40 Years in Chinese Mainland, Trailblazing Innovation: An Exclusive Interview with Singapore Airlines on Continuous Excellence

Q: Singapore Airlines is renowned for its innovative cabin experiences, such as pioneering free in-flight Wi-Fi and upgraded Business Class seats. Looking ahead, which technological innovations or service concepts do you believe hold the most promise for enhancing the overall 'journey happiness' of travelers from 'travel' to 'arrival' in the next 3 to 5 years? What plans can Singapore Airlines share in this regard for the Chinese market?

新航以其创新的客舱体验闻名（例如率先提供免费机上Wi-Fi、升级商务舱座椅等）。在您看来，未来三到五年，为了提升旅客从‘出行’到‘抵达’的整体‘旅程幸福感’，哪些科技创新或服务理念最值得期待？新航在这方面有哪些可以分享的计划？

A: Singapore Airlines is globally recognized for our innovation and service philosophy. In the Chinese Mainland market, we adhere to the principle of 'Innovating with Heart, Serving China,' continuously refining our services to deliver exceptional experiences. For instance, in November 2024, we announced a S$1.1 billion investment to install all-new long-haul cabin products across 41 Airbus A350-900 long-haul and ultra-long-range (ULR) aircrafts, redefining the premium travel experience on our network. This multi-year project will introduce a new generation of Business Class seats featuring groundbreaking designs for enhanced privacy, comfort, and convenience. Furthermore, in April of this year, we unveiled a S$45 million plan to transform both the SilverKris and KrisFlyer Gold lounges at Singapore Changi Airport's Terminal 2 over the next two years, elevating our ground experience at our key hub.

You will see these enhancements in the coming months. We are committed to deploying our newest aircraft and best products for the Chinese market, all to serve our highly supportive customers here.

新航一直以创新和服务理念闻名于世。对于中国内地市场，我们秉持"用心创新，服务中国"的理念，不断优化服务，以期为乘客带来卓越体验。例如，在2024年11月，我们宣布斥资11亿新元，在未来几年内对41架空客A350-900远程及超远程飞机的客舱进行焕新。该项目将推出采用突破性创新设计的新一代商务舱座椅，为旅客打造更高品质的私密性、舒适体验与便捷性。此外，在今年4月，我们还宣布了一项耗资4500万新元的投资计划，将在未来两年内对位于新加坡樟宜机场二号航站楼的银刃贵宾休息室及金卡贵宾休息室进行升级改造，以提升我们在主要枢纽的地面服务体验。

您在未来的几个月内就会看到这些进展。我们致力于确保为中国内地市场配置最新的机型和最优质的客舱产品，以回馈一直大力支持我们的乘客。

Q: We've noticed Singapore Airlines offers highly localized services for different markets, such as special meal options. For the sizable Chinese market, beyond culinary offerings, what other behind-the-scenes efforts has Singapore Airlines made to understand and cater to the unique preferences and habits of Chinese travelers, especially the younger generation, creating personalized experiences that feel both 'like home' and full of pleasant surprises?

我们注意到新航为不同市场的旅客提供了高度本地化的服务，比如特定的餐食选择。对于庞大的中国市场，除了美食，新航还做了哪些'看不见的努力'来理解并满足中国旅客（尤其是年轻一代旅行者）独特的喜好和习惯，为他们创造'宾至如归'又充满惊喜的个性化体验？

A: Our efforts are multifaceted. On the culinary front, we have long explored local flavors. We introduced the acclaimed 'Book the Cook' service and launched our 'Shi Quan Shi Mei' Chinese feast for First Class in 2005, followed by 'Shi Quan Wei Mei' for Business Class in 2018. Since 2009, renowned Chinese Chef Zhu Jun has been part of our International Culinary Panel, continually innovating our in-flight dining. Beyond food, we actively engage on Chinese social media platforms to enhance service accessibility. Our WeChat Mini Program celebrated its 5th anniversary this year. Coinciding with our 40th anniversary of serving Chinese mainland , we launched an official account on the popular platform Xiaohongshu this April, offering travel inspiration and exclusive updates to our followers.

