From 9 August 2015, customers travelling on select Singapore Airlines flights from Singapore to Sydney will be the first to experience the airline’s latest cabin class. Premium economy will eventually be rolled out to other destinations served by the Airline’s Airbus A380s and Boeing 777-300ERs, as well as their Airbus A350s, including Beijing, Delhi, Hong Kong, Frankfurt, London, Mumbai, New York, Shanghai, Tokyo and Zurich in the latter part of 2015 and early 2016.
Conceptualisation for the new Premium Economy Class seats started in November 2013, with seat manufacturers ZIM Flugsitz GmbH (for the A380 and 777-300ER) and Zodiac Seats US (for the A350), and award-winning design firm JPA Design – who have been involved with Singapore Airlines interior products for a few years now and their previous products, including their new business class seats. The USD80 million investment will initially be rolled out onto its 19 A380s, 19 777-300ERs and the first 20 A350s.
“We have been heartened by the highly positive public reaction to our new Premium Economy Class since our plans were announced last year,” said Singapore Airlines’ CEO, Mr Goh Choon Phong. “Many of our customers’ suggestions have been incorporated into the new product, and we are confident it will be well received by travellers who are looking for more features – in the seat design, in-flight offerings and exclusive privileges – all underpinned by the exceptional service that SIA is well known for, both on the ground and in the air.”
Premium Economy Class will welcome customers with a bespoke contemporary and stylish design, offering more space, comfort and convenience, but hasn’t rewritten the rule book for the class – instead opting for a tried and tested industry standard. Each seat has a seat pitch of 38″, the equivalent of most international premium economy classes. The width of each seat ranges between 18.5 and 19.5 inches depending on aircraft type and offers an industry standard eight-inch recline. However, Singapore Airlines have made sure they do have an industry leading USP, complementing the seat comfort is the largest premium economy screen worldwide, at an expansive 13.3-inch full HD monitor. Naturally, expect active noise-cancelling headphones.
Thoughtful touches include full leather finishing and a calf-rest and foot-bar for every seat. Seats also feature individual in-seat power supply, two USB ports (one by the elbow and one in the screen in front), personal in-seat reading light (which will follow the seat recline), cocktail table, as well as additional stowage space for personal items such as a water bottle, mobile phone and laptop. To enhance the individuality of the new class, seat amenities such as the headrest cover, cushion and blanket come in specially selected and matching colours. To help elevate the product, and inline with customer expectations travellers in Premium Economy Class can choose from a more extensive range of food and beverage offerings.
All the trimmings
Besides being able to select from a standard menu with three meal choices, customers may, from April 2015, also select from the Premium Economy “Book the Cook” service featuring popular dishes. We like the additional news that Champagne will be offered, in addition to a selection of curated wines, throughout the flight. To ensure a seamless experience that begins on the ground, priority check-in and baggage handling will be offered to customers travelling in Premium Economy Class. Customers will also enjoy a baggage allowance of 35kg. KrisFlyer members will receive 10% more miles when they fly in Premium Economy Class.
Stay tuned, we will have an exclusive talk with JPA Design about how they brought this new cabin class to life on one of the world’s best airlines.