FIRST LOOK: Singapore Airline New ‘Hotel Rooms’ in the Sky
The best seats aboard the world's biggest passenger jet just got better. Singapore Airlines revealed the update on Thursday (2/11), offering a first look at the new ‘Singapore Airlines suites’.
Think of it as a hotel at 35,000 feet. The room comes with a plush leather chair upholstered in Poltrona Frau leather, double bed, spacious storage (including a personal wardrobe!), and a 32-inch TV.
Amenity kits, pyjamas, slippers, eyeshades and socks come from the French luxury house, while Lalique-designed crystal glassware will be used alongside Wedgwood crockery during meals service.
In a bid to create new levels of privacy, the number of suites has been reduced to six from twelve, allowing space to fit an actual bed, a full-sized wardrobe and two bathrooms, one of which has a sit-down vanity counter.
Passengers traveling together will be able to combine two of the suites by simply lowering a divider – it is yet to be announced if it’s required that this be a predetermined arrangement.
The overhaul follows Singapore Airlines’ $850m investment and four years of development time. It has long had a reputation for its premium products and service, which rivals Middle Eastern carriers like Etihad Airways and Emirates in terms of luxury, and its new first class suites will be nearly 70 percent larger than the old ones.
“We are very good at doing a lot of premium things for our customers in a cost-effective manner,” the CEO told Reuters on the sidelines of an event to unveil the seats.
Some carriers, including United Airlines and Qantas Airways (QAN.AX), have not installed first class on newer aircraft. But for other airlines, first class remains a showpiece for attracting elite passengers and for broader brand marketing.
CAPA Centre for Aviation Chief Analyst Brendan Sobie said it made sense for Singapore Airlines to have fewer first class suites, given they were less full on average than other cabins.
“The yield premium that it generates and marketing benefit makes it worthwhile to retain and improve,” he said to Reuters.
“Economy and premium economy revenues will increase due to the higher seating density. Overall the profitability of the A380 should improve, making the investment worthwhile.”
The Telegraph reported that Singapore Airlines return first-class Suite fares from London to Sydney, via Singapore, cost from £9,500.
The new suites will launch on the Singapore to London route in 2018. More information on the new A380 cabin products can be found at A380.singaporeair.com.
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