Singapore Air's CEO, Cheong Choong Kong, summarizes SIA's service strategy, "Management and staff must constantly change their minds to stay at the forefront of technology. We have a reputation for service that we believe is unrivaled, and we want to keep it that way, so we must be ready to invest."
Singapore International Airlines didn't start out as number one in their market. They were a small regional airline with very few resources on a small island state. So how did Singapore Air become the world's best airline? By taking a big step with the decision to face all other airlines head on, a small airline became a big name in the industry.
Singapore had an interesting strategy of inviting the competition in by becoming a global aviation hub. By becoming an aviation hub, they attracted all other major international airlines. So how do they remain the best today and maintain their lead in the market?

SAI decided that great service along with the best amenities might be the answer to overcoming their adversity. No other airline came close to servicing customers like SIA, and it started to slowly make a difference. Their next step was to become not good, but great. They implemented within their strategy a policy to fly the most advanced aircraft available and to stay ahead of competition by implementing technology into their aircraft. Today, with a fleet of 92 of the world's leading aircraft, SIA services over 90 cities across multiple countries and is regarded by Forbes as the leading international airlines. They have a flawless safety record with incredible service. In the past 10 years, they have been the first airline to install individual monitors for passengers, big lounge seats in first class, and every few years they seek to re-invent themselves to stay ahead.

Singapore International Airline has set a standard in the aviation industry that is unmatched. They are unique! Through keeping service #1 and spending money on unsurpassed amenities, they have taken over the international airline business and are not looking back. They have a simple, but effective plan...give great service, give great technology, and always adjust to the industry!

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