Singapore Airlines has a Blueprint for Digital Transformation


Digital transformation is a huge priority and industry driver for travel right now.

The changing buying habits of travelers and onslaught of digital technology is forcing a paradigm shift away from the traditional travel agent and consumer relationship. The modern traveler wants a convenient and tech driven experience from travel providers and are willing to shop around to get it.

Singapore Airlines is answering this call by laying out its own blueprint for digital transformation and making sure it’s ready to meet the needs of this new breed of demanding consumer.

A Blueprint for Transformation

The blueprint takes the form of several key partnerships with various organizations, including the Agency for Science, Technology and Research (A*STAR), Civil Aviation Authority of Singapore (CAAS), Economic Development Board (EDB), and National University of Singapore (NUS).

Singapore Airlines is working with these companies to boost its digital capabilities through an ongoing transformation program. Far from simply acquiring new technology, Singapore Airlines is looking to build a culture of open innovation which runs through the whole company like cream through a cake. Staff are involved in digital projects and supported with additional training in modern business practices such as digital innovation and design, and agile methodologies.

The company is also setting up a digital innovation lab which will bring Singapore Airlines staff together with everything from fresh startups, to established incubators and accelerators, which will aim to create a collaborative environment in which ideas are encouraged to be born, grow, and flourish.

“The SIA Group has been investing heavily to enhance our digital capabilities as part of our ongoing transformation efforts, and the new bilateral partnerships announced today will take things to the next level,” said Singapore Airlines CEO, Goh Choon Phong. “Our partnerships with these key agencies also signify our commitment to developing Singapore as a digital hub in the wider aviation and travel industry. With the launch of our Digital Innovation Blueprint, we aim to be the leading digital airline in the world.”

Wide Ranging Support

Representatives from all the organizations involved in the initiative attended a launch event at the Singapore Airlines Training Centre which also counted political figures, such as the Minister for Trade and Industry, among its guests. The fact that Singapore Airlines has the support of, not only the commercial and research organizations it has partnered with, but key government figures also, can only mean good things for the Digital Innovation Blueprint initiative.

Each partner brings something unique to the table. For example, CAAS and EDB will establish joint support in creating a vibrant digital aviation and aerospace ecosystem. This ecosystem will help increase the attractiveness of Singapore as a global travel and aviation hub in the Asia-Pacific region. It will, not only make the industry more efficient and resilient to change, but also expand the offering to consumers with new digital experiences and engagement touchpoints.

“CAAS is pleased to support SIA’s Digital Innovation Blueprint, in collaboration with A*STAR, EDB, NUS, and NUS Enterprise, to develop innovative digital solutions to personalize passengers’ end-to-end travel experience and transform ground handling processes,” said Director-General of the Civil Aviation Authority of Singapore, Kevin Shum. “The Blueprint will help to transform the aviation industry for the future. It will complement the other key initiatives under the Air Transport Industry Transformation Map (ITM). We look forward to an exciting and fulfilling journey ahead.”

The Blueprint’s partnership with the National University of Singapore will look to nurture the very best and brightest young talent coming up through the education system, not only further benefitting the initiative with new technology and startups, but also providing career opportunities for the region’s student population.

“NUS is pleased to be a knowledge partner of SIA’s Digital Innovation Blueprint,” said NUS President Professor, Tan Eng Chye. “Leveraging our strong and deep capabilities in data science, analytics, optimization, cybersecurity and automation, as well as our comprehensive innovation and enterprise networks in Singapore and the region, we hope to open new opportunities for our researchers, students and startups to create and commercialize disruptive technologies that could accelerate the digital transformation of Singapore’s aviation sector and redefine the air travel experience.”

Final Thoughts

It’s great to see so many organizations and people involved tin the Singapore Airlines Digital Innovation Blueprint. With such a wide range of businesses, scientists, students, educators, and politicians involved, the initiative can only mean great things for the digital travel industry in the Pacific-Asia region.

You can hear Singapore Airlines’ Vice President of Digital Innovation, Jerome Thil, speak at Digital Travel Summit APAC 2019, in April, at the Resorts World Sentosa, Singapore.

Please download the agenda today for more information and insights.

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