Singapore Airlines - Mobile Apps

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Name of Organization / Company: Singapore Airlines
Category: F55 - F62 - Award for Innovation in Apps > F61. Award for Innovation in Shopping or E-commerce Apps

Entry Title: Singapore Airlines Mobile Apps – iOS & Android Smartphones, Apple Watch and Tablet


Singapore Airlines (SIA) mobile app SingaporeAir app for smartphones, tablets and the Apple Watch combines rich functionality with a user-friendly focus and contemporary design to offer an engaging digital travel experience across multiple devices. The SingaporeAir app is a true engagement tool that embodies SIA vision for the mobile app to “provide a simple and personalised service that engages customers and caters for their needs throughout their journey”.

Key features by journey stage:

Pre-trip Passenger Experience from within the app:

:: 2017 - navigation menu updated to be a persistent native bottom tab bar, giving a more native experience.
:: Users can search, book flights and purchase preferred seat.
:: Users can use Apple or Android Pay to purchase air tickets, redeem booking-related fees, for other purchases, e.g. preferred seat selection or travel insurance.
:: From the homescreen users receive personalised updates on their upcoming flights, displaying the most relevant trip information so they can manage bookings, check-in and view boarding pass.
:: Users can easily flick between their various trips with trip management functionality; trips are automatically stored and synchronised to the device’s calendar.
:: Before flying travelers can access the app via their personal devices to review the full video and audio content listings available on their flight, preview trailers and plan what to watch before boarding by creating a shortlist of their favourite TV, movie and music content.
:: Membership card details for KrisFlyer loyalty program are stored on the app, meaning users do not need to carry the physical card and they can access the lounge with their mobile device.

Day of travel Passenger Experience:

:: Adding to the connected journey, users can book a cab to their airport in advance of their trip. 7 days before their scheduled flight users will see an option within the app to book a “Grab” ride to the airport on-demand or in advance.
:: Travelers can check in via the app, select their favourite seat and save their boarding pass for quick retrieval.
:: Leveraging the apps, SIA can communicate in real-time with travelers to send alerts and inform of any travel disruptions and flight information.
:: Passport scanning.

In-flight Passenger Experience:

:: Once on-board, passengers can link their app with the on-board IFE. The companion app serves as a second screen allowing passengers to continue browsing their entertainment choices on their personal device without interrupting their seatback entertainment experience. Users can create playlists, bookmark media being watched/listened to and access exclusive content based on membership. The companion app is the first of its kind to integrate fully with the Panasonic IFE system, providing travelers with greater control over their IFE experience.

In 2017 new eLibrary functionality within the app was launched to allow users enjoy unlimited access to international magazines and newspapers on the app. Users can browse magazines and bookmark content for quick access oncetravelling. Magazines can be downloaded on to mobile device 48 hours before and 24 hours after their flight and start reading anytime they want. In 2017, 436,766 downloads on Android alone.

Post-trip Passenger Experience:

:: Special offers and exclusive deals are made possible via promotional codes, users can then search and book these exclusive special offers via the app.
:: Through the smart homescreen special offers are made available, these are personalized to match the user’s recent search history.


The app has achieved a star rating of 4.2 on The App Store (based on 1,228 reviews for 2017) and up to end January 2018 achieved 4.4 rating on Google Play (based on 12,933 ratings). The app has reached number 1 in the travel category in 16 countries since its release and achieved number 1 in Google Play’s travel category (April 2017)

Project is client commissioned. Team is made of Travelport Digital and Singapore Airlines.
Key individuals:
Creina O'Connor (Travelport Digital, Project Manager)
Weichao Du (Singapore Airlines, Head E-Commerce | Mobile Development)