Tag: Singapore Airlines

Singapore – Singapore Airlines has forged a partnership with OpenAI to develop GenAI solutions enhancing its operations and customer experience. The partnership aims to streamline the airline’s processes and improve staff productivity.

Through the partnership, SIA will have new tools augmenting its customer servicing capabilities, able to interpret text, audio, diagrams, and videos.

Building on SIA’s current AI features on its website, OpenAI will help improve its virtual assistant. The enhanced AI assistant will offer more intuitive experiences for customers planning their trips.

The virtual assistant is set to deliver personalised support for booking and managing destinations and travel processes by expanding self-service capabilities. It aims to provide a more cohesive experience for customers to boost engagement with SIA.

Meanwhile, SIA’s staff will also benefit from the automation of operational tasks. Through the OpenAI tool, the staff can access and process information more quickly, enabling better decision-making and problem-solving.

Additionally, SIA will be integrating OpenAI’s model with its existing tools to assist in flight crew scheduling, considering regulations and manpower availability.

George Wang, senior vice president information technology at Singapore Airlines, said, “This collaboration with OpenAI exemplifies Singapore Airlines’ commitment to digital innovation and leadership in the airline industry. By harnessing cutting-edge AI solutions, we will enhance operational efficiency and staff productivity, and elevate the end-to-end customer experience, helping the SIA Group retain its industry-leadership position.”

“Singapore Airlines has long been known for its leadership in innovation and service. We are excited to work with SIA and explore how advanced AI can enhance the travel experience, empower employees, and optimise complex operations,” Oliver Jay, managing director, international at OpenAI, said.

Singapore – Salesforce, a customer relationship management company, has pledged a five-year US$1b investment in Singapore, solidifying its commitment to the innovation of a significant growth market for the company. It is investing in the digital labour platform Agentforce for workforce development and customer success.

As Salesforce boosts Agentforce’s adoption, the company has collaborated with Singapore Airlines (SIA) to incorporate the platform into its customer case management system. The partnership allows the airline to deliver personalised services to its customers.

Additionally, SIA and Salesforce are planning to develop AI-powered solutions for airlines to benefit the entire industry. 

Supporting Singapore’s ‘National AI Strategy 2.0,’ the investment aims to address the challenges to Singapore’s labour force stemming from an ageing population and declining birth rates. Through the investment, Singapore enterprises can leverage Agentforce to build digital workforces and increase productivity.

Jermaine Loy, managing director of the Singapore Economic Development Board, said, “Singapore welcomes Salesforce’s investment, which will boost our ongoing efforts to build a vibrant hub for AI innovation and adoption across our economy. Salesforce’s initiatives in AI research and workforce development will strengthen our ecosystem by catalysing innovation for key industries and corporates based in Singapore.”

“We are in an incredible new era of digital labour where every business will be transformed by autonomous agents that augment the work of humans, revolutionizing productivity and enabling every company to scale without limits,” Marc Benioff, chair and CEO of Salesforce, said.

“Singapore is at the forefront of this shift, and as the world’s largest provider of digital labour through our Agentforce platform, Salesforce is thrilled to expand our work with the business community and our longtime partners in the region to drive innovation, productivity and growth,” Benioff added.

Agentforce, a Salesforce platform released in 2024, is designed to create autonomous artificial intelligence agents to boost companies’ efficiency.

Using Agentforce, SIA will streamline customer service operations, leveraging Salesforce’s ‘Data Cloud’ and generative AI within ‘Einstein’ for personalised interactions and faster response times.

Goh Choon Phong, CEO of Singapore Airlines, said, “As the world’s leading digital airline, Singapore Airlines is committed to investing in and leveraging the relevant technologies to enhance customer experiences, improve operational efficiencies, drive revenue generation, and boost employee productivity. The SIA Group has been an early adopter of Generative AI solutions, developing over 250 use cases over the last 18 months and implementing around 50 initiatives across our end-to-end operations.”

