Singapore Airlines is known for its phenomenal 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.
One thing that has historically been missing with Singapore Airlines’ first class product offering is making the ground experience seamless and end-to-end. A few months ago we saw the airline introduce a trial to address this, and there’s now an update, as this is “permanent” (well, as permanent as anything in the airline industry is).
Singapore Airlines first class concierge service details
Historically, Singapore Airlines first class passengers traveling through Changi Airport 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 typically at each individual gate, meaning that in the past, actually clearing security as a first class passenger hasn’t been very seamless.
So after a trial lasting several weeks, the airline has now introduced a personal concierge concept.
The service starts the second you arrive at Changi Airport, as the porter service offers help with bags, so that passengers can proceed straight to the first class check-in area, where they’ll be greeted with chilled hand towels, while formalities are taken care of.
After check-in, customers will be escorted to immigration and then to The Private Room. Once there, the personal concierge can help with monitoring your flight, any rebookings in the event of irregular operations, shopping requests, etc.
When it’s time to board, Singapore Airlines will drive passengers to the gate in a golf cart (when possible), help with cutting the line, and then escort the passenger down the jet bridge, to the door of the plane. You can also decide whether you want to board first or last.
This is a minor but positive change for Singapore Airlines
This is a nice improvement on the part of Singapore Airlines. Ultimately Singapore Changi is an 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.
I imagine the timing of this service being introduced is no coincidence. Singapore Airlines will be introducing a new first class product in 2027, and the airline is making several soft product upgrades ahead of that. Singapore Airlines has already announced updates to its inflight dining and amenities across cabins, and that’s all rolling out right now. So it makes sense that we’re seeing this update now as well.
Bottom line
Singapore Airlines has introduced an airport concierge service for its first class passengers at Singapore Changi Airport. The idea is that guests are looked after from the moment they arrive at the airport until they board the plane.
This includes being escorted from check-in to The Private Room, and then having a concierge who will look after passengers during their time in the lounge, and then take them to the gate when it’s time to board, including helping with clearing security.
I’m happy to see all of Singapore Airlines’ service investments, and now I’m curious to see what the new first class hard product will be like.
What do you make of Singapore Airlines‘ personal concierge service? Would you value this as a first class passenger?
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?
"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.
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.
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…)
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.
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
Will report back on this tomorrow. :)
"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 .
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?
Sounds like you're just dealing with your own... insecurity. *ba dum tss*
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.
Air France first class concierge is still number one
@Ben the walk from the First Class checkin area to the Private Room is less than a minute.
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.
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.
As usual, SQ is playing catch-up with other airlines. The Private Room is still at best a mediocre lounge, particularly when compared with Cathay or SWISS.
As others have noted, the Changi security-at-the-gate arrangement detracts greatly from the first class experience (or flying in any class, actually). Great full employment scheme for Singapore, though.