SINGAPORE - Singapore Airlines (SIA), the first carrier to put a double bed in its cabins, is spending US$850 million (S$1.15 billion) to refit all its Airbus SE A380 jets to take airborne luxury up another notch.

On Thursday, the Republic’s national carrier unveiled its first major overhaul across cabin classes of its Airbus SE A380s since 2007, when it became the first carrier to fly the double-decker aircraft. 

The move was a response to the rising competition from Middle Eastern rivals, said analysts, who added that the hefty investment reinforces SIA’s leadership as a premium luxury carrier which had come under threat in recent years.

For the most premier of its customers, Singapore Air has cut the number of Suites to six from 12, allowing additional space and frills such as a separate, fully adjustable seat with leather upholstery by Italy’s Poltrona Frau, as well as double bathrooms, one of which has a sit-down vanity counter.

The changes will be first introduced in five new super-jumbo planes it will receive progressively from this year, starting with the Singapore-Sydney flight on Dec 18. Singapore Air also will retrofit its older A380s with the new products starting late next year, with a target for completion in 2020.

Airlines have been trying to outdo each other when it comes to pampering the upscale business traveller. The new Singapore Air suites will have a separate bed, without the need for conversion from a sitting position, alongside the adjustable leather seat. Etihad Airways PJSC provides in-flight showers for first-class passengers on its A380s, and its Residence suites feature a lie-flat bed and a living area with a 32-inch television and private butler.

Mr Brendan Sobie, chief analyst at CAPA Centre for Aviation, noted that for many years, SIA’s strategy has been to strengthen its premium air travel position. “SIA has a strong position in the premium market but it still needs to continue to invest. It cannot rest...  in order to remain on the top,” Mr Sobie added. 

Mr Greg Waldron, the Asia managing editor at Flightglobal, said SIA’s revamp was hardly groundbreaking, but it was an “evolution” in making its products better. “Customers will notice the changes, and the cabins will look more modern,” he said.

SIA’s premium economy class will have a seat pitch - the distance between a row of seats - of 38 inches, and seat width of 19.5 inches. The seats can also recline eight inches for greater comfort. For the economy class, the seats will have a backrest design which provides more legroom and a 11.1-inch touchscreen monitor. 

The analysts noted that the reduction in the number of Suites, and the increase in the number of economy seats - for example, the new setup will have 343 seats, up from one of the existing configurations of 245 seats - will help lower the unit cost and make SIA more competitive. They added that it was hard to say whether SIA’s ticket prices will go up as a result of the overhaul, given that numerous factors contribute to air fares.

Nevertheless, Mr Waldron said the new offerings would allow SIA to “command a premium” in its fares. “We must not forget that it is also the cabin service that makes SIA stands out, from its variety of food and beverages on board and the service staff,” he added.

The overhaul of its cabins follows four years of development involving “extensive customer feedback”, said SIA. The A380 entered service with SIA in October 2007. Four more A380s are to be delivered progressively next year. As of this month, the carrier has 18 A380s in its fleet. 

The new aircraft configuration will carry up to 471 customers in four classes of travel, with six SIA suites, 78 business class seats, 44 premium economy class seats, and 343 economy class seats.
SIA’s A380s currently serve Sydney, Beijing, Frankfurt, Hong Kong, London, Melbourne, Mumbai, New Delhi, New York, Osaka, Paris, Shanghai and Zurich. WITH BLOOMBERG