A woman walks past a Singapore Airlines (SIA) logo at a ticketing booth at Changi airport in Singapore May 14, 2013. Singapore Airlines Ltd, caught between the rapid emergence of Gulf carriers and low cost Asian rivals, is attempting a big strategy overha
A woman walks past a Singapore Airlines (SIA) logo at a ticketing booth at Changi airport in Singapore May 14, 2013. Singapore Airlines Ltd, caught between the rapid emergence of Gulf carriers and low cost Asian rivals, is attempting a big strategy overhaul to revive growth, pushing into the low-cost segment and expanding its regional network. Picture taken May 14, 2013. Reuters/Edgar Su

To explore more business in the growing New Zealand market, Singapore Airlines has appointed Shahreen Goodrick as its New Zealand manager with a mandate for marketing and alliances. Goodrick will be responsible for national marketing strategy, promotion of Singapore Airlines' relationship with different alliance and trade partners.

The Stuff.Co. Nz reports that the incumbent has previous experience as marketing executive for alliances. She has co-ordinated all sales, strategy and marketing activity in Australia for Singapore Airlines' alliances with Virgin Australia and Star Alliance. Goodrick will be based at the airline's Auckland office. It may be recalled that the alliance of Singapore Airlines' with Air New Zealand became operational on January 6 this year.

Premium Economy

Meanwhile, the Singapore Airlines is due to launch its first ever premium economy seating in the second half of 2015. The Business Traveller quotes CEO Goh Choon Pong who commented that that premium economy "is not about removing offerings in the economy cabin to make premium economy different."

To provide space for premium economy, the economy class will face a cut in seating. However, to minimise the impression of downgrading from the business cabin, SIA will showcase a standard product similar to the one with competitors such as Cathay Pacific, Qantas, British Airways and Lufthansa.

The premium economy seating will initially appear on SIA's newer aircraft, such as the A380 and B777-300ER, before extending to other planes. SIA already boasts of many superlative onboard products.

Debut to Sydney

Now it has been confirmed that Singapore Airlines has chosen Sydney to debut its new offering of premium economy and the flights begin in August. This will make SIA join the likes of Cathay Pacific, Qantas, British Airways, Lufthansa, Virgin Australia and Air New Zealand with a cabin wedged between business and economy, reports Australian aviation.

Initially, SIA will offer premium economy on selected routes served with Airbus A380 and Boeing 777-300ER aircraft. It will also be offered on its yet-to-be-delivered Airbus A350 fleet. The chief executive has stated that the development of the premium economy seat is in response to what the passengers wanted. The premium economy seats are designed by JPA Design and manufactured by ZIM Flugsitz GmbH and Zodiac Seats US.

In another step to lure more passengers, SIA also announced reduction of fuel surcharge for tickets issued on or after Feb 26, 2015. This will apply to Singapore Airlines and SilkAir flights, according to a news release. The reduction will range from $5 to $83 per sector.

The airline said even though fuel prices have declined in recent months, jet fuel continues to account for a significant part of the SIA Group expenditure.

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