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TR6212: Niche Tourism: Contemporary Issues, Trends and Cases.

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Graduate School of BusinessAssumption UniversityMaster of Business Administration in Tourism Management

#Master of Business Administration in Tourism ManagementAssumption University1Singapore Airlines History

Singapore Airlines (SIA) began on 1 May 1947 as Malayan (later Malaysian) airlines. It operated between Singapore, Kuala Lampur, Ipoh and Penang. On 16 September 1963, the Federation of Malaysia was born and the Airline became known as Malaysian Airways Limited. In May 1966, it became Malaysia-Singapore Airlines. In 1972, Malaysia-Singapore Airlines split up to become two entities - Singapore Airlines and Malaysian Airline System.

(source: SIA History from http://www.singaporeair.com)#Master of Business Administration in Tourism ManagementAssumption University2A Reputation for Inflight Firsts

The 1980s : It had the first A300 Superbus, also the first airline in the world to operate an international commercial flight across the Pacific Ocean with the 747-400 Megatop.

In 1990s: It revolutionized inflight communications and entertainment. (the KrisFone - the first global sky telephone service - and KrisWorld offerings)

In 1998: It was also first to involve a comprehensive panel of world-renowned chefs, the International Culinary Panel, in developing inflight meals.

(source: SIA History from http://www.singaporeair.com)#Master of Business Administration in Tourism ManagementAssumption University3A Reputation for Inflight Firsts

In 2004: It was the first to operate the worlds longest non-stop commercial flight between Singapore and Los Angeles in February on the A340-500, and then surpassing the record (in terms of distance) later that year with the non-stop service to New York (Newark) in June.

(source: SIA History from http://www.singaporeair.com)#Master of Business Administration in Tourism ManagementAssumption University4A Reputation for Inflight Firsts

On 25 October 2007, The A380, the world's largest commercial plane entered service with Singapore Airlines, making itanother worlds first.

(source: SIA History from http://www.singaporeair.com)#Master of Business Administration in Tourism ManagementAssumption University5SIAs Reputation

Singapore Airlines (SIA) is a globally renowned brand and one of the most profitable airlines in the world. Its world-class service, innovative offerings and modern fleet have won the company numerous international accolades over the years.

In 2005, for example, SIA was voted 'best airlines company' by Conde Nest Traveler and 'world's best international airline' for the tenth consecutive year by Travel+Leisure magazine.

In 2006, SIA was ranked one of the world's most admired 20 companies by Fortune magazine. It was the only airline to make the grade and one of only two Asian companies in the list (the other was Toyota)

#Master of Business Administration in Tourism ManagementAssumption University6SIAs Reputation

#Master of Business Administration in Tourism ManagementAssumption University7Why are they so successful?

A class beyond first Singapore Airlines

#Master of Business Administration in Tourism ManagementAssumption University8Why are they so successful?

#Master of Business Administration in Tourism ManagementAssumption University9The Experience

#Master of Business Administration in Tourism ManagementAssumption University10Building Experiences with Five Senses

#Master of Business Administration in Tourism ManagementAssumption University11Sensory Utilization

[source: Vinjamuri (2008). Strategic experiential branding. Retrieved from http://www.slideshare.net/aquigley76/uni-training-singapore-07-08-v3.]Credit: Millward Brown

#Master of Business Administration in Tourism ManagementAssumption University125 Senses : Seeing

The iconic images and branding of the Singapore Girl was first established in 1968. The original branding was developed by Ian Batey.

The Singapore Girl wore the traditional uniform Sarong Kebaya, was first introduced by MSA (Malaysia-Singapore Airlines) - specially designed by Pierre Balmain, a French designer.

#Master of Business Administration in Tourism ManagementAssumption University135 Senses : Seeing

MSA ceased operations on 1 October 1972 and Singapore Airlines took over as its successor. In 1972, Pierre Balmain was hired by Singapore Airlines to construct and update the Malay Sarong Kebaya .

In April 2001, the shoes were replaced by Pierre Balmain-designed safety shoes .

It has Visual Impacted. Singapore Girl becomes an symbol of quality customer care and service.

#Master of Business Administration in Tourism ManagementAssumption University145 Senses : Hearing

In the 1990s, music in lounges and revolutionized inflight communications and entertainment through the KrisFone - the first global sky telephone service - and KrisWorld offerings.

