Airlines continues to enhance customer experience, with scientific research and technological innovations set to pioneer new standards in the industry.

Singapore Airlines is widely regarded as one of the world’s best airlines, offering gourmet cuisine, an award-winning wine collection and world-class service, to list just a few of its hallmark characteristics.

At the heart of the airline’s offering is one clear goal: to maximise customers’ personal comfort and wellbeing. This encompasses everything from cosy bedding and plush amenities, to delectable inflight dining.

Cabin comforts

The airline partnered with the National University of Singapore to launch the SIA-NUS Digital Aviation Corporate Lab in 2022, to improve customers’ quality of rest and help combat the effects of jet lag.

Among the lab’s equipment is a state-of-the-art cabin simulator that reproduces conditions at 30,000 feet, including temperature, humidity, oxygen levels, noise, lighting, to study and better understand customers’ comfort on board an aircraft. Sleep and chronobiology scientists conducted studies to determine whether cabin lighting can be configured to influence the body’s circadian rhythm for restful sleep and gentle awakening.

The findings from these studies will help inform and shape the airline’s next generation of cabin products and inflight experiences, supplementing the airline’s innovative and thoughtful offerings. The airline also partners with Como Shambhala and Golden Door to develop holistic wellness experiences for customers.

Image supplied by Singapore Airlines

A world beyond entertainment

The airline’s personalised inflight entertainment (IFE) system, myKrisWorld, now offers Live TV on board the aircraft. Whether you’re an ardent sports fan wanting to catch the big game, or a news junkie keeping abreast of global events, Live TV ensures you remain connected to the world.

Going beyond entertainment, the carrier’s IFE enhancements include eShopping, where customers can indulge in retail therapy at duty free prices, and have the purchased items delivered to their home or their next Singapore Airlines flight.

It also includes a new eMenu where guests can browse the meal and amenity options available on their flight, via the IFE screen at their convenience.

Connectivity in the sky

In today’s increasingly hyper-connected world, high-speed inflight wifi connectivity is one of the most important requirements for Singapore Airlines customers. Whether it’s being able to respond to emails, get breaking news, or posting a sunrise snap on their social media accounts, connectivity is an essential part of modern travel.

In July 2023, Singapore Airlines became one of the first carriers to offer unlimited complimentary wifi across most of its fleet and almost the entire global SIA route network.

Image supplied by Singapore Airlines

Sustainable future

Environmental worries are an increasing concern for travellers – and it’s an area that Singapore Airlines cares deeply about.

Aside from operating a young fleet of new generation aircraft and improving operational efficiencies, the airline plans to leverage sustainable aviation fuels (SAF), which has the potential to reduce carbon emissions by up to 80 per cent on a life-cycle basis compared to conventional jet fuel.

As part of the Singapore Airlines Group’s commitment to achieve net-zero carbon emissions by 2050, Singapore Airlines and Scoot, the two airlines within the Singapore Airlines Group portfolio of carriers, announced its target to replace 5 per cent of total fuel requirements with SAF by 2030.

Singapore Airlines Senior Vice President Customer Experience, Yeoh Phee Teik, said: “Innovation is at the heart of everything we do at Singapore Airlines. We listen closely to our customers to better understand their evolving tastes and requirements, and leverage scientific research, as we continuously invest in and enhance our products and services. Our goal is to always deliver a world-class customer experience, both on the ground and in the air.”


Image supplied by Singapore Airlines
Business Traveller March 2024 edition
Business Traveller March 2024 edition
Be up-to-date
Magazine Subscription
To see our latest subscription offers for Business Traveller editions worldwide, click on the Subscribe & Save link below