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 VIP-Interview
Huang Cheng Eng
Executive Vice President (Marketing & Regions), Singapore Airlines Ltd.
Flug Revue: What was the most challenging part of introducing the world's biggest airliner into regular passenger service?
Huang Cheng Eng: The most challenging part was initially how to deal with the two huge delays caused by Airbus. But those days are over luckily and we can now focus on introducing even more A380's into our fleet. We have now trained some 300 cabin crew and 30 A380 pilots. In the first few months of next year we will receive three more A380's and start operations from Singapore to London Heathrow. Other new A380 routes in 2008 will be Tokyo, Hong Kong and San Francisco.
FR: You are well known world-wide for thevery high quality of your cabin product and services. Introducing the A380, you raised the bar still further with your spectacular Suites and full-size beds. Was this due more to the fact that you now had so much space available on the A380's two decks or do you expect a general First-Class renaissance throughout the industry?
Huang: I would not talk about a renaissance of the First Class in general, as we have always offered this Premium Class to our most distinguished customers. For Singapore Airlines the premium products, including the exclusive Suites on the A380 and the new, world's biggest Business Class, are very important ones in which we are the industry leader. In the new Singapore Airlines Suites we have developed a completely new class altogether. There is no comparable product of any airline in the world.
FR: Will higher comfort (and higher prices) be the future strategy for the airline industry against climbing oil prices?
Huang: Higher comfort should be viewed separately from fuel prices. The one has to do with our philosophy for our customers, the other is a commodity without which one cannot fly. Our pricing goes hand in hand with customer needs, market developments, product service offered.
FR: The A380 is a hub aircraft flying the main high-capacity routes only. Singapore Airlines also offers ultra-long routes with smaller capacity on the Airbus A340-500. In which direction do you see the future trend going? Point-to-point or hub-to-hub?
Huang: Both strategies are equally valid. The A380 is the aircraft of the future for hub services, with many customers flying between Europe and south-east Asia, south-east Asia and Australia and the U.S. In the long term the A380 will replace the B747-400 operating to congested airports in highly populated areas of the world.
FR: Would Singapore Airlines be interested in other A380 versions too? Like a stretch or an ultra-long-range version or even a freighter one day?
Huang: Right now there is only one operating A380 in the world and we are gathering intelligence on all aspects of its operation. Once we analyse the performance of the aircraft and its acceptance in the markets, we will decide on our next steps.
FR: You ordered the very first A380s to be delivered. Would you “do it again”? You gained a lot of global attention and positive marketing value but at the same time you had to accept late deliveries and maybe changes of detail in the first airframes compared with later ones?
Huang: Yes, Singapore Airlines would do it again, no doubt. We are convinced of the advantages of this great aircraft. The decision to purchase the A380 was based on our plans for the future – and certainly not on the global attention we gained from introducing it. This was of course a very positive side effect. We are delighted to be the first in the world to fly the A380.
FR: Due to the Airbus A380-production issues you received your first aircraft late. What were the consequences for your company?
Huang: Our organizational plans came under pressure as a result of the delivery delays, true. We had to re-schedule training, extend aircraft leases and accept slower growth.
FR: The A380 is said to create heavy wake vortex behind it. Do you expect any ongoing increased separation requirements on approach?
Huang: Our engineers tell us that the vortex effect is no different from with the B747-400.
FR: The oil price is at an all-time high. Will big airplanes like the A380 be the way out of continuously increasing fuel cost?
Huang: The fuel consumption of the A380 is 15% less than that of the B747-400. At the same time we are transporting 25% more people. That is one of the most significant advantages of the A380 and certainly the future of aviation.
FR: Singapore Airlines has been doing quite well in recent years, with record revenues, very good load factors and increasing yields. Does this mean that a quality product that comes with a higher price tag works better than the “hyped” low-cost concept?
Huang: Singapore Airlines stands for premium full service air travel with best service and most advanced and innovative product. And with this concept we are the most profitable airline in the world. Others pursue other strategies.
Sebastian Steinke was asking the questions.
From page 19 of FLUG REVUE 1/2008
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