Stay updated with the latest updates from the exclusive media event as it happens. Latest news appears at the top of the page.
12:00: Okay, so the event is just about finished. We were delighted to have been invited to attend the launch event in Singapore today. We have seen and experienced first hand all the new products on board the Singapore Airlines new A380, due to be delivered next month.
Overall, we are very impressed with what has been shown. The designs are thoughtful and have taken into account what the customer needs. We are now busy writing a full report on the new products, check the site for an article later today.
The execution of these products when fit into the cabin will be ‘make-or-break’. As we well know, the A350 business class looks excellent but in reality, when squeezed into the narrow cabin it leads to a less than ideal experience. We will be onboard soon to review the full experience.
We will also give a full update on the changes in Premium Economy and Economy class.
11:40: Now for Suites Class.
It looks a lot better than it did in the leaked photos. Being inside the suite you really get an idea of how much space there is… it’s vast! They are clearly trying to replicate the private jet experience, and they have done a very good job!
We are exceptionally pleased with the thoughtful layout of the cupboards and storage spaces. It’s clear that they have listened carefully to the passenger feedback and have crafted the seat accordingly.
The swivel chair is motorised for adjusting the seating angle. The bed folds away completely to free up even more space when not required.
11:30: We are now hands-on with the new products:
Firstly, Business Class. It’s plush – the colours are tasteful, the usual deep purples, with hints of orange similar to Premium Economy. The bed is very comfortable. The bedding is high quality, similar to those we experienced in the current Suites class.
11:10: Some more information whilst we do the hands-on press demo:
- Lalique will design all the products in Suites Class including bedding, toiletries, glassware and chinaware. More information on Lalique here
- Penhaligon’s will design the toiletries available in Business Class. Personally, we love this brand are very excited to see such a high-end product on-board. More here
- The first route is SIN-SYD SQ211 on 18th December… unsurprisingly there is no reward availability left on that day!
1051: Video of the new products:
1041: More pictures – this time of Suites Class. Broadly similar to what we saw in the leak yesterday.
- 60% larger (30sqft – 50sqft)
- 2 oversize toilets with dressing area
- 1A/2A and 1F/2F can be converted into double bedroom
1031: Embago over! Time to share some pictures…
1020: More Q&A
- Whole fleet to be retrofitted to ensure product commonality
- Retrofit to be completed by 2020
- Krisflyer redemptions will NOT be cutback in any of the new products (another major concern of ours)
1015: Q&A now.
- New Business class is definitely different from A350 (phew!)
- New Business class may be extended to the rest of the fleet but no confirmation for now
- 5 A380s to replace those returning off lease so fleet will be kept at 19 aircraft
- 6 suites instead of 12. Based on the desire to give more space and current suites demand (we think probably more of the latter, given the price point!)
- Design was customer-focused and wasn’t based on SIA’s competitor’s products
- Expected to be an industry-leading product (that’s a big claim – fingers crossed!)
1010: Non-embargoed section of the press release confirms the cabin layout. 471 seats total (up from 441):
- 6 suites class
- 78 business class
- 44 premium economy
- 343 economy
Almost identical to what was leaking on the seat map and our predictions here.
First aircraft to arrive December 2017 (next month).
1005: Okay, BIG news! CEO just revealed that the Business Class will offer couple double bed setups as well – think Q-suites on Qatar (see below example). This is a big relief as we suspected from the leaked seat map that it may have been the current A350 J seat.
0955: CEO has started his speech. Detailing that design process. Customer research began in 2013. The underlying theme, more space, a greater extension to personal needs. Comfort and convenience is the priority for passengers. Industry first 270-degree swivelling chair. Retaining the double bed benchmark for couples. Lighting in the suites can be controlled and saved into memory even for subsequent flights.
0950: Press packs have been handed out. Some information is embargoed for the next 40 mins (a common practice at live launch events).
0935: So here we are, the morning on the big day… 2nd November 2017!
Singapore airlines this morning will finally reveal how they intend to configure their newest A380 aircraft when they are delivered Q1 2018
It’s been 10 years since the A380 joined Singapore airlines (12th October 2007) and they introduced the famous “Suites Class” that changed the industry. Even all these years later, it’s still an outstanding product – let’s hope what they reveal today is an improvement.
We have listed all the leaks and rumours up to this point in an article (here). As stated, we are hoping that they aren’t all true. With the competition in the premium travel industry – now is not the time to be downgrading, squeezing and skimping!
Here’s the format of the day:
“Space Made Personal – Experience the Difference”
09:30 Media Registration
09:45 Welcome address by Mr Goh Choon Phong – CEO
10:15 Unveil or Singapore Airlines’ new cabin products
13:15 End of Program
Here’s what we know will definitely be revealed:
- New Suites Class
- “New” Long-Haul Business class product (we suspect it may be the same as installed in the A350)
- New Lalique glassware, bedding and amenities
What we suspect may also be revealed:
- New Regional Business Class
- Minor adjustments to seat design in Premium Economy and Economy
- Details of the restructuring of the group and it’s subsidiaries