How Singapore Airlines Uses Tech to Transform Each Step of the Traveler Journey (2022)

Singapore Airlines has been an early adopter of technology and has long embraced its potential to enhance its customers’ journeys. In 2018, the airline launched a digital innovation blueprint, boosting its digital capabilities with the promise of enhancing the very core of the Singapore Airlines experience: its service culture. The following year, Singapore Airlines opened KrisLab, its digital innovation lab, which serves as a collaborative workspace for staff to think outside the box and develop innovative ideas using technology to enhance its offerings.

“Even before the Covid-19 pandemic hit globally, digital transformation in the customer journey has been a big part of what we do,” said George Wang, the airline’s senior vice president of information technology.

As the severity of the pandemic became apparent, the airline set up an internal task force and proactively took a comprehensive look at the customer journey. The task force identified around 100 customer touchpoints, evaluating each touchpoint to see how best to protect the health and safety of its customers and employees. It reinforced existing features, enhanced some, and introduced new ones — using digital technology to complement many elements.

For example, in December 2020, Singapore Airlines was the first airline in the world to trial a digital health verification process based on the International Air Transport Association (IATA) Travel Pass framework. It allows customers to store and present information related to Covid-19 tests to speed up airline check-in and immigration entry processes, while giving travelers control over how their personal health data is shared. Soon, it will also allow travelers to keep proof of vaccinations on hand to present as needed. IATA’s Travel Pass mobile application was successfully trialled on the first international flight operated by Singapore Airlines to London in mid-March 2021. This reflects Singapore Airlines’ goal of using secure digital solutions to verify health credentials and support a safe and seamless travel experience for customers.

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“Robust health and safety measures are an important part of our premium position and brand promise. We want to ensure that both our staff and customers feel confident when they work or travel with us,” Wang said.

To understand the breadth of Singapore Airlines’ technology-driven solutions for safer travel amid the pandemic, it’s helpful to look at the digital tools along the customer journey.


Evolving travel restrictions and requirements have complicated bookings and pre-flight planning. Passengers need a lot more information on hand to make purchasing decisions, and they must be vigilant about monitoring travel advisories in case anything changes before and during their travel.

To address that challenge, Singapore Airlines has developed a way for customers to receive notifications on when their preferred destination has opened up for travel. In addition, customers with a firm booking can subscribe to digital travel advisory updates using the “Manage Booking” function, providing them with up-to-date information on any changes in travel regulations, pre-departure testing requirements, and more.

As their travel date approaches, customers can also view their in-flight meal options, access an electronic library of newspapers and magazines and download their preferred articles on their personal mobile devices for the flight, and order duty-free items through to be delivered to them on board or to their preferred home address.

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These features enhance existing digital tools including the ability to check in online via the Singapore Airlines website and mobile app, where a digital or mobile boarding pass can be generated to help travelers clear check in and boarding seamlessly. In addition, customers can make use of the airline’s chatbot, Kris, which can handle over 500 commonly asked questions. Over the last year, the chatbot has gained popularity as it offers round-the-clock assistance to questions on topics such as baggage allowances and in-flight meals.

Pre-departure testing has become mandatory in more countries. To help passengers navigate through the process, the airline has also piloted a way for travelers to schedule Covid-19 tests seamlessly after booking a flight, and get results through a single online portal. The service is available for travelers departing from Singapore, Hong Kong, Jakarta, London, and Medan, and the airline plans to expand it in the months ahead.

“Covid-19 tests and vaccinations will be an integral part of air travel for the foreseeable future,” Wang said, adding that the airline is working with IATA “to support and pilot an open and globally interoperable travel industry framework based on latest technology standards.” Cooperation will be essential to minimizing the hurdles presented by travel amid this challenging time.


Putting travelers at ease in airports, which have always been high-traffic areas that require frequent interactions with people and touch screens, presented another challenge that has prompted several innovations at Singapore Airlines’ home base.

Singapore Changi Airport has rolled out contactless kiosks that respond to passengers’ selections when they point a finger close to the screen without actually touching it. To complement this, Singapore Airlines has made it easier for travelers to print baggage tags. To do so, travelers will simply need to scan the QR code in their mobile boarding pass, and their details will be auto-populated into the machine. Additional QR codes make it easy for passengers to update contact information without having close interactions with others during check-in. Keeping that information up-to-date is important, as it ensures the airline can reach them in case any flights or travel regulations change.

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Singapore Airlines also changed procedures in its SilverKris Lounge at Singapore Changi Airport, suspending the self-service buffet meal service to keep customers and staff safe. Instead, travelers can place orders digitally for food and pick it up when it is ready, ensuring that safe distancing is observed during their time at the lounge.

If travelers have time to spare before their flight, they can use the airline’s SingaporeAir mobile app to peruse the in-flight audio and video entertainment and make a list of favorites to watch once on board. They are also encouraged to download their preferred reading materials from the airline’s e-Library prior to their flight.


