PREVIOUS | Singapore Airlines will unveil today what it calls its "next generation" of seats to be fitted tip to tail in its long-distance international fleet.
In addition to a new version of its first class suites and business class seats, a new design for SQ's economy seats will also be revealed at a global media launch beginning at 10am Singapore time (12 noon EST) at the JetQuay private aviation terminal at Singapore's Changi Airport.
The new seats will be accompanied by a refresh of the airline's KrisWorld inflight entertainment system.
The seats are expected to debut on Singapore Airlines' latest Boeing 777-300ER aircraft, with first flights tipped for September, and will also feature on SQ's forthcoming Airbus A350 and Boeing 787-10 jets.
The Singaporean flag-carrier has 70 of the fuel-efficient A350s and 50 Boeing 787s on order as the centrepiece of its fleet leading into the next decade, as the airline faces continued competition from the aggressive Gulf carriers of Emirates, Etihad and Qatar.
As previously reported by Australian Business Traveller, all eyes will be on Singapore Airlines' ultra-luxe first class suites, which have been reimagined by BMW's Designworks USA outfit and come as SQ faces increased competition from Middle East airlines in the premium travel market.
But business travellers will also be paying close attention to SQ's all-new business class seats. These have been designed by James Park Associates, which created the airline's current business class seat as well as Cathay Pacific's highly-regarded new business class.
The new business class seats retain a forward-facing design rather than adopting the angled and staggered herringbone layout being adopted by many airlines.
However, the design will provide more storage for pieces of personal carry-on kit such as mobile phones, iPods and reading glasses, and is also said to offer increased privacy.
Singapore Airlines has earlier said it would target "improved comfort in both seating and sleeping positions" on the new business class seats, which some passengers criticise for a lack of relaxing positions and being too wide to let them get properly comfortable.
Tomorrow at 10am Singapore time we'll see if SQ can deliver. Australian Business Traveller will cover the event live on Twitter on Twitter – we're @AusBT – and file stories throughout the day to profile the new seats.
Australian Business Traveller is attending the launch of Singapore Airlines' new seats in Singapore as a guest of Singapore Airlines.
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