Recent initiatives by the airline, such as the Restaurant A360@Changi, remind us how SIA can’t lose sight of the premium market, says Dr Faizal ...
SINGAPORE: The importance of Singapore Airlines' premium brand can be seen through the promotional events that it sponsors to attract foreign tourists to Singapore such as the F1 Grand Prix.
From SIA’s perspective, these in-flight and delivered meals are a critical component of the airline’s marketing strategy targeted at the premium air travel passenger market. The strategy keeps SIA's image as a premium airline alive in the public mind when the skies are almost out of bounds.The strategy seemed to work as all of its 900 seats that were available for the Restaurant A380@Changi were sold out within 30 minutes after bookings opened on Monday .
This strategy also created ancillary revenue streams generated for items such as baggage fees, extra legroom products as well as food and beverage.Other FSCs such as British Airways, Air France, KLM, Lufthansa and Alitalia have offered Hand Baggage Only fares on their North Atlantic Routes.
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