VIA GRAPHIC PLUS — Singapore Airlines (SIA) today unveiled its all-new next-generation long-haul cabin products, designed around how customers work, dine, relax, and rest on board to deliver a more comfortable, personal, and intuitive travel experience.
The Singaporean flag carrier is investing more than S$2 billion in its First Class, Business Class, Premium Economy Class, and Economy Class cabins, part of SIA’s elevated end-to-end travel experience launched today.
SIA will progressively introduce the new cabin products from the second half of 2027 on its 41 retrofitted Airbus A350-900 long-haul and A350-900 ultra-long-range (ULR) aircraft, and its new Boeing 777-9 fleet.
Lee Lik Hsin, Chief Commercial Officer, Singapore Airlines, said: “While each cabin has been designed individually, they are united by the same ambition to make the experience more comfortable, flexible, and rewarding for our customers. Singapore Airlines’ next-generation long-haul cabin products will ensure that our customers travel more comfortably than before, and have greater control over their in-flight experience, whether they are working, dining, relaxing, or resting.”
The upcoming 777-9 widebody aircraft will feature the new First Class, Business Class, Premium Economy Class, and Economy Class cabin products. The 41 retrofitted A350-900 long-haul and A350-900ULR aircraft will feature the new Business Class seats, with First Class cabins introduced on the A350-900ULR fleet for the first time.
The development of these cabin products was informed by extensive research involving more than 5,000 frequent travellers, customers, staff, and industry experts worldwide. Through focus groups, interviews, surveys, and concept testing, SIA gained valuable insights into how customers work, dine, relax, sleep, and spend their time on board.
The research underscored customers’ growing expectations for greater privacy and comfort, intuitive functionality, flexibility, and a more connected experience that caters to their individual needs and preferences throughout their journey.
These insights shaped the development of the new cabin products in collaboration with leading international design firms: PriestmanGoode for First Class, Designworks for Business Class, and Factorydesign for Premium Economy Class and Economy Class. SIA worked closely with its manufacturing partners – Collins Aerospace for the new First Class, Premium Economy Class, and Economy Class seats, and RECARO Aircraft Seating for the Business Class seats – to bring these designs to life.
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 today unveiled its all-new next-generation long-haul cabin products, designed around how customers work, dine, relax, and rest on board to deliver a more comfortable, personal, and intuitive travel experience.){kind=link}