Singapore Airlines is one of the relatively few premium international airlines not to hand out amenity kits for business class passengers. None of those little designer-branded bags packing with upscale skincare products – let alone pyjamas, for that matter.
Those are decisions which sometimes confound passenger expectations, but Singapore Airlines says it's all about spending money in the right places – and amenity kits and PJs don't fall into that box.
"I ask myself, 'Do I want to spend $6-8 million just on an amenity kit?"' poses Mr Tan Pee Teck, Singapore Airlines' Senior Vice President for Product & Services
"At last count, I think there were 38 airlines with business class that gave amenity kits (but) you can't really differentiate yourself through an amenity kit" Tan explains to Australian Business Traveller.
"And if you travel very often, this thing is just left behind. So we decided to pump the money into other things for business class, and just make sure that our bathroom is stocked properly."
SQ not losing sleep over lack of PJs
The same goes for pyjamas or 'sleep suits'. While de rigueur in first class, many airlines – among them Qantas, China Southern, Etihad and Qatar – also offer them to business class passengers during overnight flights.
But that's also a no-go area for Singapore Airlines, Tan reveals.
"We have a constraint in space (on board), and particularly if we were also to bring in sleeper suits we’d definitely need more storage – unless you’re giving it to them in the lounge, which is another logistical challenge."
For SQ, then, it's less about the 'bonus' of an amenity kit or pyjamas and more on the basics of the business class experience.
"Food and wine are more important aspects for us, and the experience in the lounge. Most other business class lounges tend to be quite ‘functional’ – it’s normally the first class one that’s a bit of a ‘wow’, but it’s getting more competitive, and people have choice – now more than ever" Tan adds with a nod towards the airline's new-look lounges, which are coming to its home hub of Singapore T3 in 2017.
More AusBT articles on what's new and next for Singapore Airlines
- New Singapore Airlines business class beats 'old' first class
- Singapore Airlines plots non-stop USA flights with long-range A350
- Singapore Airlines A380 to get new first class suites, business class seats
- New flagship SQ lounges for Changi by 2017
Follow Australian Business Traveller on Twitter: we're @AusBT