SIA New Low Cost Airline

Last month SIA had made the announcement of its intention to start a new Low Cost Airline. That was really a good news, although the name has not yet been finalizes. SIA is not new to to LCC, it already has the major controlling share of the Tiger Airways.

The setting up of the airline will create additional jobs opportunities. The basic flying crews will certainly be required.. the pilots and cabin crews will be a must.

It is hard to vitualize the plans for SIA. SIA is one of the successful full service airlnes with a rich cash reserve. It already has two low cost carriers, the silk air and the tiger airways. With the new carrier, it will has 3 low cost carriers, and the third one will be 100% owned by SIA. It is unknown if SIA is having some issues with the existing LCC.

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This is in fact, a piece of good news to everyone who wants to be a crew with SIA. While the details are not fully known, one thing is for sure.. that that the company is expanding to cope with the ever fierce competition of the aviation industry.

This also means that in the near future, more crews will be recruited to cope with the number of flights.. and this means that in the possible future, you get more opportunities… which is very much similar to the A380 launch.. where crews are in HOT demand.. and you might be in for a once in a lifetime ride to join SIA as a crew.

Another good note is that unlike silk air, its budget flights are going mid – long haul, which also means that you get to have night stops over other stations and countries, just so you are able to get your minimum crew rest, as needed by the aviation control bodies.

It also means that SIA might be going the extra mile for expansion and if they should succeed in gobbling a larger market share in the travel industry, it could also mean a bigger and fatter bonus for the crews.

However, while all is said, I personally feel that the company is trending in dangerous waters, not that it is impossible.. but a detail marketing and business plan should be carefully laid out to earn its place as the premium airline, as in.. the budget sector.

Not solely based on profits, but how it can continue to keep its brand… which is one of the factors that made SIA so successful today.

The company is well known as a premium airline, offering excellent service that are very well emulated and followed by others. In other words, it is SIA that sets the standards for other airlines to follow.

Be it their service or even the crews that are working for the company.

It is a good indication though, that SIA has mentioned that the airline would be a separate entity from its premium fleets but the budget airline would be wholly owned by SIA.

I always believe that a happy crew is always a good crew.. and a happy crew will therefore, give their best and always have that “glow” when working. This again, can be viral and also well seen by the passengers, who in turn, when being served by happy crews, will leave that ever lasting experience with the airline.

You know… I remembered once when I was serving the passengers in YCL… and because the whole EY crew was so bonded and synthesized in terms of working attitude, the whole inflight experience that we delivered was just amazing. I can see all the passengers smiling and enjoying our service and presence… and I even heard them whispering phrases like, “They seemed to be really enjoying their work” to “You know what… these are the best crews I’ve ever flown with..” to “That’s why the crews in SIA are the best around the world”… and at that point… I can’t help but smile secretly in my heart – Not to mention that their words also further motivated me =P

Upon arrival, the passengers bid farewell with amazing words like, “Excellent service.. can’t find it anywhere else…” and those words really make you feel proud to be part of SIA.

So, the question boils down to, when SIA launch its budget airlines… will the service still be able to set the standards of what it has all along be doing ? or… will SIA, instead… follow what other budget airline is currently doing.

If that is so.. it is a new challenge how SIA is going to instill that 5 star “service” factor into the passengers and differentiate their airlines from others.

Will the budget airlines that they will be launching, create a new image of SIA that its predecessors had fought so long and hard to maintain – A World Class Premium Airline.

… or will it finally lose that distinct image that has long attracted its most important passengers… the business travelers…

And with its budget setting, will it mean more stress and less overnight stay overseas for its crews due to the need for the adjustment to the budget airfare…

and if that’s the case, will the crews still harbored that pride as a being a cabin crew with SIA… or will they fall back and start doing their job for the sake of doing it… which in turn, may have dire effects…

While it may mean more room for company expansion, as well as more jobs for cabin crew, it is a challenge that the company will face to “prevent” travelers from mixing the premium and budget airlines and comparing them as a whole… and if so, the standards will need to be measured up.

Well.. its a bold move Singapore Airlines has made… and really, it boils down to how they are going to balance this equation if they want to continue to be the Top 20 most admired company to work for in the world.

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