我们的努力是多方面的。在餐食方面，我们长期探索本地风味，推出了备受赞誉的"名厨有约"服务，并于2005年在头等舱推出"食全时美"中式盛宴，随后于2018年面向商务舱旅客推出"食全味美"系列。自2009年起，中国名厨朱俊先生加入新航国际烹饪顾问团，不断革新机上餐食。除了美食，我们还积极在中文社交媒体平台与旅客互动，提升服务便捷性。我们的微信小程序今年迎来了五周年。同时，作为服务中国内地40周年庆典的一部分，我们于今年4月在广受欢迎的小红书平台开设了官方账号，为粉丝提供旅行灵感和独家资讯。

Q: Singapore Airlines has consistently received awards from City Travelers. What is the secret to sustaining this excellence? In your view, what are the core competencies that continuously earn recognition from Chinese premium travelers, and which constant commitments and evolving innovations jointly achieve this?

新航在我们的评选中一直是标杆式的存在。在您看来，能够持续获得中国高端旅行者认可，其中最核心的竞争力是什么？是哪些'不变'的坚持和'求变'的创新共同造就了这一点？

A: Thank you. Our global operations are anchored by three pillars: Service Excellence, where we ensure our service aligns with our brand promise; Product Leadership and Innovation, where we invest to stay ahead; and Network Connectivity. 40 years ago, we launched the first round-trip passenger flight services between Singapore, Shanghai, and Beijing, operating twice a week, which marked the beginning of service to and from the Chinese Mainland. Today, we serve seven cities via eight airports – Beijing (Capital & Daxing), Shanghai (Pudong), Guangzhou, Shenzhen, Chengdu (Tianfu), Chongqing, and Xiamen – with over 100 weekly flights to Singapore. Through the SIA Group, we connect passengers to nearly 120 destinations beyond Singapore. This expansion and our ongoing product investments demonstrate our responsiveness to Chinese travelers' needs.

谢谢。我们的全球运营立足于三大支柱：卓越的服务，确保服务符合品牌承诺；优质的产品，通过不断焕新升级保持前沿地位；以及便捷的网络。四十年前，我们开通每周2班新加坡—上海—北京往返航线，拉开与中国内地通航的序幕。如今，我们通过八个机场服务七个城市——北京（首都和大兴）、上海（浦东）、广州、深圳、成都（天府）、重庆和厦门——每周有超过100个航班往返于新加坡与中国内地。通过新航集团，我们将乘客连接到新加坡及全球的120多个目的地。这种网络扩展和持续的产品焕新升级体现了我们对中国旅客需求的积极响应。

Q: So, which of these are the unchanged pillars?

那么，其中哪些是'不变'的支柱呢？

A: These three pillars have remained constant. No matter how we customize or adapt to local markets, these three principles remain our guiding stars.

我们对于品牌承诺的三大支柱始终不变。无论我们如何进行本地化定制或适应市场，这三项原则始终是我们所坚守的。

Q: What new products and experiences will Singapore Airlines introduce to the China market in the coming years?

展望未来，新航未来几年将为中国市场带来哪些新的产品和服务体验？

A: As mentioned earlier, our major S$1.1 billion investment in new long-haul cabin products is a global initiative that will also benefit routes to and from Chinese Mainland. Complementing this are our lounge upgrades. Over the past 40 years, we have consistently made meaningful enhancements in areas like food, service quality, and innovation, which we hope our customers appreciate. We are deeply thankful for their support, which has enabled us to add flights and continue our journey together.

如前所述，我们耗资11亿新元的远程及超远程客舱产品焕新是一项全球计划，往返中国内地的航线也将受益。与此相辅相成的是我们的贵宾休息室升级。在过去的40年里，我们在餐食、服务质量和创新等领域持续进行有意义的提升，我们希望这些努力能得到乘客的认可。我们衷心感谢他们的支持，这使我们能够增加航班，继续携手同行。