Company Watch

Green shoots but SIA not out of the woods yet

It should aim to be region's most competitive airline, while retaining branding and reputation

Singapore Airlines has to continue restructuring, and become leaner and perhaps smaller, says the writer. It needs to be positioned to capitalise on any recovery in air travel as the initial burst could be huge.
Singapore Airlines has to continue restructuring, and become leaner and perhaps smaller, says the writer. It needs to be positioned to capitalise on any recovery in air travel as the initial burst could be huge.ST PHOTO: JASON QUAH

The impending launch of the Singapore-Hong Kong air travel bubble this coming Sunday is surely the best piece of news that the folks at long-suffering Singapore Airlines (SIA) have received in over 10 months.

Demand is so strong that ticket prices have reportedly soared to $1,000. It demonstrates how keen (or desperate) people are to get back on planes and fly again.

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A version of this article appeared in the print edition of The Straits Times on November 17, 2020, with the headline 'Green shoots but SIA not out of the woods yet'. Print Edition | Subscribe