Singapore Airlines 2004 Annual Report Download - page 19

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KrisFlyer
One-way award redemptions and the
ability to purchase ‘top-up’ miles were
among the service enhancements
introduced to the KrisFlyer programme
in October 2003. These additional
features were the result of an extensive
customer research survey conducted at
the end of 2002. Other enhancements
included the redemption of additional
stopovers at 10,000 miles per stopover,
irrespective of class of travel, instead of
the usual 15,000, 25,000 and 40,000
miles required for Economy, Raffles and
First Class awards respectively.
KrisFlyer also announced a new
partnership with DBS Bank in Singapore
and Hong Kong which allowed DBS
credit card holders to convert their DBS
“ perk$” to KrisFlyer miles. Other new
partners include Citibank IPB, the Spanish
hotel chain, Sol Melia, and Peninsula
Hotels, based in Hong Kong. The
partnership with Amex (Membership
Rewards) was also extended to include
the New Zealand market, and a year
long promotional campaign to promote
the American Express-Singapore Airlines
KrisFlyer Gold Credit Card was launched
in Singapore in December 2003.
SIA Annual Report 03/04 17
A345LeaderShip
SIA’s first Airbus A340-500, dubbed the A345LeaderShip, was welcomed into the
fleet on 2 January 2004. Powered by four Rolls Royce Trent 553 engines, the ultra-
long-range aircraft is the first new aircraft type to join the SIA fleet since 1997,
when the Airline took delivery of its first Boeing 777.
Designed with the business traveller in mind, the A345LeaderShip boasts just 181
seats in a two-class premium configuration. Exclusive to this aircraft, SIA’s new
Executive Economy Class seats 117 in a 2-3-2 configuration, with a longer Economy
Class seat pitch of 37 inches, a seat width of 20 inches and a seat back recline of
eight inches. It also features an adjustable leather headrest, an innovative leg-and
footrest, and a nine-inch personal video monitor. In addition, one in every two seats
is equipped with an AC power supply outlet.
The A345Leadership Raffles Class cabin also sets new standards. With 64 SpaceBeds
in a 2-2-2 configuration, the 64-inch seat pitch is longer than in any other Raffles
Class cabin. Among the other features, AC power supply is available in every
seat, and each customer can now enjoy SIA’s KrisWorld entertainment system on
a 10.4-inch personal video monitor.
Another highlight of the A345LeaderShip is the inclusion of designated areas in
both classes where travellers can gather to socialise, stretch their legs and enjoy
a snack.
The A345LeaderShip made its maiden transpacific commercial flight from Singapore
to Los Angeles on 3 February 2004, setting a world record for the longest non-
stop commercial service – an important milestone for SIA and international aviation.