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Geoffrey Thomas
25 May, 2019
Wellness continues its march into the premium cabin experience as the number and duration of ultra-longhaul flights increase with airlines looking to make sure that passengers feel as refreshed and ready to go as possible.
After all, there’s no point in taking the nineteen-hour flight from New York to Singapore if you have to collapse straight into your hotel room with exhaustion and jetlag.
Partly, that desire is met by the new generation of carbon-fibre aircraft like the Boeing 787 Dreamliner and Airbus A350 XWB, which (thanks to their lesser use of metals prone to corrosion) can offer lower cabin altitudes and higher humidity levels. As more and more of these aircraft join airline fleets, more and more passengers are seeing the benefits and looking to book towards them for important flights where maximising rest and minimising jetlag are important.
Food is a big part of the SIA brand promise. Image - Singapore Airlines
But there’s much to do for airlines on the service side too, particularly in catering. Having already worked with US health spa Canyon Ranch, Singapore Airlines is working with hometown wellness group COMO’s sub-brand of “residential health retreats” and “urban escape sanctuaries” COMO Shambhala.
“SIA is fully committed to the continuous enhancement of our customer experience,” notes Yeoh Phee Teik, senior vice president of customer experience, highlighting that “we are proud to be announcing this partnership as it reaffirms our dedication to the holistic wellbeing of our customers.”
“The initial phase of the partnership will see COMO Shambhala’s award-winning wellness cuisine introduced on selected Singapore Airlines flights departing Singapore in the second half of this year, elevating the airline’s range of food and beverage offerings on board,” says Singapore Airlines.
READ The ultimate test for Singapore Airlines ultra-long-haul flyer.
Sustainable, seasonal ingredients are promised, as is a cooking style and methodology that “aims to inspire the palate with memorable and delicious flavours, marrying healthy eating with pleasurable gastronomy.”
None of this sounds revolutionary. But Singapore Airlines is renowned for its food, and for an airline whose home is one of the great foodie centres of the world — and where, indeed, ongoing government initiatives in the city-state like the Singapore Healthier Hawker programme aim to create healthier versions of traditional favourites — moving towards food that tastes great but doesn’t load up on the kind of ingredients that make for a less restful flight and arrival is a positive step.
SQ has previously branded its healthy eating options as Deliciously Wholesome. Image - Singapore Airlines
Passengers will be able to Book The Cook for the new dishes through the usual channels, and they will roll out on demand in addition to Singapore Airlines and COMO Shambhala developing “a new wellness menu featuring specially curated dishes.”
“It’s an exciting moment for the COMO Group, as this collaboration marks the coming together of the world's most awarded airline and COMO’s passion for holistic wellness and nutritious cuisine that has been at the heart of our brand offering since the beginning of COMO Shambhala and COMO Hotels and Resorts” explains Olivier Jolivet, COMO Group’s chief executive officer.
Integrating-wellness-into-the-IFE-and-beyond-is-very-2019.-Image-Singapore-Airlines.jpg
The partnership may not end there, the airline says: “future collaborations may also extend to on-board amenities, as well as in-flight entertainment content relating to wellness, among others.”
This sort of IFE wellness is bang on trend, with longtime Singapore Airlines partner and supplier Panasonic Avionics displaying a wide range of technologies at this month’s Aircraft Interiors Expo that can help passengers to take care of themselves and feel better during and after their flights.
From the Jet Lag Adviser program that Panasonic is integrating into Etihad’s app to meditation app Calm, to white noise app myNoise and more, the focus on wellness in customers’ daily lives is increasingly of interest to airlines looking to understand how they can best serve their passengers.
Wellness continues its march into the premium cabin experience as the number and duration of ultra-longhaul flights increase with airlines looking to make sure that passengers feel as refreshed and ready to go as possible.
After all, there’s no point in taking the nineteen-hour flight from New York to Singapore if you have to collapse straight into your hotel room with exhaustion and jetlag.
Partly, that desire is met by the new generation of carbon-fibre aircraft like the Boeing 787 Dreamliner and Airbus A350 XWB, which (thanks to their lesser use of metals prone to corrosion) can offer lower cabin altitudes and higher humidity levels. As more and more of these aircraft join airline fleets, more and more passengers are seeing the benefits and looking to book towards them for important flights where maximising rest and minimising jetlag are important.
Food is a big part of the SIA brand promise. Image - Singapore Airlines
But there’s much to do for airlines on the service side too, particularly in catering. Having already worked with US health spa Canyon Ranch, Singapore Airlines is working with hometown wellness group COMO’s sub-brand of “residential health retreats” and “urban escape sanctuaries” COMO Shambhala.
“SIA is fully committed to the continuous enhancement of our customer experience,” notes Yeoh Phee Teik, senior vice president of customer experience, highlighting that “we are proud to be announcing this partnership as it reaffirms our dedication to the holistic wellbeing of our customers.”
“The initial phase of the partnership will see COMO Shambhala’s award-winning wellness cuisine introduced on selected Singapore Airlines flights departing Singapore in the second half of this year, elevating the airline’s range of food and beverage offerings on board,” says Singapore Airlines.
READ The ultimate test for Singapore Airlines ultra-long-haul flyer.
Sustainable, seasonal ingredients are promised, as is a cooking style and methodology that “aims to inspire the palate with memorable and delicious flavours, marrying healthy eating with pleasurable gastronomy.”
None of this sounds revolutionary. But Singapore Airlines is renowned for its food, and for an airline whose home is one of the great foodie centres of the world — and where, indeed, ongoing government initiatives in the city-state like the Singapore Healthier Hawker programme aim to create healthier versions of traditional favourites — moving towards food that tastes great but doesn’t load up on the kind of ingredients that make for a less restful flight and arrival is a positive step.
SQ has previously branded its healthy eating options as Deliciously Wholesome. Image - Singapore Airlines
Passengers will be able to Book The Cook for the new dishes through the usual channels, and they will roll out on demand in addition to Singapore Airlines and COMO Shambhala developing “a new wellness menu featuring specially curated dishes.”
“It’s an exciting moment for the COMO Group, as this collaboration marks the coming together of the world's most awarded airline and COMO’s passion for holistic wellness and nutritious cuisine that has been at the heart of our brand offering since the beginning of COMO Shambhala and COMO Hotels and Resorts” explains Olivier Jolivet, COMO Group’s chief executive officer.
Integrating-wellness-into-the-IFE-and-beyond-is-very-2019.-Image-Singapore-Airlines.jpg
The partnership may not end there, the airline says: “future collaborations may also extend to on-board amenities, as well as in-flight entertainment content relating to wellness, among others.”
This sort of IFE wellness is bang on trend, with longtime Singapore Airlines partner and supplier Panasonic Avionics displaying a wide range of technologies at this month’s Aircraft Interiors Expo that can help passengers to take care of themselves and feel better during and after their flights.
From the Jet Lag Adviser program that Panasonic is integrating into Etihad’s app to meditation app Calm, to white noise app myNoise and more, the focus on wellness in customers’ daily lives is increasingly of interest to airlines looking to understand how they can best serve their passengers.