Singapore Airlines unveils major investment in next-generation CX

Singapore Airlines has unveiled a major investment in its end-to-end passenger experience, featuring next-generation cabins, enhanced inflight entertainment, upgraded lounges, high-speed connectivity and more.

Summary:

Singapore Airlines has unveiled a major upgrade to its end-to-end passenger experience, bringing together next-generation cabin products, enhanced inflight entertainment, upgraded dining and new customer amenities.
The airline is investing more than S$2 billion in new long-haul cabin products across all four classes, with introduction planned from the second half of 2027.
The transformation also includes Starlink high-speed connectivity, refreshed SilverKris lounges and enhanced personalised ground services at Singapore Changi Airport.

Singapore Airlines (SIA) – a Headline Partner of APEX FTE EXPO, taking place in Singapore on 18-19 November 2026 – has unveiled the next chapter in its travel experience, underscoring its long-standing commitment to continually elevate the end-to-end customer journey.

The launch brings together SIA’s next-generation cabin products and KrisWorld inflight entertainment system, enhanced inflight dining and beverage offerings, new amenities across all cabin classes, high-speed connectivity, upgraded lounges, and on-ground service enhancements.

While each element has been individually enhanced, they have been thoughtfully designed to come together as one seamless journey, offering customers greater comfort, choice and convenience from departure to arrival.

“This launch marks another major milestone in Singapore Airlines’ unwavering commitment to elevating the end-to-end travel experience,” said Mr Goh Choon Phong, Chief Executive Officer, Singapore Airlines. “Our customers experience Singapore Airlines as one seamless journey, and this significant investment is designed to deliver greater comfort, choice, and convenience at every stage. Above all, the genuine care, professionalism, dedication and thoughtful service of our people remain at the heart of the Singapore Airlines experience. This launch is not an endpoint, but another step in our continuous pursuit to earn and retain the trust and loyalty of our customers, and reinforce our leadership in the airline industry.”

The cornerstone of the elevated customer experience is an investment of more than S$2 billion in SIA’s next-generation long-haul First Class, Business Class, Premium Economy Class, and Economy Class cabin products. These will be progressively introduced from the second half of 2027 on SIA’s 41 retrofitted Airbus A350-900 long-haul and A350-900 ultra-long-range (ULR) aircraft, and its all-new Boeing 777-9 aircraft. This investment was informed by extensive research and insights gathered through focus groups, interviews, surveys, and concept testing. The findings underscored the importance of comfort, privacy, intuitive functionality, and adaptable spaces as customers work, dine, or relax onboard.

The new cabin products were developed in collaboration with companies including 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 First Class, Premium Economy Class, and Economy Class seats, and RECARO Aircraft Seating for Business Class seats – to bring the designs to life.

The 777-9s will feature all four new cabin products: First Class, Business Class, Premium Economy Class, and Economy Class. The 41 retrofitted A350-900 long-haul and A350-900ULR aircraft will be equipped with the new Business Class seats, with First Class introduced on the A350-900ULR for the first time.

The next-generation KrisWorld inflight entertainment system will offer a more immersive, cinematic, and tailored entertainment experience. Highlights include 4K high-resolution touchscreens, OLED displays on selected aircraft, spatial audio, Bluetooth pairing for personal headphones, a redesigned user interface, wellness and personalisation features, and more than 2,500 entertainment options.

High-speed internet connectivity on Starlink-enabled aircraft will allow customers to stream content, stay in touch with family and friends, and work using their personal devices while onboard.

These will be complemented by enhanced inflight dining and beverage offerings, including more than 100 new and refreshed appetisers, main courses, and desserts across all cabin classes. Customers can also look forward to an expanded beverage offering, with new wine and spirits options.

Custom-designed Christofle serviceware for Suites, First Class, and Business Class will further elevate the dining experience. Selected dishes in Suites and First Class will also be presented with distinctive touches.

A new range of amenities will be introduced across all cabin classes to enhance customers’ comfort and well-being. The new amenity kits feature products from premium international beauty and lifestyle brands such as SISLEY for Suites and First Class, BYREDO for Business Class, and INK & WATER for Premium Economy Class. In Economy Class, customers will receive a specially designed collectible pouch containing a selection of travel essentials. Suites and First Class customers will also receive new 100% cotton sleeper suits, while sleeper suits will be introduced in Business Class for the first time.

On the ground, SIA has invested more than S$130 million to renovate, refresh, and expand its SilverKris lounges around the world, including those at its main hub at Singapore Changi Airport, to offer more seating, dining, work, and rest options. Customers at the SilverKris First Class lounges in Singapore can also enjoy a full-service dining experience, similar to that offered in The Private Room.

New personalised ground services at Changi Airport for Suites and First Class customers include priority immigration and security clearance, and a dedicated concierge service that offers meet-and-greet assistance and buggy transfers between selected airport touchpoints, where available.