Singapore Airlines Plans to Introduce New Seats in Second Half of 2013

I’ve only ever flown Singapore’s old style first class, such as on the since-retired 747s, as in this trip report. I’m looking forward to upcoming mileage redemptions in Singapore’s new first class seat, and I’m hoping that the route I’m on goes Airbus A380 (for suites with doors!). I still haven’t been in the ‘new’ first class.

But along comes news that that won’t even be ‘new’ first for much longer, since Singapore is working on introducing new new seats starting in the second half of 2013.

Revamped seats and cabin interiors as well as the latest generation of in-flight entertainment offerings will be introduced progressively, starting on new Boeing 777-300ERs that will enter service from the latter half of next year. This will be followed by Airbus A350s and Boeing 787s, in addition to possible retrofits to aircraft already in service.

There are some general statements about what’s in store for all three cabins of service, but little specifics so far:

DesignworksUSA is helping to enhance the First Class seat and cabin environment for new B777-300ERs that will be entering service from the second half of 2013. From studios in Los Angeles, Singapore, Munich and Shanghai, work is currently underway to help further distinguish the Airline’s First Class from the competition and provide customers with a unique premium feel and experience, complementing the personalised service from our cabin crew. In addition to cabin ambience improvements, a revamped seat will feature more privacy and personal stowage space, and improved seating comfort.

JPA, which has worked with SIA on earlier seat programmes, is also working with the Airline on a new generation Business Class seat. It promises to offer improved comfort in both seating and sleeping positions, and more stowage space to cater to the changing needs of business travellers. Work is being carried out from studios in Singapore and the UK.

SIA is also not overlooking Economy Class, as the Airline’s premium positioning extends across all classes of travel. Development work is currently underway focusing on key areas such as improved seat and headrest comfort and personal space for travellers.

New in-flight entertainment & connectivity offerings and enhanced cabin lighting will also be progressively introduced to ensure that SIA builds upon its leadership position and longstanding status as one of the world’s most innovative airlines.

Based on Singapore’s past behavior, they presumably start treating the ‘old’ new 777 first class as bookable by partners, and as saver awards in their own program, but restrict the ‘new’ new first class to their own members spending ‘rule-buster’ type miles for the awards. Although I hope not!

About Gary Leff

Gary Leff is one of the foremost experts in the field of miles, points, and frequent business travel - a topic he has covered since 2002. Co-founder of frequent flyer community, emcee of the Freddie Awards, and named one of the "World's Top Travel Experts" by Conde' Nast Traveler (2010-Present) Gary has been a guest on most major news media, profiled in several top print publications, and published broadly on the topic of consumer loyalty. More About Gary »

More articles by Gary Leff »