Singapore Airlines CEO on Its Multi-Brand Strategy for Winning in Asia
Photo Credit: Singapore Airlines CEO Goh Choon Phong (center) tours the carrier's new and first A350-900 in Toulouse, France on March 2, 2016 before a delivery flight to Singapore's Changi Airport. Skift / Dan Peltier
Skift Take
As Singapore Airlines celebrates getting one step closer to reentering the U.S. market with nonstop flights it isn't forgetting the markets that already demonstrate solid growth and demand. The Singapore Airlines Group is trying to appeal to every kind of flyer in Asia and it's betting on success in that region before expanding to the U.S. and elsewhere.
The Singapore Airlines Group has built a portfolio that it hopes appeals to nearly every kind of passenger — luxury, business, economy or budget — and its changing strategy in Asia highlights the growing importance of the region to global carriers.
Singapore Airlines seeks to grow its ultra long-haul routes (those longer than 12 hours) during the next few years but it isn't slighting markets close to home. CEO Goh Choon Phong said in an interview with Skift earlier this month that the carrier has "embarked on a brand new approach and direction" and sees more opportunity with its low-cost and budget brands.
"While Singapore Airlines has traditionally been focusing only on full service, we've moved on to diversify the budget segment," said Goh during a media roundtable at Airbus hea