“Salesforce is a pioneer in agentic AI. Integrating Agentforce, Einstein in Service Cloud, and Data Cloud into SIA’s customer case management system enhances our ability to efficiently assist our customers, and marks the first step in our collaboration. Together, we will co-create AI solutions that drive meaningful and impactful change and set new standards for service excellence in the airline industry,” Phong added.

“The rise of digital labour, powered by autonomous AI agents, is not just reimagining the customer experience ‌ — ‌ it’s transforming business. We’re thrilled to partner with Singapore Airlines, a trailblazer in this AI revolution, to elevate their already outstanding customer service to unprecedented heights, augment their employees and collaborate on groundbreaking AI solutions for the airline industry. With our deeply unified digital labour platform, we’re bringing humans together with trusted, autonomous AI agents, unlocking new levels of productivity, innovation and growth,” Benioff commented.

Singapore – Scoot, a low-cost airline under Singapore Airlines, has launched Lunar New Year couplets in honour of culture and tradition. The couplet designs, made in collaboration with SPH Media, aim to resonate with audiences as it reinforces Scoot’s brand identity.

Transforming the traditional couplets for the festive season, Scoot and SPH Media integrated wordplay into the designs for a brand experience.

The couplets bear the messages “Soar on blessings from East to West” and “Land with happiness from North to South,” signifying travel experiences from the airline.

Additionally, each couplet integrated Scoot’s Chinese name as the first character written on it, creatively amplifying the brand.

Transcending tradition, Scoot also released WhatsApp stickers and social media campaigns. Leveraging SPH Media’s reach, Scoot featured its couplets in print, digital, and social platforms to engage audiences.

Kuek Yu Chuang, deputy chief executive officer at SPH Media, said, “We are thrilled to collaborate with an innovative partner such as Scoot to explore creative and impactful solutions to engage our audience. This partnership has allowed us to deliver an integrated solution that harnessed SPH Media’s creative expertise and extensive network to bring Scoot’s festive message to life effectively.”

“We are delighted to work with SPH Media on blending tradition and innovation with a travel-inspired twist, allowing us to bring festive joy across the community and digital spaces locally and around the region. Together, we’ve started 2025 in a meaningful and memorable way,” Agatha Yap, director of marketing communications and loyalty at Scoot, commented.

Singapore – Formula 1 has announced that Singapore Airlines will continue as the Title Sponsor of the Singapore Grand Prix for a further four years through the 2028 season. For this year’s race, the Singapore GP race will take place at the Marina Bay Street Circuit on October 3-5.

Through the sponsorship extension, the race will continue to be officially known as the ‘Formula 1 Singapore Airlines Singpore Grand Prix’ until 2028 inclusive.

It is worth noting that the airline has held the role for 11 years, since 2014, with six different drivers, from four different teams, taking the chequered flag under the lights of the Marina Bay Street Circuit in that time.

Lee Lik Hsin, chief commercial officer at Singapore Airlines, said, “The Singapore Grand Prix is an important event in Singapore’s sporting and tourism calendar. It has become iconic, not just for showcasing our beautiful skyline, but also for highlighting Singapore’s position as a key global hub. This extension underscores Singapore Airlines’ long-standing commitment to supporting the development of sports and tourism in Singapore.”

Meanwhile, Emily Prazer, chief commercial officer at Formula 1, commented, “We are delighted that Singapore Airlines will continue as the Title Sponsor of the Formula 1 Singapore Airlines Singapore Grand Prix. Singapore has become one of the most revered Grands Prix on the calendar, and it is through the hard work and dedication of partners such as Singapore Airlines that we can continue to deliver such a strong event. We look forward to continuing to work with them to further elevate this event for years to come.”

The sponsorship extension comes at a time when Formula 1 is seeing continued popularity amongst fans in Asia-Pacific. In 2023, data from YouGov have highlighted that one in three Singaporeans are fan of the sport. In 2024, Agoda noted an influx of travellers in Southeast Asia travelling to Singapore for the first time to watch that year’s Singapore GP, with Indonesians leading the list.