KrisWorld, Singapore Airlines' award-winning and ever-expanding inflight entertainment system, offers customers a wide range of entertainment options- variety of movies, TV program, music CDs and channels. There is also an extensive selection of video games and interactive applications including Berlitz Word Traveler, a fully interactive learning program.

#Master of Business Administration in Tourism ManagementAssumption University155 Senses : Hearing

In-flight connectivity : The iPod and iPhone connectivity, there's also a regular USB port, allowing customers to listen to their own music, view photos or read PDFs. The system also provides a standard audio-video input, which enables you to plug in any portable media player that offers A/V output and watch videos on the seat-back screen. SIA claims to be the first in the world to have this unique feature in economy class. #Master of Business Administration in Tourism ManagementAssumption University165 Senses : Feeling

Example of Cabin and In-flight service[source: http://www.youtube.com/watch?v=Y5KUXcq4cYo]#Master of Business Administration in Tourism ManagementAssumption University175 Senses : Smelling

By the end of 1990s, Singapore Airlines introduced Stefan Floridian Waters which is an aroma, using in the flight attendants perfume and blended into hot towels served before take off/meals. They have gone a step ahead and spray the same fragrance in their magazines, tissue paper etc. The patented aroma has become a unique and very distinct trademark of Singapore Airlines. It is a smell that has the potential to kick-start a kaleidoscope of smooth comfortable memories all reflecting the Singapore Airlines brand.

#Master of Business Administration in Tourism ManagementAssumption University185 Senses : Tasting

The Singapore Airlines World Gourmet Cuisine boasts a selection of exclusive and tantalising signature dishes, speciallydesigned by a panel of nine internationally renowned chefs, and a wine list selected by three of the world's most discerning wine consultants.

#Master of Business Administration in Tourism ManagementAssumption University195 Senses : Tasting

#Master of Business Administration in Tourism ManagementAssumption University20Technology in Experimental Marketing

A new trend shows airlines adopting the technique of brand co-creation, often using social media. Which simply involves the communitys inputs in coming up with new initiatives and rejuvenating current ones (Nigam, 2010).

The example of Singapore Airlines FacebookCo-creation

#Master of Business Administration in Tourism ManagementAssumption University21Conclusion

It is vital for service businesses to adopt service marketing management, create customers meaningful experience by stimulating all 5 sensing as much as possible. As the increasing of competitors, high demanding customers - need more personalization, co-creation will allow customer to give an idea, comment or suggestion on what they want customer orientation. With none of them, service business will not able to survive.#Master of Business Administration in Tourism ManagementAssumption University22References

Anon1. (2007, October 16). Singapore airlines A380 cabin interior [Video file]. Retrieved from http://www.youtube.com/watch?v=Y5KUXcq4cYo.

Anon2. (2007). Sensory branding [PowerPoint slides]. Retrieved from http://www.slideshare.net/manojksamy/sensory-branding.

Nigam, S. (2010, November 11). Airlines go on a crowdsourcing binge co creating their brands with travelers. Message posted to http://simpliflying.com/2010/airlines-go-on-a-crowdsourcing-binge-co-creating-their-brands-with-travelers/.

Singapore Airlines. (n.d.). SIA History. Retrieved from http://www.singaporeair.com/saa/en_UK/content/company_info/siastory/history.jsp?v=312899761&.

Singh, K., Pandey, L., Chaudhary, M. Kr., & Batham, M. (2007). Singapore airlines -flying high [PowerPoint slides]. Retrieved from http://www.slideshare.net/lalitpandey/singapore-airlinesflying-high-presentation.

Vinjamuri, D. (2008). Strategic experiential branding [PowerPoint slides]. Retrieved from http://www.slideshare.net/aquigley76/uni-training-singapore-07-08-v3.

Wirtz, J., & Johnston, R. (2003). Singapore Airlines: What it takes to sustain service excellence A senior management perspective. Managing Service Quality, 13(1), 10-19.#Master of Business Administration in Tourism ManagementAssumption University23

#Master of Business Administration in Tourism ManagementAssumption University24Sheet1Student IDName5229306Mr SomyotKaenhin