China's - Orient Aviation

COVER STORYSuite success for SIAThe impact of SingaporeA i rl i nes’ A 380 c abi ninnovation will likely rippleacross the industry, writesTom BallantyneIt has avoided gimmicks first touted whenthe plane was first marketed and opted formore luxury, privacy, comfort and leg roomdepending on which of the three classes onetravels.The jewel in the cabin crown isundoubtedly the carrier’s new SingaporeAirline Suites, which chief executive, ChewChoon Seng, said were “beyond First Class”.The suites were designed by leading Frenchluxury yacht designer, Jean-Jacques Coste.There are 12 suites, two of which canbe converted into rooms with a double bed.The airline is charging a 25% premium overits normal first class product. A round ticketbetween Singapore and Sydney will costabout US$6,819.The suites are enclosed with screens thatcan be pulled down and have sliding doors togive total privacy when required.The concept is the result of five yearswork, said Sim Kim Chui, senior vicepresidentproduct development. “It wasdriven by customers’ needs. They told usthey wanted privacy and a proper bed. Thisis the result,” he said.There are 60 seats in business class.Although similar seats have been installedin the carrier’s Boeing B777-300ER fleet,the A380 has a slight variation. The seatis wider at 84 centimetres (34 inches) andcan be converted into a full-flat bed. Other‘First class customers told usthey wanted privacy and aproper bed’Sim Kim ChuiSenior Vice-President,Product DevelopmentSingapore Airlinesfeatures include a 39-centimetre (15.4-inch)LCD screen fully equipped with USB portsand in-seat power.The 399-seat economy class has seatsoffering greater comfort and leg roomthrough improved seat design and the use ofnew, lighter and thinner materials. These alsohave an in-seat power supply.Sim Kim Chui said the product team hadlooked at between 40 and 50 different designconcepts. “We spent a lot of time talking toour customers. That helped us to short listthe ideas,” he said.Just how good SIA’s new product is willbe better judged when compared to rivalssuch as Qantas and Emirates when their firstplanes enter service later next year. Sourcesat Airbus indicate most A380 customershave gone down the same road as SIA, butwith variations in the concept.Chew isn’t worried about the competition.“Being first off the block has its advantagesand disadvantages in that all our competitorsnow know what we have had under wrapsall this time. But given the reality ofdevelopment time, certification and so on,... it will not be possible for them to do muchabout it in the time they have available,” hesaid.“So in terms of price competitivenessfor the premium products on this aircraftwe are not overly concerned. In the maincabin (economy) it will be good oldcompetition.”SIA will progressively remove the 14B747s still in its fleet in the next four yearsas it takes delivery of more A380s. Some ofthem will be converted into freighters.The A380 has arrived at a good timefor SIA. The carrier is now boasting loadfactors of 81% as air traffic continues tosurge. The number of passengers it carriedin September, the latest month for whichfigures are available, rose 5.9% over thesame month last year to 1.54 million.However, challenges remain. As the newplane was readied for its first commercialflight, jet fuel prices soared to new recordhighs of more than US$95 a barrel.Privacy and double bedsin the First Class SuitesWider seats in Business Class16 ORIENT AVIATION NOVEMBER 2007