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Singapore Airlines Hopes You Won't Be Able to Tell You're in an Airport Lounge

Where: Singapore
December 27, 2013 at 9:16 AM | by | ()

Singapore Airlines is consistently ranked tops for luxury when it comes to their planes, service, and even their airport lounges. After this summer's announcement of a major update for seats in all cabins, it was only a matter of time until the carrier announced plans to similarly freshen up the environment of the lounges.

SIA unveiled the new concept for their airport oases at Sydney International. Tucked behind a customized batik screen and designed by ONG&ONG, the SilverKris lounge is modeled to convey a sense of "home away from home" with living room, kitchen, and dining room areas.

The living room sports our favorite new detail: chairs named "productivity pods," each resembling the sleek design of the newest quilted leather First Class seats being introduced now to international long-haul flights. Speaking of, if you're holding a ticket for First Class for Suites, you'll find that the lounge is set up with a separate living room just for you. (pictured below)

The kitchen will be serving up a menu that pays homage to one thing Singapore is known for as a destination: the food. Following a theme of the "Taste of Singapore," passengers can grab a bowl of spicy laksa or a plate of mee siam before flying. Alongside the upscale street food flavors will be other international fare and a selection of premium wines and spirits.

This is only the first step in a $100 million upgrade to the airline's lounges across the world. All up, 15 lounges will see the new design where passengers can get comfy before being setting out on their journeys.

[Photos: Singapore Airlines]

Archived Comments:

A Catch Up With Competitors Lounge Offering

It appears that Singapore Airlines is falling significantly behind with its mindset of the new traveller's. This is illustrated by the stubborn approach to their thinking that traveller's will folk out more premium to fly with them when reality is that corporates are tightening their belt on expensive premium cabins when competitors are offering an equally and higher service levels at cheaper (affordable) pricing. The new lounge concept is nothing new but a catch up with its competitors. For myself, I prefer the Cathay Pacific's lounge concept than what Singapore Airlines has come up with which is essentially a "copy-cat" to its competitors. I'm not convinced on SQ's approach. What SQ needs to focus on is making their pricing affordable to match competitors pricing strategy or otherwise, they risk of losing more market share to Gulf carriers on longhaul European flights and LCCs in the regional markets. SQ, time to buckle up and get in with reality!

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