Singapore Airlines (SIA) has dropped its widely-publicised idea to launch “flights to nowhere” after the idea attracted criticism from people concerned about the environmental impact created by such flights.
The airline conducted a market study and review, considering both environmental and financial viability before declaring that they had “no plans” to “revive the idea.”
In its place, a suite of SIA experiences has been launched to cater to a variety of demographics.
A380 ‘Plane Restaurant’
Customers can now enjoy a dining experience in one of SIA’s A380 double-decker superjumbo aircrafts.
Diners can select a meal from SIA’s range of international cuisines, and a Peranakan menu curated by Singaporean chef Shermay Lee.
They will also be given a showcase of cabin crew uniforms throughout history.
Those who turn up in traditional heritage wear like cheongsam, sarong kebaya, or a saree, will receive a special gift.
Bookings for this this ‘plane restaurant’ will begin from 12 October on SIA’s KrisShop website. Limited spots for a 15-minute tour of A380 and its private access areas will be available on a first-come–first-serve basis.
SIA @ Home
Customers can also order a meal from SIA to be delivered to their homes from 5 October.
Over 10 menus designed for First Class and Business Class customers by world-renowned chefs on SIA’s International Culinary panel will be available for selection.
Along with the delivery, SIA will also provide First Class or Business Class amenity kits.
Diners can keep the limited edition dining ware and other paraphernalia like crystal glasses, tableware sets and sleeper suits, that will also be delivered.
To recreate the SIA experience, a digital guide on heating and plating the dish will be provided.
Diners can also watch aircraft cabin videos and listen to a curated playlist to complete the experience.
SIA Facilities Tours
SIA will be opening its facilities for the public to tour for two weekends in November (21, 22 and 28, 29), with bookings commencing from 1 November.
The tour will feature SIA’s latest cabin products and flight simulation training, conducted free-of-charge and available on reservation’s basis.
Visitors can also pay for additional experiences such as using the flight simulator, dressing up as a junior cabin crew, learning about SIA wines from air sommeliers, and achieving the Singapore Girl look in a guided workshop.
The SIA canteen will also be open to diners, serving in-flight food for a fee. Air miles can be earned for food or merchandise purchased via SIA’s KrisPay app.
Staying Afloat
Since the start of Covid-19, SIA — once a superstar of the aviation industry — has been bleeding revenue as international flight pathways close.
Revenue for the group has plunged 79.3 per cent to S$851 million year on year, and over 2,400 SIA staff were affected by job cuts in a mass retrenching exercise earlier this month.
Last week, SIA pilots reportedly took pay cuts of more than 50 per cent in order to keep their jobs.
Although SIA’s suite of products are admirable given the drought Covid-19 has wrought on the aviation industry, it can hardly heal the wound that has been dealt to the aviation industry.
However, green lanes are gradually opening up and Singapore is in the midst of negotiations with countries like Hong Kong to reopen travel airways.
Additionally, Minister for Transport Ong Ye Kung told reporters that Singapore cannot take for granted that it will remain an aviation hub even when the pandemic ends.
Whether or not SIA can subsist until a vaccine is found will depend on the viability of air travel amidst a global pandemic.
Featured Image Credit: Nestia / SilverKris
