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Singapore Airlines closes SilkAir website
April 4th 2019
Brand integration the latest plan from CEO Goh Choon Phong. Read More »
The SilkAir website this week began re-directing to Singapore Airlines’ (SIA) website. SIA has long owned SilkAir but last May said it would merge SilkAir into SIA, consolidating the group’s full-service brands down to the iconic SIA.
SIA has already integrated SilkAir commercial functions and planned a product upgrade so SilkAir’s narrowbody offering would be consistent with SIA. SilkAir’s 737 fleet will see lie-flat seats in business class and embedded entertainment screens in economy. These are expected to be available from 2020.
The merger is another major development under CEO Goh Choon Phong. Goh’s tenure has seen the establishment of medium/long-haul LCC Scoot, which was the surviving brand in the merger with SIA’s partially-owned short-haul LCC, Tigerair.
Asia is experiencing increased intra-group cooperation and even consolidation. All Nippon Airways combined its LCCs Peach and Vanilla. Thai Airways is seeking greater alignment with Thai Smile. China Airlines has brought Tigerair Taiwan close into its fold.
New brands have emerged, such as Air Seoul and Zip Air Tokyo, but these are largely due to differences in shareholding with the parent airline’s existing LCC.
