Singapore Airlines (SIA) has unveiled a series of enhancements to its end-to-end travel experience, bringing together new cabin products, inflight entertainment (IFE), dining and amenities with upgraded lounges and ground services.
Announced at an event in Singapore, the programme is designed to offer passengers greater comfort, choice and convenience throughout their journeys.
The centrepiece is an investment of more than S$2 billion (approx £1.2 billion) in next-generation First Class, Business Class, Premium Economy and Economy Class cabin products. These will be progressively introduced from the second half of 2027 across 41 retrofitted Airbus A350-900 long-haul and A350-900 ultra-long-range (ULR) aircraft, as well as new Boeing 777-9 aircraft.
The designs were developed following customer research, with a focus on comfort, privacy, functionality and adaptable spaces. SIA worked with international design firms PriestmanGoode, Designworks and Factorydesign, alongside seat manufacturers Collins Aerospace and RECARO Aircraft Seating.
The Boeing 777-9 aircraft will feature all four new cabin products, while the retrofitted A350-900 long-haul and ULR aircraft will receive the new Business Class seats. First Class will also be introduced on the A350-900ULR for the first time.
The airline is also introducing a next-generation KrisWorld IFE, featuring 4K touchscreens, OLED displays on selected aircraft, spatial audio, Bluetooth headphone pairing and a redesigned user interface. The system will offer more than 2,500 entertainment options, alongside wellness and personalisation features.
High-speed internet connectivity via Starlink will also be available on equipped aircraft, allowing passengers to stream content, work and stay connected using their personal devices.
Inflight dining will see more than 100 new and refreshed appetisers, main courses and desserts introduced across all cabin classes, alongside an expanded selection of wines and spirits. Custom-designed Christofle serviceware will be introduced in Suites, First Class and Business Class, with selected dishes in Suites and First Class also receiving distinctive presentation touches.
New amenities will be rolled out across the cabins, including amenity kits featuring products from SISLEY in Suites and First Class, BYREDO in Business Class, and INK & WATER in Premium Economy. Economy Class passengers will receive a specially designed collectible pouch containing travel essentials.
New 100% cotton sleeper suits will be provided to Suites and First Class passengers, while the amenity will be introduced in Business Class for the first time.
Beyond the aircraft, SIA has invested more than S$130 million in renovating, refreshing and expanding its SilverKris lounges worldwide, including at Singapore Changi Airport. The upgrades will provide additional seating, dining, working and rest spaces.
The airline is also enhancing its ground services at Changi for Suites and First Class passengers, with priority immigration and security clearance, alongside a dedicated concierge service offering meet-and-greet assistance and buggy transfers between selected airport locations, where available.
Goh Choon Phong, Chief Executive Officer of Singapore Airlines, said: “This launch marks another major milestone in Singapore Airlines’ unwavering commitment to elevating the end-to-end travel experience. 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.”
