Singapore Airlines has long been known for having one of the most aspirational First Class cabins around. Their “suites class” product on their A380 aircraft is something that just about any avid miles & points enthusiast wants to try out and, as long as you have the miles and you can plan in advance, it’s not too hard to book.
But now Singapore Airlines are in the midst of a cabin overhaul on just about all their aircraft and that means a new first class/suites class product for the A380.
Up until now the airline has been quiet about its plans for the new ultra-premuim product but Australian Business Traveller has managed to prise some information out of their Senior VP for Products & Services”
“Definitely no showers!” affirms Mr Tan Pee Teck, the airline’s Senior Vice President for Product & Services. “It’s a frill that we probably don’t need.”
Speaking with Australian Business Traveller on the sidelines of a media briefing in Toulouse for Singapore Airlines’ forthcoming Airbus A350, Tan admits that “a few customers say it’s nice to have.”
“But it’s not a compelling proposition in terms of the decision to choose an airline – I don’t think many would choose based on a shower… it’s more like something that just comes along with it.”
“Service is still very important, and reliability, and I think how you build the affinity with your premium customers (is) what keeps them coming back” Tan adds.
Tan describes plans for Singapore Airlines’ new A380 first class suites as “quite different to the product that we have.”
I have to agree with Mr Tan. Just because Emirates does something doesn’t make it the best thing to do and, for most passengers, the presence of a shower is so far down the list of priorities that I’m not entirely sure why even Emirates bothers.
It’s interesting to hear that Singapore Airlines is developing something “quite different” to the hugely successful product they already have. Under normal circumstances, when I hear an airline VP say something like that, I begin to worry that they’re going to change a winning formula just to be different or just to keep up with the Middle Eastern carriers. But the fact that they’re happy not to copy Emirates with showers in First Class gives me a little hope that substance is still something that’s important to those running Singapore Airlines – and for someone who’s really looking forward to one day flying the Singapore A380 that’s good news.
Featured Image: Pyonko Omeyama via Flickr