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Concierge is a corporate travel service that is part of a broader strategic roadmap to re-establish Singapore Airlines as a leading travel service.

Note: Concierge is a student project and is not officially endorsed by Singapore Airlines.

 

 
Disappointing results reinforce our conviction thesis that Singapore Air is losing its allure as a result of the shift in power dynamics.
 

Rigan Wong, Citigroup Inc., Aviation Analyst
Full article here.


Declining Passenger Yield

 
 
 

 Singapore Airlines has seen significant passenger yield deterioration as increased competition from Gulf-based and low-cost carriers continue to take away market share from what was once the world's leading airline.

 
 
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From Flight Provider to Travel Enabler

 
 
 

While the travel industry is shifting towards a more integrated and seamless experience, individual touch points within a traveler's journey remains largely segmented across different service providers.

This puts Singapore Airlines in a strong position to leverage its brand capital and expand its service offering into other key touch points of the travel journey. This would also allow Singapore Airlines to diversify its sales channels and open up new revenue streams.

 

Launch Point:
Business Travel

 

Compared with the explorative nature of leisure travel, the focus of business travel is centered on efficiency in getting from one place to another with as little distraction as possible. There is also a strong desire for an elevated status when traveling for business.

The launch of a corporate travel service would allow Singapore Airlines to meet the demand for an integrated, singular brand travel experience that is lacking in current corporate travel service offerings.

 
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Introducing Concierge

 
 

A Seamless Travel Exeprience

 

Concierge consolidates all your transportation needs within a single Singapore Airlines experience, from flights to ground transport to hotel, providing a seamless efficiency that is first of its kind in corporate travel.
 

 
 
 

Design Touchpoints

 
  1. Strategic Road Map
  2. Visual Identity
  3. Membership Card + Welcome Package
  4. Web & Mobile Platform
  5. Arrival Kit
 


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