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Singapore Airlines’ new cabin products debut on London route

October 1, 2013 Aviation No Comments Email Email

Customers flying between Singapore and London became the first to experience Singapore Airlines’ next generation of cabin products[1], with the entry into service on Friday 27 September of the first aircraft equipped with the new seats and in-flight entertainment system.

The new products, which are set to be the industry benchmark for premium air travel, are being introduced on an initial eight Boeing 777-300ER aircraft, the first of which was recently delivered by Boeing. The aircraft entered service on flight SQ318, which departed for London at 12:45hrs on Friday, and will operate selected flights between Singapore and London through the month of October. Flight frequency will be gradually increased as more aircraft enter service, with daily operations from late October.

Nearly $150 million is being invested in the new products on the initial eight B777-300ERs. The aircraft feature the world’s most advanced in-flight entertainment system, with larger screens and touch-screen handsets, as well as more spacious and comfortable seats in First, Business and Economy classes.

This entry into service is the outcome of several years of product development, reaffirming Singapore Airlines’ commitment to product innovation and leadership.

First Class

Singapore Airlines’ new First Class seat offers customers enhanced comfort in their own personal sanctuary. Each seat features a new fixed-back shell design with curved side panels for added privacy. At 35 inches in width and with an increased bed length from 80 to 82 inches, it is one of the most spacious First Class products in the sky.

Description: First Class3 (low res)

An ergonomically sculpted cushion, additional mattress layer and adjustable padded headrest have been introduced for greater seating and sleeping comfort.
 In line with our renowned customer service philosophy, more thoughtful and intimate touches have been introduced. For example, a new passenger control unit provides customers easier access to turn off their in-flight entertainment monitor, and allows for cabin crew to do so without disturbing customers when they are resting.

Complementing the experience is a new state-of-the-art in-flight entertainment system. First Class customers can enjoy the new KrisWorld on a sleek 24-inch LCD screen, with video touch-screen handsets.

To ensure that personal devices are within easy reach, iPod and USB ports are discreetly located by the side of the seat. HDMI ports have also been added to enable customers to useKrisWorld as their own personal media player.

Business Class
 Set in a warm and inviting cabin, the new Business Class seat blends modern sophistication with functionality.

Seats now offer greater recline at 132 degrees and feature an improved ergonomic seat cushion. When converted, it becomes the industry’s widest full-flat bed, at 78 inches in length. The seat also features a padded headboard cushion for enhanced comfort.

In addition, the new Business Class seat boasts two new seating positions – ‘Lazy Z’ and ‘Sundeck’. These additional lounging positions provide even greater flexibility for customers to choose their preferred ways to work or relax.

Taking into account customer feedback for increased stowage space, there is now a place to stow a laptop computer, as well as amenity stowage areas on the side console and beside the monitor.

Other enhanced features include an 18-inch LCD screen and video touch-screen handset for customers to enjoy the next generation KrisWorld, as well as an all-in-one business panel with in-seat power supply, USB, iPod and HDMI ports. Like the new First Class seat, the new Business Class seat boasts a floodlight reading light and LCD monitor on/off switch for added convenience.

Economy Class


Through the use of innovative design and materials, the new Singapore Airlines Economy Class seat provides additional comfort, with increased personal space and legroom. Each seat, which features a refreshed contemporary fabric design, comes with new backrest seat cushions with side bolsters for enhanced back support. An ergonomically sculpted headrest cushion, with an increased range of height adjustments, offers more neck support.

Customers can enjoy the new KrisWorld in-flight entertainment experience on a larger 11.1-inch monitor, featuring a unique touch-screen graphical user interface (GUI) accompanied by a video touch-screen handset. 

Annex B

Singapore-London-Singapore Flight Schedule for New B777-300ER (subject to change) 

Date:  Northern Summer (Current – 26 October 2013) Flight
1/3/5/7 October 2013 (Tuesday/Thursday/Saturday/Monday) SQ306/319
12 – 26 October 2013 (Monday – Thursday, Saturday)* SQ306/319
*Friday/Sunday departures operated by Airbus A380 from 4 – 25 October
Date:  Northern Winter (27 October 2013 – 29 March 2014) Flight
Daily Operation (except 23 – 29 December 2013, 4 – 5 January 2014) SQ308/319


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