Singapore Airlines reveals its new long-haul product, with a major step up in Business Class

Singapore Airlines has long set a benchmark for premium long-haul travel, so when it unveils a new Business Class, the rest of the industry pays attention.

At the unveiling event held in Singapore on November 6, the airline’s Chief Commercial Officer, Lee Lik Hsin, described its new long-haul cabins as the biggest investment to date. He explained that it is not just the price tag that makes it significant, but also the fact that the programme stretches beyond the seat to cover the entire customer journey.

The S$2 billion investment covers 72 aircraft in total. These are the 41 Airbus A350-900s already in the fleet, which will be retrofitted, and the 31 Boeing 777-9s on order. The A350s are made up of 34 long-haul aircraft and seven ultra-long-range (ULR) aircraft, with the new cabins to be progressively introduced from the second half of 2027. While no one can say exactly when the refurbishment programme will finish, the current aim is for it to be completed by 2030. Each retrofit should take only a couple of weeks, as the work will be carried out in-house in Singapore.

Taking a deeper look at the Business Class product specifically, the brief behind the new seat came down to four things: privacy for solo travellers, the option to combine seats for couples, everything within easy reach and plenty of space. Having looked closely at how the seat delivers on each of those points, it is clear Singapore Airlines has thought carefully about how passengers really use their space on a long flight. The airline surveyed 5,000 frequent travellers to get their feedback, and it is clear it has listened, as the changes very much mirror what we hear ourselves.

Privacy starts with sliding doors at every seat, which is a significant step up from the current product. Electronically adjustable dividers between the centre seats let passengers decide how much of their neighbour they want to see. For anyone travelling solo, that means a genuinely private space where you can close the door and settle in for the night.

For couples travelling together, Singapore Airlines has absolutely nailed it. Lower the divider between selected centre seats and they can be configured into a companion bed, so you can share the space rather than chatting over a partition. It is one of those features that sounds simple but makes a real difference when you are spending 15 or more hours in the air with your travel partner.

One of the cleverest changes is also one of the least obvious. By stowing the tray table at an angle, the designers have created a generously sized footwell, which tackles one of the most common complaints passengers have about modern Business Class seats. Anyone who has tried to sleep with their feet wedged into a narrow cubby will appreciate the extra room to move and reposition during the night.

The full-flat bed measures 79 inches in length and up to 24 inches in width on the 777-9, with the seat itself 22 inches wide on the A350s. Every seat has direct aisle access in a 1-2-1 layout with a 50-inch pitch. Comfort has been a major focus, with coordinated reclining movements, adjustable upper and lower lumbar support and an adjustable leg rest. A new padded bedsheet with memory foam adds cushioning when lying flat and doubles as extra lumbar support in seat mode. For the first time, Singapore Airlines will also offer pyjamas in Business Class.

Smart cabin controls integrated with myKrisWorld remember your preferred seat position for future journeys, so regular travellers will not have to fiddle with the settings every time they board. The redesigned controls also use tactile buttons, which makes adjusting the seat in a darkened cabin far easier than with a touch panel.

Everything you need is close at hand, with multiple storage compartments, a bi-fold table measuring 22 by 14.7 inches, wireless charging, USB-C ports and universal AC power. A dedicated touchscreen handset shows real-time flight information, including time remaining, the local time and weather at your destination, Wi-Fi status and an aircraft map identifying where the toilets are and when they are free.

The retrofitted A350s get a larger 22-inch 4K OLED screen, while the brand-new 777-9 has a 20-inch 4K touchscreen. Both offer spatial audio, noise-cancelling headphones and Bluetooth pairing, so you can use your own headphones.

While most premium travellers will end up in Business Class, there is a lucky few who will be able to travel First Class, and this is where the real wow factor comes in.

The new First Class, with its sliding doors and the largest double bed in commercial aviation, is sure to grab plenty of headlines. However, it will only feature on a handful of aircraft, with six seats on the 777-9 and four on the A350-900ULR, which gets First Class for the first time. Business Class is where the real story lies, because it will be fitted to all 72 aircraft and is the cabin most premium travellers on Singapore Airlines' long-haul and ULR routes will actually experience.

When asked about the very real possibility of couples using the bed for 'other activities', Lee Lik Hsin, through a chuckle, politely swerved the question, saying: "We want all customers to enjoy their Singapore Airlines experience, but it cannot disturb other passengers.”

We will let you make of that what you will."

With the 777-9's delivery timeline still uncertain, most travellers are likely to first experience the new Business Class on a retrofitted A350. Either way, Singapore Airlines has delivered a seat that addresses the things passengers actually care about, from privacy and space to the simple pleasure of having somewhere to put your feet.