With Singapore Airlines swiftly stepping towards lie-flat business class seats on every flight, the Star Alliance member is looking to add pyjamas to the business class experience.
While stylish 'sleep suits' are de rigueur in first class, only a relatively small number of airlines offer them to business class passengers.
Singapore Airlines, which currently holds the record for the world's longest flight – 17+ hours between Singapore and New York – has steadfastly resisted putting PJs on the menu.
During the inaugural Singapore-New York flight, Singapore Airlines' senior vice president of sales and marketing, Campbell Wilson, told Executive Traveller "in our experience, most people don’t use pyjamas during a flight, they either sleep in what they're wearing or they bring a change of clothes. We haven't seen a very strong demand (for pyjamas) to date."
This could be set to change, at least on Singapore Airlines' longest routes into North America and the UK, with the airline now inviting samples and pricing for the supply of a 'Business Class Unisex Sleeper Suit', according to procurement tender notice posted on the airline's website.
Approached for comment by Executive Traveller, Singapore Airlines spokesman Siva Govindasamy suggested "there is nothing to confirm at this point. As you are aware, we regularly evaluate options to enhance our in-flight products and services."
PJs or not, 2020 is shaping up to be a year of renewal for Singapore Airlines' business class. As Executive Traveller revealed last month, the airline is considering a 'dine on demand' meal service alongside a refresh of its popular Book The Cook service.
“Singapore Airlines is always looking to evolve the meal service inflight, whether it be a flexible dining approach or a (full) dine on demand approach, and passengers are telling us this maybe is something that we should be working towards,” Singapore Airlines Director of F&B Antony McNeil told Executive Traveller.
Late 2020 will see the opening of an upgraded SilverKris Business Class Lounge at Singapore Airlines' flagship Changi Airport Terminal 3, which is being renovated alongside the First Class Lounge, The Private Room and the KrisFlyer Gold Lounge.
A highlight of the new Business Class Lounge will be a full service bar which will double as a self-service breakfast station in the mornings.
The expanded lounge will feature four distinct zones, each catering to travellers with different needs. Customers with a short transit can have a light snack in a relaxed café setting, while those with more time to spend can sample a full selection of Asian and international cuisines in the dining hall, including live stations that will offer signature local delights.
Productivity pods will offer privacy while you get down to work, while a rest area with chaise lounges will be provided for customers to catch some shut-eye before their flight.
Hospitality designers Hirsch Bedner Associates will oversee the revamp, giving each lounge "a fresh look and feel that is modern yet homely, while inspiring a sense of timeless elegance."