Singapore Airlines is known for its great first class experience (marketed as First Class on the 777, and Suites Class on the A380) — the airline has a great onboard experience, and a very good lounge at its Singapore Changi hub.
I’d say the one thing that has been missing with Singapore Airlines’ first class experience is making the ground experience seamless and end-to-end, and that’s something that the airline seems to be addressing… at least in a trial.
In this post:
New Singapore Airlines first class concierge service
The MileLion reports how Singapore Airlines is quietly trialing a new service for first class passengers at its hub. Historically, first class passengers have had to get from the first class check-in facility to the lounge on their own, and then from the lounge to the gate on their own.
Keep in mind that at Singapore Changi Terminal 3 and Terminal 2, security is at each individual gate, meaning that actually clearing security as a first class passenger typically isn’t seamless.
So the airline is now unofficially trialing a personal concierge concept, which includes a buggy service from the lounge to the gate, including being able to cut the line at security.
What’s interesting here is that the personal concierge service starts when someone arrives at The Private Room, so this isn’t from check-in all the way to the lounge, but instead, starts at the lounge. Once there, the personal concierge can help with monitoring your flight, any rebookings in the event of irregular operations, shopping requests, etc.
Then when it’s time to board, they’ll drive you to the gate in a golf cart, help you cut the line, and drop you all the way at the jet bridge to the plane. You can also decide whether you want to board first or last.
This first class concierge service is just a trial for now
For now this concierge service is being operated as a trial, and the airline will reportedly decide in the near future whether to keep this on a permanent basis. I imagine the timing with trialing this service is no coincidence, as Singapore Airlines will be introducing a new first class product in 2027, and I would imagine the airline may be looking at raising the bar in terms of the soft product.
Ultimately Singapore Changi is a very efficient airport, so I don’t think anyone can argue that this level of service is “needed.” However, first class is more competitive than ever before, and it’s not just about taking care of all the necessities, but also about making the journey as frictionless as possible, and even adding some frills.
Bottom line
Singapore Airlines is trialing an airport concierge service for its first class passengers at Singapore Changi Airport. The idea is that when guests arrive at The Private Room, they’ll be assigned a concierge who will look after them during their time there, and then bring them to the gate, help them clear security, etc.
For now this is just temporary, though in the coming months the airline is expected to decide whether to make this a permanent feature.
What do you make of Singapore Airlines trialing personal concierge service? Would you value this as a first class passenger?
I personally find the Singapore First/Suites product to be overrated, and I find it odd that their ground services at outstations have historically been better than at their own hub airport. The gate security situation is awful from a premium passenger perspective. I hope this new concierge service sticks.
Hi Sam,
I completely agree with you. I have flown Singapore FC (both suites and non-suites) and although the FAs are great, the food is fair at best. I rather fly FC on Emirates, JAL, ANA, Etihad etc. when given the option.
Security at the gate sucks
I’d think it is better for onboard security. The requirements imposed on airside activities with regards to sharp items are higher over at Singapore’s T4, and hefty fines await any airside employee who loses even a pen knife.
@Ben the walk from the First Class checkin area to the Private Room is less than a minute.
Air France first class concierge is still number one
This service has been there for years (at least for LPPS). Depending on how far your gate is from the lounge you can make up your mind if you want it or not. Most people like a little walk before a long haul flight but if one runs late this is a great option. Given how Changi works, no concierge from check in to lounge is really required as there is a separate passport control at T3 for FCL terminal customers.
"cut the line at security" , is Not security . The type of people who would "cut the line at security" are Not interested in security . No thanks .
Sounds like you're just dealing with your own... insecurity. *ba dum tss*
For someone who chose 'Alert' as a handle, you seem to be remarkably inattentive to reality on the ground. Perhaps even to the point of being rather dim. Time for a name change, maybe?
John, I believe Alert is mostly doing a combo of rage-bait and satire. Wait, are you the same John that told me to ‘Keep Myself Safe’ on here a few times before?
Will report back on this tomorrow. :)
Off-topic but nothing about Bamboo Airlines going out of business later this month? Unless it was already posted and I missed it…
Sorry, Bamboo Airways.
More like... bam-who?
Ask Lucky, he reviewed them once on a fight from HAN to FRA :P
This is a long overdue and welcome development! We flew DPS-SIN-BOM, with the SIN-BOM leg in SQ Suites last year . There was no one waiting for us when we arrived in SIN from DPS to escort us to the Private Room nor was there anyone to take us to our gate when it was time to board our flight to BOM. We were largely on our own which was really surprising given that that...
This is a long overdue and welcome development! We flew DPS-SIN-BOM, with the SIN-BOM leg in SQ Suites last year . There was no one waiting for us when we arrived in SIN from DPS to escort us to the Private Room nor was there anyone to take us to our gate when it was time to board our flight to BOM. We were largely on our own which was really surprising given that that SQ Suites is supposed to be their "premier" product. A chauffeur driven escort in a private vehicle would also be a nice touch for both First and Suites class passengers.
"What’s interesting here is that the personal concierge service starts when someone arrives at The Private Room, so this isn’t from check-in all the way to the lounge, but instead, starts at the lounge."
There is NO problem with this. The distance from first class check in (at least in T3) to immy to the lounge is ~200 meters.
The cart to the gate is already available for anyone who requests it, but the...
"What’s interesting here is that the personal concierge service starts when someone arrives at The Private Room, so this isn’t from check-in all the way to the lounge, but instead, starts at the lounge."
There is NO problem with this. The distance from first class check in (at least in T3) to immy to the lounge is ~200 meters.
The cart to the gate is already available for anyone who requests it, but the ability to move to the front of the line for first class pax would be a VERY welcome touch.
Proof that @TravelinPenis can think and talk intelligently about airline topics when he's not obsessing about politics, vaccines and Trump. I'm mildly impressed. Why only mildly? Because he'll revert to his usual tedious form in the next post..[sighs]
John, Willy speaks rationally about other topics (he’s right to call out Trump); you just happen to disagree there, but not here. (Anyway, good luck gatekeeping everyone else… that’s an unpaid, full-time job, no healthcare, no retirement…)
Quite agree with Willy. Labour is incredibly expensive in SG and it would require additional staff to just “walk” from T3 First Class immigration to The Private Room, when the whole process is literally a short and straight-line 1-minute walk and up the escalators, and you would be greeted by lounge staff. That one or two staff could be deployed elsewhere that brings about a better experience.
Sounds like something you would get on Etihad's Residence. Simon Wilson had a lovely concierge take care of him.
https://www.youtube.com/watch?v=_RuZ4MBcxiw&t=1639s
Would this work on CX too especially with the limited amount of First Class routes they have?