p30 Air feb27 25/2/09 12:06 Page 30
Air
Chris Gray
020 7921 8003
cgray@ttglive.com
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Interview Joey Seow, Singapore Airlines
Demand buoyant
SIA fare cut to lure
for superjumbo
THE APPEAL of the Airbus A380 means the
agents to country
superjumbo’s scheduled flights are faring better
than conventional aircraft during the downturn.
Joey Seow, UK general manager at Singapore
Airlines, said demand for its two A380 daily
Chris Gray.
cut back on discretionary services from Heathrow was higher than for its
SINGAPORE Airlines (SIA) spend, including holi- third service on a Boeing 747.
is offering agents drastically days,” he said. Demand for the A380 was helped because
reduced fares to visit the city this But he added there economy and business-class fares were the same
summer as part of a drive to boost tourism were “some bright as the Boeing 747.
during the downturn. spots” as UK customers often took a long-haul The airline has more capacity out of Heathrow
It is giving them a £50 plus taxes return fare and a short-haul holiday each year, and agents’ than a year ago because of the two larger A380s
for the summer season to coincide with a £42 feedback suggested they were more likely to sac- so for the summer season, it will replace the 747
million Singapore Tourism Board campaign pro- rifice a short trip to the expensive eurozone than with a smaller 777 (TTG February 20).
moting its status as a “must-see” stopover desti- a long-haul holiday. A flight carrying the airline’s one millionth
nation. Partners can travel for £100 plus tax. However, bookings were getting later. SIA was A380 passenger was 75% full last week, but
Consumer fares start at £270 plus tax. getting sales for Easter average load factors are about
SIA is cutting overall capacity by 11% in re- now that in previous
Curriculum Vitae
60%. “We are putting more ca-
sponse to falling demand for leisure and business years would have been pacity into a softer market,” said
travel, but UK general manager Joey Seow said made months in ad-
Name Joey Seow
Seow. “We are trying to match
load factors on Heathrow flights were up to 10 vance.
Job General manager, UK and Ireland,
supply and demand.”
Singapore Airlines
percentage points down on this time last year. Seow also warned
Career 18 years with the airline, starting in
Seow also welcomed the com-
Seow, who was posted to the UK in July 2008, rises to Air Passenger
customer service team. Worked at head
petition from Qantas’s new A380
said traffic had been “great” until the world’s Duty, due in November, office, Vancouver and Hong Kong before Heathrow-Singapore-Sydney
financial system “went into meltdown” in Sep- would make travel to
moving to London last July
service, and said the impact on
tember, hitting forward bookings. and from the UK
Family Married with two children
prices from low-cost airline Air
Home Lives in Chiswick, west London
“When people are fearful for their jobs they more expensive. Asia X had been minimal.
30 27.02.2009
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