Once on the plane, travelers’ mobile devices become valuable tools. Travelers connect their personal mobile device to KrisWorld, the in-flight entertainment system of Singapore Airlines, using the in-flight Wi-Fi network. With this, passengers can use their personal mobile devices as a remote control for their seatback monitors, minimizing contact with high-touch surfaces. They can also access a digital menu on board the aircraft.

Once travelers are on the ground, they can continue to interact with the airline through the Kris+ app, which is a hub for its mileage and loyalty program. It centralizes the airline’s payment, lifestyle, and rewards services so that customers can easily access their loyalty wallet as well as discounts for dining, retail, and entertainment. They can earn miles and redeem them through the app, which also includes location-based and interest-based recommendations to serve as a personalized concierge that they can keep in their pocket.

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Looking ahead, the airline is expecting to enhance and integrate its digital health verification process so that it is readily available through its mobile app. The goal is to reduce friction and anxiety for customers during this stressful time,” Wang said.

“Many of the innovations that Singapore Airlines has rolled out and enhanced over the past year will have a lasting impact on the travel experience even after the pandemic,” he added. Although some of them were necessitated by the global crisis, they fall in line with the company’s ongoing focus on innovation.

“Ultimately, we want to harness digital technologies to drive the Singapore Airlines service offering,” he said, adding, “We want to offer the best experience for our customers.”

This content was created collaboratively by Singapore Airlines and Skift’s branded content studio, Skift


How does Singapore Airlines segment its customers? ›

SIA has used traditional approach adopted by legacy carriers for segmentation. SIA focuses on 1) business travellers (“business class passengers”) and 2) the price sensitive leisure travellers (“economy class passengers”). These 2 different groups of consumers differ primarily on their preferences.

How does Singapore Airlines differentiate itself from its competitors? ›

SIA has two main assets—planes and people—and it manages them so that its service is better than rivals' and its costs are lower. Unlike other airlines, SIA ensures that its fleet is always young. For instance, in 2009, its aircraft were 74 months old, on average—less than half the industry average of 160 months.

How Singapore Airlines became successful? ›

Innovative with customer experience. Singapore has always been very innovative when it comes to customer experience. They were the first airline to have satellite communications for passengers, on-demand seatback entertainment screens for economy and first-class suites on board their A380.

What is the competitive strategy of Singapore Airlines? ›

We examine how Singapore Airlines has achieved its outstanding performance and sustained its competitive advantage, through effectively implementing a dual strategy: differentiation through service excellence and innovation, together with simultaneous cost leadership in its peer group.

What is unique about Singapore Airlines? ›

The airline is also famous for luxurious flight experiences across cabin classes, with state-of-the-art entertainment options, spacious cabins and a commitment to making flying a personal experience.

What can Singapore Airlines improve on? ›

And my mail to SIA includes plenty of ideas and suggestions to help them improve. Singapore Airlines has earned my loyalty on the ground and in the sky.
Ron Kaufman
  • Clarity and Commitment. ...
  • Continuous Training. ...
  • Career Development. ...
  • Internal Communication. ...
  • Consistent External Communication. ...
  • Connection with Customers.

Why does Singapore Airlines excel with customer service? ›

A relentless commitment to anticipate customers' needs

Understanding the customer, creating the wow effect, and remaining a service leader in the industry are SIA's goals. To be the best, SIA's service style thrives to identify what passengers need before they even ask.

What do people think of Singapore Airlines? ›

Once again, Singapore Airlines has been voted the No. 1 airline in the world by Travel + Leisure readers in our World's Best Awards survey, proving it continues to impress travelers with cabin comfort, service, food, customer service, and value.

How many flights does Singapore Airlines have per day? ›

Operating Results: May 2020
May 2019May 2020
Passengers ('000)8650.6
Passenger Flights~4,60056
Load factor85.3%2.7%
15 Jun 2020

Is Singapore Airlines the best airline in the world? ›

Singapore Airlines came second in the World's Top 20 Airlines - and also scooped the World's Best Cabin Staff award. UAE flag carrier Emirates landed third, followed by Japan's ANA All Nippon Airways in fourth, and Australia's Qantas Airways in fifth place. More than 350 airlines were included in the survey results.

What type of aircraft do Singapore Airlines use? ›

Singapore Airlines operates two Boeing 737 variants - Boeing 737-800 and Boeing 737 MAX 8 - following the merger with SilkAir.

How many destinations does Singapore Airlines fly to? ›

Together, Singapore Airlines and Scoot fly to over 130 destinations around the globe, bringing you closer to the people and places you care the most. Due to the Covid-19 outbreak, we are operating a reduced network and flights to certain destinations may be temporarily unavailable.

Do Singapore Airlines have WIFI? ›

Complimentary Wi-Fi is offered to passengers travelling in Suites, First Class, Business Class, PPS Club members, supplementary cardholders and KrisFlyer members in Premium Economy and Economy Class.

What is SIA motto? ›

A great way to fly” has been Singapore Airlines' (SIA) marketing tagline for decades and few around the world would argue that it has not lived up to that.

