Categories: Special ReportAir Travel

Flights to Quality

The world’s airlines are rolling out new front-of-the-plane cabin designs to stake out the competitive edge
It was a typical November day in Singapore, sticky and on-and-off rainy. Inside the Suntec Singapore Convention center, hundreds of us in the world’s aviation press corps were queueing up alphabetically to receive our credentials. As more attendees poured in and journalist colleagues from around the globe greeted one another, the speculation – and the noise levels – rose.

We were all standing in line awaiting admission to what promised to be Singapore Airline’s big show – the unveiling of their newest product line aboard the latest delivery of the carrier’s flagship A380s. At the appointed time we were ushered into the main hall where a small stage stood in front of a massive backdrop. The giant screen came to life with an impressive video extolling the virtues of the airline, the aircraft and the new cabin interiors under the headline “Space Made Personal, Experience the Difference.”

Following some brief remarks by Singapore Airlines’ executive leadership, including CEO Goh Choon Phong, and an extensive Q&A exchange between the executives and the press, the moment had arrived. A chorus of Singapore Airlines employees took the stage with a Broadway-style musical number that heralded curtain rising on the carefully arranged cabin interiors displayed beyond.

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