Singapore Airlines: A carrier that wins raves from fliers and is tops in profitability - By Eli

Everything you read about the airline industry today says the same thing. Crowded skies, more delays, higher prices, less service...and er...yucky food (if any).

The experience of flying has probably never been more like a bus than it has become today...and a bus that is overloaded and late.

All the brands are struggling with the increased cost of fuel, passenger demands, the equipment cut-backs from 9/11 among other myriad problems.

And then there is one truly shining star; a 5 star airline that seems to go about its merry way unaffected by the whirlwind impacting the rest of the industry.

Singapore Airlines.

The Singapore Airlines brand consistently gets top marks...one of the very very few that gets 5 stars from industry analysts and passengers alike. It is the brand consumers tell me in focus groups they would like to experience most based on its reputation.

A reputation of superb service delivery unmatched in the business. The "Singapore Girls"...the flight attendants portrayed in the airlines advertising deliver an uncompromising flying experience and have become the iconic image behind this airline.

The brand exudes calm, assuredness, professionalism and comfort. All four attributes that seem to be missing from other airlines. This brand "essence" has allowed Singapore to charge higher prices for some of routes than its competitors while still filling seats...not just First Class but coach as well...at capacities than ensure high profits as well.

I think the airline industry as a whole could learn alot from Singapore Air. It's on my list of "brands" I most want to experience.

Watching out for you everyday.

Eli