Singapore Airlines unveils ‘biggest’ cabin product investment to date

Airline also discloses for the first time configuration of new 777-9s.

Singapore Airlines has revealed new cabin products that will feature on most of its long-haul fleet, as it undertakes what it calls its “biggest” customer experience investment to date.

The carrier is spending more than S$2 billion ($1.6 billion) on new seats which will be fitted on the Boeing 777-9 – of which it has 31 on order – and retrofitted on 41 Airbus A350s operating long-haul and ultra-long-range routes.

The new cabins will be“progressively” rolled out from the second half of 2027, says SIA. The timeline takes into account the certification of the 777-9, as well as the certification of the new seats for the A350.

It is part of wider investments into what SIA calls an “end-to-end passenger experience”, which include updated dining options in all classes, upgraded airport lounges, as well as new inflight amenity kits. The airline also announced it would be installing Starlink wi-fi connectivity on A380s and selected A350s.

SIA commercial chief Lee Lik Hsin, speaking at a media briefing, says: “This is our biggest investment in improving customer travel experience: biggest, because if you look at the number of aircraft involved…[it is] 72 out of 153 [aircraft]. That’s almost half of our entire fleet. Biggest, because we are not just talking about seat development, we are talking about improvements across various aspects of the customer journey from end to end.”

All about the new seats

SIA also confirms for the first time the configuration of its 777-9s, which will seat 300 passengers. The airline had previously been tight-lipped about its plans for the 777-9, only hinting that the aircraft will have “completely new” cabin products.

In first class, SIA is partnering with design firm PriestmanGoode for the new seats that will be manufactured by Collins Aerospace.

The 777-9s will feature six mini-suites, while the A350 will have four seats. SIA says the new cabin is designed as a “private and luxurious sanctuary”, featuring curved walls and doors for space and privacy.

The centre seats have the option of becoming a two-seater sofa – when the privacy divider is lowered – and a queen-sized bed when reclined.

In business class, the new seats are designed by California-based BMW unit Designworks, and manufactured by Recaro.

SIA’s new business-class seats are designed by Designworks. Credit: Singapore Airlines

The 777-9s will feature 54 seats, while the long-haul A350s get 42 seats – similar to its current configuration. Ultra-long-range A350s will have 70 seats, up from their current seat count of 67.

The business-class seats will feature sliding doors – a first for the airline.

In premium economy and economy class, SIA has tapped Collins Aerospace for new seats. There will be 36 premium-economy seats and 204 seats in economy class, the airline discloses.

New premium-economy seats on the Boeing 777-9. Credit: Singapore Airlines

Premium economy on the 777-9 will feature greater seat pitch, at 40in instead of the current 38in.

While SIA’s 777-9s will feature new seats across four classes, the A350s will see new seats only in first and business class.

Asked why SIA did not retrofit its A350s with new premium economy and economy seats, Lee says it was a “business investment decision”. Still, he stresses that premium-economy and economy-class passengers will “still be enjoying some of the other end-to-end experiential changes that we are putting in place”.

At the same time, Lee notes that the market is “always evolving…so never say never”.

There will be 204 economy-class seats on the 777-9. Credit: Singapore Airlines

The development of the new products took around four years, says SIA vice president for product experience Ong Wan Li, and in 2023 the airline extended the development to include the A350s.

Ong adds the airline conducted “extensive research” with over 5,000 frequent flyers, passengers, staff and industry experts, gaining “valuable insights” into passenger experience.

“These perspectives gave us new ways to look at space, comfort, movement and privacy. Our next-generation cabin products are an expression of these views,” she states.

SIA’s cabin refurbishment was first announced in November 2024, for its A350 fleet and at an estimated cost of around S$1.1 billion. The initial roll-out in the second quarter of 2026 was delayed until 2027 due to supply chain constraints and product certification delays.

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