2. Learning Goals
• Introduction about Singapore Airlines
• Company History
• Employee Branding
• Singapore Girl
• Recruitment
• Training And Development
• Management Involvement
• Brand Reputation
• It’s Subsidiaries
• Travel Experience
3. Introduction
•There’s something about Singapore Airlines. Over the
past four decades, it has earned a stellar reputation in
the fiercely competitive commercial aviation business
by providing customers with high-quality service and
dominating the business-travel segments. SIA has won
the World’s Best Airline award from Condé Nast
Traveler 21 out of the 22 times it has been awarded and
Skytrax’s Airline of the Year award three times over the
past decade.
4.
5. Company History
1947- On 1 May, the Malayan Airways Limited (MAL) Airspeed Consul
takes off from Singapore Kallang Airport. It’s the first of three flights a week
to Kuala Lumpur, Ipoh and Penang.
1951-1952- Four new DC-3s are added to the fleet. Iced water isn’t the
only item on the inflight menu anymore. We serve a choice of hot, cold
and alcoholic beverages, as well as sandwiches, biscuits and cold cuts.
We introduce the original “female pursers”, who pave the way for the
Singapore Girl some twenty years later.
6.
7. 1963- The Federation of Malaysia forms on 16
September. To commemorate this, Malayan
Airways Limited becomes Malaysian Airways
Limited.
1966- Malaysian Airways Limited becomes
Malaysia-Singapore Airlines (MSA) in May.
1968- Our annual revenue hits S$100 million
for the first time. The sarong kebaya is
designed by French couturier Pierre Balmain,
and becomes the signature outfit for the
Singapore Girl. Three new Boeing 707s mean
more frequent flights, further, faster.
8.
9. 1970s- They are the first to give out free headsets for the inflight
entertainment system, and offer a choice of meals and drinks in
Economy Class.
1972- Malaysia-Singapore Airlines (MSA) separates into two
airlines, Malaysian Airline System, and Singapore Airlines as we
know it today. Our fleet expands to include the state-of-the-art
Boeing 747, Boeing 727, and DC10. Singapore Airport Terminal
Services (SATS), a Singapore Airlines subsidiary, is set up to
manage ground services at Paya Lebar Airport.
10.
11. Employee Branding
Value and strong relationship with its
employees especially their flight
attendants.
Commitment
to high quality
service.
Brand promise to customers.
Exceptional
service.
12.
13.
14. A timeless beauty
• The Singapore Girl
• She was born in the ’70s. A time of fashion, invention and
transformation. Yet she remains timeless across generations. Her
beauty, unfading. Her elegance, always in style. Dressed in her
signature sarong kebaya, she’s the symbol of Asian hospitality
recognized the world over.
• And she only gets better with age.
• Designed by Parisian couturier Pierre Balmain in 1968, the sarong
kebaya is made of the traditionally Asian batik and has become
synonymous with the Singapore Girl.
15.
16. While the blue sarong kebaya
remains the trademark of
Singapore Airlines, there are
four different colors
altogether. Each represents
the designation of the
Singapore Girl who wears it.
17. SIA places heavy emphasis on all
aspects of selection, training and
motivation especially for its front
line staff.
SIA’s Singapore Girl has become
synonymous with the airline and the
personification of quality service
while most other airlines have not
managed to “brand” and promote
their cabin crew as successfully.
18. The following five interrelated elements inherent in
SIA’s HR strategy, along with leadership and role
modelling by top management, play a key role in
SIA’s ability to deliver its business strategy of
service excellence in a cost effective way.
1. Stringent selection and recruitment processes.
2. Extensive investment in training and re-training.
3. Successful service delivery teams.
4. Empowerment of frontline staff to control
quality.
5. Motivating of frontline staff to control.
19.
20. 2017
On 2 November, Singapore Airlines unveils
its latest cabin products which will be fitted
to its Airbus A380 fleet starting from
December, signifying an investment cost of
USD850 million. The new products will
enter service in December on the first of
five new A380 aircraft entering the fleet.
Retrofit work will also take place on 14
existing A380 aircraft. The new Singapore
Airlines A380 will be configured with 471
seats in four classes, featuring six
Singapore Airlines Suites and 78 Business
Class seats on the upper deck, as well as 44
Premium Economy Class seats and 343
Economy Class seats on the main deck.
23. 2016
On 2 March, Singapore Airlines takes delivery of its first Airbus A350-900 in
Toulouse. It is the first of 67 A350 aircraft on firm order, including seven of an ultra-
long-range variant for which Singapore Airlines will be the launch customer.
On 21 September, Singapore Airlines launches its new ‘Capital Express’ service,
linking Singapore for the first time with the capital cities of both Australia and New
Zealand. Singapore Airlines is the first airline to operate regularly scheduled
international services to and from Canberra. It is also the first airline with flights
between Canberra and Wellington.
24. It’s subsidiaries
SIA Engineering Company
As a leader in aircraft maintenance, repair and overhaul (MRO), the SIA
Engineering Company services the planes of more than 80 airlines from
around the world. Through its joint ventures, support from equipment-
manufacturers is located just minutes from the hangars, so customers
benefit from faster turnaround times at lower cost.
25. Scoot (a wholly owned subsidiary)
Scoot is a no-frills airline that offers low-cost flights between Singapore
and Australia, Hong Kong SAR - China, Taiwan - China, China, Japan,
Korea, and Thailand. It stands out with its unique attitude to flying, or
Scootitude, which makes each trip a memorable one. Scoot operates a
fleet of Boeing 787-8 and 787-9 aircraft.
26. Tradewinds Tours and Travel
Book a value-added, free-and-easy stopover holiday in Singapore and
other nearby destinations. Or organise a memorable M.I.C.E. event,
anywhere around the world. Whatever your travel needs, Tradewinds,
the tour-operating arm of Singapore Airlines and SilkAir, offers a wide
range of services and tour packages to help you meet them.
27. Discover an elevated travel experience
•Sight
• Inspired by the iconic prints in our signature sarong
kebaya, our Batik Motif pays homage to our rich
heritage and Singapore’s status as a garden city.
Beyond these batik accents, our aesthetically
pleasing and forward-thinking cabin designs are a
delight to the eyes.
28. •Smell
• Our unique signature scent, Batik Flora, includes
floral notes from six flowers in our Batik Motif
design - Aquatic Ginger, Common Dianella,
Seashore Purslane, Simpoh Lak, Utania
Nervosa, and White Kopsia. A smoothing aroma
that allows you to reminisce every pleasant
moment of your journey.
29. •Sound
• Presenting to you the Sound of Singapore
Airlines - a collaboration with award-winning
composer, Rohan De Livera, and world-class
Budapest Symphonic Orchestra. Our sonic
signature draws inspiration from the ten Batik
Motif flowers to create into a melodic
symphony, accentuating the familiar warm
welcome that puts you at ease.
30. •Taste
• Indulge in the unique flavours of local and
international culture with our diverse dining
options. Look forward to an array of
tantalizing dishes, specially created by our
team of celebrated chefs in the International
Culinary Panel.
31. •Arts
• Singapore Chinese Orchestra
• Singapore Dance Theatre
• Singapore Lyric Opera
• Singapore Symphony Orchestra
• National Arts Council
• Highlights from Musée d’Orsay: Dreams and Reality, National Museum of Singapore (2012)
• Arts Exhibition Australia (official airline since 1988)
• West Australian Ballet, Australia (since 1972)
• Western Australian Museum
