From starting long-haul budget carrier Scoot and joint-venture airline Vistara in India, to forging partnerships with other carriers, Singapore Airlines (SIA) has made significant strides with chief executive Goh Choon Phong at the helm since 2011.
To recognise his efforts, Mr Goh was named Asia-Pacific Airline CEO of the Year by industry think-tank Centre for Aviation (Capa) at its annual awards ceremony on Monday.
Selected by a panel of judges and top executives from the industry, Mr Goh was chosen by Capa "for his daring and successful implementing of several major new strategic initiatives that have positioned the SIA Group for future growth despite intensifying competition from low-cost carriers and Gulf carriers".
Since Mr Goh took charge, SIA has made more major strategic changes than any full-service airline group in Asia and perhaps the world, said the centre's executive chairman Peter Harbison.
Besides launching Scoot here and Vistara in India, SIA has also recently proposed a takeover of short-haul budget carrier Tigerair.
In August, the airline also launched its new premium economy class which offers economy travellers more comfort and facilities for a higher fare.
"The evolution of SIA under the first five years of Mr Goh's leadership has been remarkable, particularly given how the group has generally been known for its conservative, slow-moving nature," Mr Harbison said.
Now in its 13th year, Capa's aviation awards for excellence are intended to reward airlines and airports that are not only successful but have also provided industry leadership in an always-changing environment.
Others that were honoured this year include Qatar Airways, Bangkok Airways, Peach Aviation and the Qantas Group, as well as Dubai and Mumbai airports.