Moreover, there have been continued global partnerships to not just Formula 1 itself but also to the racing teams competing for the sport, with adidas recently announcing a partnership with the Mercedes Formula 1 team. Other notable brand partnerships in recent months include with LVMH, KitKat, and Lego.

Singapore – Following the conclusion of the Formula 1 Singapore Airlines Singapore Grand Prix weekend–brands McLaren, Ferrari, and Red Bull emerge as the standout teams in the conversation, according to data from Meltwater. It has also highlighted the influence of K-pop is also evident, showcasing its growing role in attracting new fans and enhancing the event’s global appeal.

McLaren topped the charts in overall F1 team’s popularity with 91,900 mentions, buoyed by Lando Norris’ stellar victory, which closed the gap to championship leader Max Verstappen. Ferrari and Red Bull followed closely with 84,900 and 83,900 mentions respectively, as global conversations swirled around the race’s exciting developments. 

Adding to the buzz was the announcement of Will Courtenay, Red Bull’s head of race strategy, switching to join McLaren as sporting director – an event that sparked significant online speculation.

Beyond the thrilling motorsport action, Formula 1 has firmly established itself as a premier entertainment event, with a strong focus on high-profile musical performances. This year’s Singapore entertainment lineup outshone all other factors like security, merchandise, F&B and more, with mentions skyrocketing from a daily average of 1,070 to 116,000 on September 21, a staggering 140 times increase on the social media platform X.

Driving this surge in engagement was BabyMonster’s historic Formula 1 debut, marking the first appearance of a Korean girl group at the event. Their performance generated significantly more buzz than other headliners, including Kylie Minogue and OneRepublic, and the hashtag #BabyMonster appeared in 112,000 mentions. 

The overwhelming fan response highlights BabyMonster’s rising global popularity and solidifies their place as a major force in the entertainment world, making their appearance a standout moment at the Grand Prix.

Lastly, prior to the event, Pirelli emerged as the global leader leading up to the race, achieving an impressive 80 million reach and over 957,000 engagement across digital platforms. However, during the Formula 1 Singapore Grand Prix weekend, Singapore Airlines soared to the top, commanding a 54.1% share of voice.

This spike in visibility was largely driven by Singapore Airlines’ role as the event’s title sponsor, but also by a post from popular Korean celebrity Choi Si-won, a member of the K-pop group Super Junior. Si-won shared his excitement about attending the Grand Prix and tagged Singapore Airlines, generating significant engagement across multiple platforms and contributing to the sponsor’s strong showing. Other celebrities who made their appearance at the event included actors Simu Liu and Manny Jacinto.

Mimrah Mahmood, vice president for enterprise (APAC) and partner at Meltwater Asia-Pacific, said, “F1 has been strategically expanding its appeal to a broader audience, notably through their Netflix documentary Formula 1: Drive to Survive, and we see their efforts paying off. F1 has entered mainstream popularity and it’s no longer just for motorsport enthusiasts. The surge in excitement for race weekend marks F1 as a contemporary cultural touchpoint. Teams and sponsors are leveraging this momentum, driving engagement and increasing their digital footprint across new demographic segments.”

He added, “Notably, we are starting to see non-F1 related brands jumping into the conversation and developing campaigns around the race weekend, such as Singapore Sports Hub’s Groovedriver Festival. Brands are creatively tapping into the growing excitement surrounding F1, and we can expect to see more trendjacking around this local moment in years to come.”

Singapore – Singapore Airlines has emerged as the leader in market research firm YouGov’s ‘Recommend Rankings 2024’ in Singapore, achieving a score of 85.0.

On the other hand, YouGov’s data also highlights the ten most improved brands over the past year, with Singtel Broadband ranking first in Singapore.

