News
Singapore Airlines unveiled its new-generation product, enhancing end-to-end travel experience
November 6th 2026
On November 6, 2026, Singapore Airlines (SIA) unveiled its new-generation cabin products. Read More » An investment of more than S$2 billion (US$1.56 billion) in SIA’s next-generation long-haul First Class, Business Class, Premium Economy Class, and Economy Class cabin products is the biggest in the carrier’s history, as it involves 72 aircraft and extends beyond seat development, Yeoh Phee Teik, Senior Vice President, Customer Experience at Singapore Airlines, told during a pre-event media briefing. In recent weeks, the Singaporean flag carrier has revealed key elements, including the KrisWorld in-flight entertainment system, enhanced in-flight dining and beverage offerings, new amenities across all cabin classes, and high-speed connectivity. Together with next-generation cabin products, upgraded lounges, and on-ground service enhancements, they mark the next chapter in the SIA travel experience, underscoring its long-standing commitment to continually elevate the end-to-end customer journey. “While each element has been individually enhanced, they have been thoughtfully designed to come together as one seamless journey, offering customers greater comfort, choice, and convenience from departure to arrival,” SIA said.
“This launch marks another major milestone in Singapore Airlines’ unwavering commitment to elevating the end-to-end travel experience. Our customers experience Singapore Airlines as one seamless journey, and this significant investment is designed to deliver greater comfort, choice, and convenience at every stage. This launch is not an endpoint, but another step in our continuous pursuit to earn and retain the trust and loyalty of our customers, and reinforce our leadership in the airline industry,” said Goh Choon Phong, CEO of Singapore Airlines.
The cornerstone of the elevated customer experience is an investment in SIA’s next-generation long-haul First Class, Business Class, Premium Economy Class, and Economy Class cabin products. SIA will progressively introduce these from the second half of 2027 on its 41 retrofitted Airbus A350-900 long-haul and A350-900 ultra-long-range (ULR) aircraft, and its all-new Boeing 777-9 aircraft.
To meet passengers’ expectations for the new product, SIA conducted extensive research and gathered insights through focus groups, interviews, surveys, and concept testing. The airline heard opinions from more than 5,000 frequent travelers and customers. The findings underscored the importance of comfort, privacy, intuitive functionality, and adaptable spaces for customers working, dining, or relaxing on board.
SIA developed the new cabin products in collaboration with leading international design firms: PriestmanGoode for First Class, Designworks for Business Class, and Factorydesign for Premium Economy Class and Economy Class. SIA worked closely with its manufacturing partners – Collins Aerospace for First Class, Premium Economy Class, and Economy Class seats, and RECARO Aircraft Seating for Business Class seats – to bring the designs to life.
In economy class, the respondents wanted more space. The airline responded by offering seats with increased Knee and shin clearance. SIA redesigned the storage to keep essentials better organized and within easy reach. The 4K screens with spatial audio will allow passengers to enjoy immersive entertainment.
The new premium economy seats will offer more legroom, deeper recline, adjustable leg rest, and footrest. They will be made with premium full-grain leather, with contoured cushioning and an adjustable headrest.
Business class seats, designed in collaboration with Design Words, a BMW Group Company, bring the automotive inspired design with slimmer side compartments, allowing to widen the seat itself. The business-class seats’ design language features guiding lines and surfaces, allowing passengers to instinctively access amenities. The dominant colors in the class are gray, associated with modernity, and yellow for energy, and blue for calm. The modern “space” element of the design is the satellite pattern visible in a cabin. For the first time in SIA’s history, business-class seats will come with sliding doors for privacy. The central divider between seats can be lowered to create two full flat beds for traveling couples.
The starting point for designing the new first-class seats was the passengers’ expectation to feel like they are not even on a plane, but in their own little private world. The following design, by PriestmanGoode, incorporated this idea by creating a cocoon-like space with curved walls and doors. Not only will first-class passengers have a place to sit and rest, but the curved walls also create space to stand. The design allows for lower divider walls to accommodate two travelers traveling together. Passengers can also dine together.
The 777-9s will feature all four new cabin products: First Class, Business Class, Premium Economy Class, and Economy Class. The 41 retrofitted A350-900 longhaul and A350-900ULR aircraft will be equipped with the new Business Class seats, with First Class introduced on the A350-900ULR for the first time.
On the ground, SIA has invested more than S$130 million to renovate, refresh, and expand its SilverKris lounges worldwide, including those at its main hub at Singapore Changi Airport, to offer more seating, dining, work, and rest options. Customers at the SilverKris First Class lounges in Singapore can also enjoy a full-service dining experience, similar to that offered in The Private Room.
New personalized ground services at Changi Airport for Suites and First Class customers include priority immigration and security clearance and a dedicated concierge service that offers meet-and-greet assistance and buggy transfers between selected airport touchpoints, where available.
