Singapore Airlines invests S$2 billion in new cabin products

Singapore Airlines (SIA) has unveiled its next-generation long-haul cabin products, designed to offer passengers more comfortable and personalised travel experiences, with features tailored to how they work, dine, relax and rest on board.

The airline said it is investing more than S$2 billion in new cabin products across First, Business, Premium Economy and Economy Class as part of its enhanced end-to-end travel experience, unveiled today.

The new cabin products will be progressively introduced from the second half of 2027 across 41 retrofitted Airbus A350-900 long-haul and A350-900 ultra-long-range (ULR) aircraft, as well as the airline's new Boeing 777-9 fleet.

“While each cabin has been designed individually, they are united by the same ambition to make the experience more comfortable, flexible, and rewarding for our customers. Singapore Airlines’ next-generation long-haul cabin products will ensure that our customers travel more comfortably than before, and have greater control over their in-flight experience, whether they are working, dining, relaxing, or resting,” said Lee Lik Hsin, Chief Commercial Officer, Singapore Airlines.

The new Boeing 777-9 aircraft will feature all four cabin classes: First Class, Business Class, Premium Economy and Economy Class. Meanwhile, the 41 retrofitted Airbus A350-900 long-haul and A350-900ULR aircraft will receive the new Business Class seats, with First Class cabins being introduced on the A350-900ULR fleet for the first time.

The development of the new cabin products was guided by extensive research involving more than 5,000 frequent travellers, customers, employees and industry experts worldwide. The research included focus groups, interviews, surveys and concept testing to understand how passengers prefer to work, dine, relax, sleep and spend their time on board.

The research highlighted customers’ growing expectations for greater privacy and comfort, intuitive features, flexibility and a more personalised travel experience tailored to their individual needs and preferences throughout the journey.

The research findings guided the development of the new cabin products in collaboration with three international design firms: PriestmanGoode for First Class, Designworks for Business Class, and Factorydesign for Premium Economy and Economy Class. SIA also worked with its manufacturing partners, Collins Aerospace and RECARO Aircraft Seating, to bring the designs to life. Collins Aerospace is responsible for the new First Class, Premium Economy and Economy Class seats, while RECARO Aircraft Seating is manufacturing the Business Class seats.