Despite facing controversy over a turbulent flight this year, Singapore Airlines has upheld its position as the most recommended brand among customers in Singapore.

Alongside Singapore Airlines, Emirates secures second place with a score of 84.5, followed by Japanese fashion retail chain Uniqlo in third with 83.3. Apple and its smartphone brand iPhone are positioned fourth (80.8) and seventh (78.6), respectively. Nike holds the fifth spot (79.7), closely followed by Adidas in sixth (79.1).

The rankings are based on YouGov Brand Index’s positive ‘Recommend’ score, which measures the percentage of a brand’s customers who would recommend it to a friend or colleague.

In terms of brand improvement, Singtel Broadband has shown the most significant improvement, with a score change from 39.5 to 45.3, followed closely by Food Republic with an improvement of +5.8.

Head & Shoulders and Food Junction rank third (change in score of +5.4) and fourth (+5.3) among improvers, with M1 Mobile (5.2), CNN (5.2), Shokubutsu (5.1), Coffee Bean & Tea Leaf (5.1), J&T Express (5.0), and Airbnb (4.9) also making significant strides in Singapore.

Singapore – The Competition and Consumer Commission of Singapore (CCCS) has granted conditional approval of the proposed commercial cooperation after accepting commitments from Singapore Airlines (SIA) and Garuda Indonesia. It is worth noting that the partnership was already in plan back in 2023 and an MoU back in 2021.

According to CCCS, the parties submitted that the proposed cooperation between SIA and Garuda will lead to enhanced air travel product for Singapore to Indonesia services, as well as expanded virtual networks of the airlines, thereby providing an increased number of service offerings to passengers;

Moreover, the partnership aims to promote more competitive fares; have significant benefits to corporate account customersm create benefits for members of both airlines’ Frequent Flyer Programme; as well as improved connectivity for both Singapore and Indonesia, with consequential benefits to both countries’ aviation industry and tourism.

Part of the approval process was how CCCS conducted a market testing exercise from 13 to 26 June to assess whether the proposed commitments would sufficiently address the competition concerns arising from the proposed cooperation. Most relevant stakeholders did not raise any concerns with the proposed commitments.

Alvin Koh, chief executive at CCCS said, “Airline alliances are an important part of the aviation industry bringing significant benefits to the Singapore economy as well as overseas markets. We look forward to working closely with our businesses and stakeholders to deliver positive, prompt and impactful outcomes that matter. Full cooperation from businesses throughout the process, providing complete, concise and relevant information will facilitate the timely completion of CCCS’s review.”

Singapore – Travelling with Singapore Airlines (SIA) has seen a slump a week following a turbulence incident from one of its flights that resulted in the death of one passenger and seven critically injured. However, despite this, the airline remains on top of most considered airlines as of the end of May–according to the latest survey from YouGov.

The data from YouGov BrandIndex indicates that news of the recent accident has spread widely in Singapore. The carrier’s Buzz score (which measures whether consumers have heard more positive or negative things about a brand in the past two weeks) plunged over 35 points from 54.7 on May 21 to 19.2 by May 31 – finishing 18 points lower than at the start of the month. 

Meanwhile, its WOM Exposure score (which measures whether consumers have recently talked about the brand with their family and friends) spiked almost 14 points since the accident – from 42.7 on May 21 to 56.5 by May 31 – suggesting consumers are not just noticing the news but also discussing it.

Moreover, SIA’s service quality and corporate reputation, however, saw only slight dips in the immediate aftermath of the accident. Consumer perceptions of the airline’s Quality dropped about four points one week on – from 69.3 on May 21 to 65.4 by May 31 – and remains almost three points higher than on May 1 (62.5). Likewise, the airline’s Reputation score (which measures whether residents would be proud or embarrassed to work for the brand) shaved 2.3 points over the same period – from 66.9 on May 21 to 64.6 by May 31 – to finish close to six points higher than on May 1 (58.9).