What would you say is your role as a cabin crew? ›

As a cabin crew member, you'll provide excellent customer care to passengers while ensuring their comfort and safety throughout the flight. You'll serve refreshments and meals and will also sell gifts and duty-free items to passengers.

Which airline is the best in Singapore? ›

Sherlyn Sim
  • Singapore Airlines has been ranked the world's second best airline for the third time in a row at Skytrax's 2022 World Airline Awards.
  • It also clinched a number of other awards including World's Best Cabin Staff, World's Best First Class and Best Airline in Asia.
7 days ago

What are the benefits of business class on Singapore Airlines? ›

Singapore Airlines business class includes lie-flat seating on most flights, lounge access, onboard meals that can be pre-ordered on most routes, and additional carryon and checked baggage allowances.

Is Singapore Airlines environmentally friendly? ›

We've joined the International Air Transport Association (IATA) in its commitment to reducing the industry's emissions in three stages – a 1.5% improvement in fuel efficiency each year from 2009 to 2020; carbon-neutral growth from 2020; and 50% absolute reduction in carbon emissions by 2050.

How can you be sustainable while flying? ›

How to Fly Sustainably in 8 Simple Steps
  1. Skip the Layover. ...
  2. Look for Newer Aircraft. ...
  3. Fly Economy Class. ...
  4. Fly with Sustainable Airlines. ...
  5. Prioritize Eco-Friendly Airports. ...
  6. Stick Around Longer. ...
  7. Reduce Your Day-Of Impact. ...
  8. Offset Your Impact.

What are the four pillars of IATA's integrated approach to emission avoidance? ›

iata has therefore developed a four-pillar strategy, adopted by the industry, governments and regulators, to reduce aviation emissions. the four pillars are technology, operations, infrastructure and positive economic instruments. of these four, technology has by far the best prospects for reducing emissions.

What is SIA service of excellence? ›

The skillsets in our service excellence suite have enabled our employees to delight customers throughout their journeys, on the ground and in the air. Now, you can discover how exceptional service can be consistently delivered – and how it's achievable for your team, business, and organisation.

What is service excellence in the workplace? ›

What is Service Excellence? Service excellence is the act of going beyond customer expectations and delivering an industry-leading experience that really wows your clients. Most organizations provide good customer service, but customers keep coming back to the ones that go beyond to provide service excellence.

How good is Singapore airline? ›

Singapore Airlines is Certified as a 5-Star Airline for the quality of its airport and onboard product and staff service. Product rating includes seats, amenities, food & beverages, IFE, cleanliness etc, and service rating is for both cabin staff and ground staff.

Do you need to wear a mask on international flights? ›

CDC recommends travelers wear face masks while on aircraft and at airports. Know the rules before you travel. CDC recommends you wear your mask aboard the aircraft, practice good sanitation, and maintain as much social distance as possible.

How much do Singapore Airlines pilots earn? ›

How much does a Pilot at Singapore Airlines make? The typical Singapore Airlines Pilot salary is $10,000 per month. Pilot salaries at Singapore Airlines can range from $833 - $20,000 per month.

How many flights are there a day in the world? ›

How many airline flights per year? The year 2020 had over 16 million global flights. Prior to COVID-19, the Federal Aviation Administration affirms its Air Traffic Organization (ATO) has handled 45,000 local flights a day or over 16,405,000 a year (FAA, 2020).

How many people fly with Singapore Airlines? ›

The number of passengers carried by Singapore Airlines amounted to about 3.39 million in fiscal year 2021/2022. Although the Singapore airline's passenger traffic experienced a slight recovery compared to the previous fiscal year, it still remained below the levels recorded prior to the COVID-19 pandemic.

How did Singapore Airlines start? ›

SIA's origins can be traced to the Malayan Airways Limited (MAL) which was formed on 21 October 1937 by British Imperial Airways (later British Overseas Airways Corporation, or BOAC), Straits Steamship Company, and Ocean Steamship Company of Liverpool.

How was Singapore Airlines formed? ›

Singapore Airlines began with the incorporation of Malayan Airways Limited (MAL) on 1 May 1947, by the Ocean Steamship Company of Liverpool, the Straits Steamship Company of Singapore and Imperial Airways.

When did Singapore Airlines start? ›


1. A Conversation With Singapore Airlines CEO Goh Choon Phong
(Bloomberg Markets and Finance)
2. Singapore Airlines First Class Suites A380 (Vorgänger) | YourTravel.TV
3. Singapore Airlines New A380 First Class Suite Complete Review
(Sam Chui)
4. ALONE in First Class Suites on Singapore Airlines A380, വിമാനത്തിലെ ഹോട്ടൽ മുറിയിൽ ഒറ്റക്ക് !!
(Tech Travel Eat by Sujith Bhakthan)
5. Der längste Non-Stop-Flug der Welt! Singapore Airlines Business Class A350ULR | YourTravel.TV
6. Singapore Airlines New Updates & Alternate Options For Issued Tickets | With English Subtitle
(Travel with SJ)

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