Singapore Airlines’ big cabin upgrade is focused on the pointy end

Singapore Airlines has unveiled the long-awaited next-generation long-haul cabin products for its Airbus A350-900s and new Boeing 777-9s after years of research and development in an investment set to top $2.27 billion.

The new cabin products will be progressively introduced from the second half of 2027 on the airline’s 41 retrofitted A350-900 long-haul and A350-900 ultra-long-range aircraft and its new, delayed Boeing 777-9 fleet.

The 777-9s will feature the new First Class, Business Class, Premium Economy and Economy products, while the A350-900 long-haul and A350-900ULR will have the new Business Class, and First Class will be introduced on the A350-900ULR for the first time.

Melbourne and Sydney services will benefit from the new product, with those routes served by the A350-900 long-haul variant, while Perth services are operated by the airline’s A350-900 in medium-haul configuration which are not currently destined for upgrade.

Perth passengers connecting on the airline’s services from Singapore to points in Europe, the UK and South Africa, as well as the A350-900ULRs operating to the United States, will get to experience the new product in time, with the retrofit program set to continue through to 2030.

Profitable premium cabins are where airlines focus their innovation and investment, with SIA previously pioneering premium elements that have subsequently taken off in the industry, including the suites concept.

SIA’s new First Class cabin is designed as a “private and luxurious sanctuary”. Unlike the square box premium suites found on other airlines, SIA’s new First Class features curved sliding doors and walls, designed to provide privacy and more spaciousness. The seat, upholstered in Poltrona Frau leather features adjustment options, including electronically adjustable side wings, upper and lower lumbar support, armrests, leg rest and an ottoman.

Smart cabin controls integrated with myKrisWorld will retain a passengers’ preferred seat position and lighting settings for future journeys. Passengers will also enjoy an immersive entertainment experience featuring a 32-inch 4K touchscreen display with spatial audio.

Passengers travelling together in the centre seats will be able to open the privacy divider and create a spacious shared environment, with the seats forming a two-seat sofa or “the largest double bed in commercial aviation”, according to the airline, measuring 202cm in length and a combined width of 60 inches. Each First Class seat also allows face-to-face companion dining.

All the expected features are there, such as dedicated storage, a personal wardrobe, a clever cabin baggage compartment beneath the ottoman, plus a multitude of charging ports.

In Business Class, SIA has followed the industry trend with the addition of sliding privacy doors and an electronically adjustable centre divider. The seat features full-grain leather upholstery, enhanced ergonomics, redesigned seat controls and converts to a full-flat bed measuring 200cm in length and up to 60cm wide. Selected centre seats can be configured as companion beds.

SIA says the innovative design of the table allows it to be stowed at an angle, creating a “generously-sized footwell”, eliminating a bugbear for many passengers with the airline’s current business class where a narrow footwell requires passengers to lay at an angle. Smart cabin controls are also part of the new Business Class, allowing seating preferences to be retained.

Business Class passengers also benefit from multiple storage compartments, multiple charging solutions and will be entertained via a 4K high-resolution touchscreen of up to 59cm along with spatial audio.

The new Premium Economy seat for the 777-9s is designed with more personal space and comfort, with a 101cm seat pitch, full-grain premium upholstery, plush cushioning and adjustable foot and leg rests.

Dedicated personal storage space, a cocktail tray, an adjustable personal reading light, a holder for hands-free viewing on personal electronic devices and 4K high-resolution touchscreens up to 16 inches and spatial audio also feature.

The 777-9’s Economy Class will feature a new seat which SIA says is designed to enhance comfort, with ergonomic cushioning, improved shin and knee clearance thanks to a redesigned seat reclining mechanism, and an adjustable headrest. Charging options, 4K high-resolution touchscreens, spatial audio and Bluetooth audio pairing will keep passengers entertained through their journeys.

The new products follow years of research and development, with more than 5000 frequent flyers, staff and industry experts through focus groups, interviews, surveys and concept testing, which highlighted passengers’ expectations for greater privacy and comfort, intuitive functionality, flexibility and a more connected experience.

The new products have been received with mixed reviews, however. While the First Class design and brown palette appears to have been well received, the same can’t be said for Business Class.

Business Class seat functionality has largely received a positive response, but the colour scheme comprising a grey seat with yellow accents, reminiscent of SIA’s low-cost carrier Scoot; its resemblance to an automotive seat (it was designed by BMW Group company Designworks); and the lack of design features that make it unmistakingly SIA have attracted criticism.

And while the new Premium Economy seat looks plusher than its predecessor, upgrades at the back of the aircraft are a refresh rather than innovation. Commentators have also questioned the lack of unifying elements through the different cabins.

Lee Lik Hsin, chief commercial officer comments: “While each cabin has been designed individually, they are united by the same ambition to make the experience more comfortable, flexible and rewarding for our customers.”