SINGAPORE, June 2 — Recent negative feedback surrounding its inflight dining experience is but a short-term dent on the premium image of Singapore Airlines (SIA), aviation and...
SINGAPORE, June 2 — Recent negative feedback surrounding its inflight dining experience is but a short-term dent on the premium image of Singapore Airlines , aviation and branding experts said, adding that the national carrier’s brand continues to be an invaluable asset for the company.
“If it can keep up its responsiveness and open tone, I think this is just a blip in SIA’s reputation and will not have a long-lasting impact on its brand positioning and narrative as one of the world’s top airlines,” she added. Another observer believes that the momentum is unsustainable and “one-off”. Mr Shukor Yusof, founder of advisory firm of Endau Analytics, said that this is because it was “a result of the pandemic creating an unusual demand for air travel” after border restrictions were lifted.
“Singapore’s labour costs have been higher than our neighbours, and the inflation we have seen over the last year will put even more pressure on SIA’s profitability,” he said. Yet another challenge that SIA faces in maintaining its recent fiscal achievement would be the intensifying competition from other players.
Mr Chua also said that being the national carrier, SIA has to grapple with greater expectations from Singaporeans.As with any business, maintaining strong financial health and building up liquidity is important for any company to weather possible crises, and SIA is no exception to the rule. He added that what Covid-19 has taught some industry leaders is that “any amount of forward planning can sometimes just become nothing” in the face of prolonged crisis and uncertainties.Some airlines, such as those in North Asia, “very quickly shift to cargo-focused operations” to try to stay afloat financially, for instance.
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