Singapore Airlines’ New Premium Economy Class Was Worth the Wait
Photo Credit: Singapore Airlines' new Premium Economy seating Singapore Airlines
Skift Take
After seeing the product first hand, we can say that in this case pictures paint insufficient words. We could write many more, but to keep it simple: The perks and extras are bound to encourage plenty of repeat customers.
It’s always good to be first, except when it’s not.
Singapore Airlines has innovated a number of product offerings and been the launch customer for cutting-edge aircraft in the past, but it has recently contended with rivals' new cabin launches, waiting on the wings to decide what to do about its fourth cabin class.
The airline’s delay has raised questions, even gathered criticism, but it was clear from the reveal event in Singapore of the airline's new Premium Economy product that, for passengers, the final result is well worth the wait.
For Singapore Airlines, taking its time to observe the market, to plan the cabin product carefully, rather than reacting precipitously to competition was a strategic decision, although it has taken a lot of heat for its deliberative move. In fact, while its Economy class was top of class in Skift's recent rankings, its Premium Economy class didn't make the cut at all.
As Singapore Airlines Executive Vice President Commercial, Mak S
