Singapore Airlines 2010 Annual Report Download - page 20

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SINGAPORE AIRLINES
018
operating review
Inflight Services
One of China’s leading lights in the culinary
world – Chef Zhu Jun – is Singapore Airlines’
latest appointment to its International
Culinary Panel.
Winner of the ‘Excellent Chef’ accolade at the
15th China Chef Festival, Chef Zhu’s dishes
carry his signature Shanghainese influence,
with a dash of Sichuan, Huaiyang, Fujian and
Guangdong touches. Chef Zhu’s innovative
approach to Chinese cuisine draws inspiration
from his well-rounded experience, deftly
combining elements of Western cuisine with
the art of traditional Chinese cooking.
KrisFlyer
KrisFlyer launched several programme initiatives
in FY 2009-2010, including an increase in miles
accrual for Singapore Airlines Suites to 300% of
actual miles flown, introduction of a new benefit
(Reserve Value) exclusively for Solitaire PPS Club
members and expansion of SIA Mobile services
to include more KrisFlyer services such as pin
change, extending of KrisFlyer miles validity and
viewing of KrisFlyer e-statements.
The KrisFlyer programme celebrated its 10th
Anniversary in 2009 with special deals for
members that stretched throughout the year,
including 50% discount redemption promotions
and exclusive offers from partners.
The list of partner airlines continues to increase
with the addition of Air India, Brussels Airlines
and Continental Airlines. Members can now
enjoy greater flexibility in redemption of their
miles on partner airlines with changes such as
the introduction of one-way redemption and
reduction in the number of zones.
In addition, members have even more ways
to earn miles with the launch of the American
Express Singapore Airlines Solitaire PPS Credit
Card in Singapore and the Singapore Airlines
Westpac Platinum and Gold Credit Cards
in Australia, as well as the addition of new
partners, such as CruiseEscapes, Rendezvous
Hospitality Group, Ctrip, Travelling Connect,
BCA and The Leading Hotels of the World.
Early in his career, Chef Zhu
had exposure to classical
French and Italian cooking,
and this had an influence on
his present, unique style.