Airlines around the world are looking for innovative new ways to raise cash during these tough times. For example, we’ve seen Singapore Airlines introduce several initiatives, ranging from an A380 restaurant on the ground, to at-home delivery of its premium inflight meals.
Well, the airline is now introducing a new long term initiative that it hopes will generate revenue for years to come.In this post:
Singapore Airlines has created a new division called Singapore Airlines Academy, which will offer training programs to external businesses and organizations. Areas of training include:
As it’s described, Singapore Airlines Academy will leverage the wide range of globally recognized skills and competencies that the airline has, and will also tap into the decades of experience that have been accumulated by Singapore Airlines staff.
Training packages can be customized to meet the requirements of individual companies and organizations, and will be conducted by SIA trainers, who are certified instructors and facilitators with front-line experience.
The airline first began offering external courses in September 2020, when it collaborated with Singapore-based Khoo Teck Puat Hospital (KTPH) for its patient care officers. The airline performed a three day course that included topics like interpersonal communication, customer handling, and learning how to exemplify values such as empathy, warmth, and care.
As Vanessa Ng, Singapore Airlines’ SVP of Human Resources, describes this new business opportunity:
“SIA receives many requests from organisations wanting to know how we have attained our reputation for industry-leading service and operational excellence, and to better understand how we achieved our successful digital transformation.
Our focus on people development and investment in training has been key to achieving these world-class standards. We are happy to share our competencies by offering specialised training programmes to external organisations. This would also allow us to contribute to Singapore’s national goal of reskilling and upskilling the country’s workforce.
The Singapore Airlines Academy is also a strategic move for the SIA Group, and has the potential to add a new source of revenue in the coming years.”
While courses can be customized, Singapore Airlines Academy does have some recommended programs.
For example, there are several different service excellence programs, and one of those is about handling challenging customers:
There are also a couple of innovation & digital programs, and one of those is an innovation program and playbook:
Singapore Airlines is known around the world for its great service, so this seems like a pretty smart way for the airline to generate revenue.
I’ll be curious to see if Singapore Airlines has success with the concept. While certain best practices are the same across industries, I have to imagine there are some limits to that.
I could think of an airline or two that could use Singapore Airlines’ help when it comes to service.