Singapore Airlines 2010 Annual Report Download - page 28

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SINGAPORE AIRLINES
026
operating review
SilkAir
SilkAir closed the year in review with a profit
attributable to equity holders of S$41 million,
up 32.7% from the previous financial year.
Passenger carriage rose 21% to 2.4 million
passengers during the year, while passenger
load factor rose 4.6 percentage points to
77.1%. However, the increase in load came
at the expense of yield, which declined as a
result of lower airfares introduced as part of the
efforts to stimulate travel demand during the
economic downturn.
SilkAir added two new points – Penang and
Hyderabad – to its network in 2009. Flights to
Penang were launched on 1 June 2009, with
SilkAir initially taking over two of the three daily
flights operated by Singapore Airlines.
On 1 December 2009, SilkAir took over all
operations to Penang for the Singapore Airlines
Group. It also took over operations to Hyderabad
from Singapore Airlines on 15 June 2009,
starting with five times weekly services. The flight
frequency was increased to daily from 20 October
2009. In addition to its scheduled services, the
airline also operated charters to Dili (in Timor
Leste), Christmas Island, Darwin and Guiyang,
among other points.
To boost demand for leisure travel to Singapore,
SilkAir entered into a partnership with Changi
Airport Group (CAG) and Singapore Tourism
Board (STB) in September 2009 to launch a series
of regional marketing campaigns. As part of
STB’s “2009 Reasons to Enjoy Singapore” global
marketing campaign, special promotions were
launched across 18 of the 31 cities that SilkAir
flies to.
SilkAir received two new aircraft during the year
in review – an Airbus A320 in December 2009
and an Airbus A319 in March 2010. These latest
aircraft feature SilkAir’s new cabin design with
a warm colour scheme, complete with leather-
upholstered Business Class seats and ergonomic
Economy Class seats.
SilkAir continued to receive recognition for its
dedication to product and service development,
winning three awards in 2009. It was named
‘Best Regional Airline (Southeast Asia)’ in the
Skytrax World Airline Awards. SilkAir also
featured in the Top 10 List of Best Airlines
Worldwide for Cabin Service by Hong Kong-based
online travel magazine, Smart Travel Asia, and
was recognised as Asia-Pacific’s ‘Best Regional
Airline’ for the 10th time in the 20th Annual TTG
Asia Travel Awards 2009, making it eligible to
enter the TTG Travel Hall of Fame in 2010.