In contrast, consideration of SIA as a potential travel provider has taken a noticeable hit. Its Consideration score (which measures the percentage of consumers who would consider flying with the airline on their next trip) lost almost 15 points following SQ321’s mishap – falling from 68.0 on May 21 to 53.3 by May 29 – but appears to have started to on an upward trend thereafter to reach 55.9 by the end of May. 

Nonetheless, despite the significant fall in consumer who would consider booking their next flight with SIA, the flag carrier remains by far the most considered airline among consumers in Singapore.

The incident involved the Singapore Airlines Flight 321 flying from London to Singapore on May 20 and experienced turbulence, forcing the airplane–a Boeing 777-300ER–to divert to Suvarnabhumi International Airport in Bangkok.

Following the incident, Singapore Airlines chief executive officer Goh Choon Phong has apologised for the incident, adding, “We are very sorry for the traumatic experience that everyone on board SQ321 went through.”

Moreover, Prime Minister Lawrence Wong has promised a “thorough investigation” into the incident that left one person dead and dozens others hurt, with Singapore’s transport ministry having deployed investigators to Bangkok, where the Singapore-bound flight from London made an emergency landing.

Singapore – Following the successful launch of Singapore Airlines’ global brand campaign ‘Welcome to World Class’ in January 2023, the airline now follows up with a campaign film capturing the emotions and moments at 30,000 ft.

The film follows Berlin-based travel photographer Julia Nimke, as she challenges herself to shoot, curate, and edit her very own photography exhibit pieces on her flight with Singapore Airlines. 

In the film, she performs this feat with ease, being made possible by the experience onboard Singapore Airlines such with its in-flight service, curated in-flight menu, comfortable seats and spacious cabins, as well as unlimited complimentary Wi-Fi across all cabin classes.

Nimke’s photographs capture the raw and authentic moments of being in the air, such as a unique composition of a selfie using a mirror built into SIA’s Business Class seats, the way the light hits the spacious cabin basking one in a glow of light, or the moment a cabin crew delicately plates a dish like her own canvas.

These photographs were then displayed at the Leica Gallerie, located at Raffles Hotel, for a private exhibition.

Talking about the campaign, Loo Yong Ping, deputy executive creative director at TBWA\Singapore, said, “Julia was a dream to work with. Her unique ability to capture natural, un-staged moments and use the available light and space at her disposal, and still create these beautiful images were really inspiring.”

Meanwhile, Jacky Lee, director at Smallshop, commented, “Shooting on a flight has its logistical challenges. You must work with the environment you have, all while keeping things discreet, as there are other passengers too. We’re glad that the film came out beautifully, all thanks to Julia’s unique eye.”

Singapore – To celebrate the milestone of its 25th anniversary of KrisFlyer, Singapore Airlines’ lifestyle rewards programme, the airline has launched a film campaign that perfectly demonstrates how the programme empowers its members towards memorable and meaningful experiences.

Made with TBWA\Singapore and Cutscene, this heartwarming 1 minute film follows the journey of a young girl, who fearlessly steps through life’s different doors as she navigates diverse experiences, while capturing a snapshot of rewards offered by KrisFlyer.

With the girl going through various memorable experiences in her life that reflects her growth such as her first plane ride, to exploring new styles and places, the film narrative showcases how each scene transforms each moment into a memory reflecting how the brand has grown alongside her.

Moreover, this film serves as a tribute to KrisFlyer’s evolution from a frequent flyer programme to a lifestyle rewards programme, and a steadfast companion for many. Since 1999, KrisFlyer has been uniquely associated with travel and experiences. Today, it has been seamlessly integrated into everyday life, enhancing experiences beyond the skies, rewarding members for being explorers, and truly making every experience miles better.

Talking about the film, Loo Yong Ping, deputy executive creative director of TBWA\Singapore, said, “More than a film, our goal was to capture KrisFlyer’s evolution through the lens of the little girl and her dad. This is undeniably a milestone worth celebrating.”