Interview with Singapore Airlines’ CEO Goh Choon Phong on SIA's Strategy & Future:
00:03 – Introduction to Goh Choon Phong
00:24 – PART I: Three Pillars of SIA’s Brand Promise.
00:58 – Service excellence.
02:18 – People are fundamental to SIA’s success!
02:27 – Product leadership.
03:50 – Network connectivity.

04:10 – PART II: How Can SIA Maintain Its Competitive Edge?
04:35 – SIA’s three pillars continue to be important.
04:46 – SIA’s portfolio strategy of premium service and low-cost carrier (LCC) across its network.
06:55 – SIA’s approach to technology & intelligent automation.

10:20 – PART III: Cost-Effective Service Excellence at SIA.
10:55 – Customer-facing investments are prioritised to ensure service excellence.
12:02 – How to balance internal cost control vs external luxury?

12:57 – PART IV: What Is SIA's Commitment to Net Zero Carbon Emissions?
13:07 – What is Singapore Airlines doing to make aviation more sustainable?
13:25 – Singapore Airlines is committed to the 2050 net zero target.
13:45 – Sustainable aviation fuel (SAF) must be part of the solution!
14:26 – What are acceptable feedstock solutions?
14:39 – All relevant stakeholders must be part of the solution.
14:53 – The Association of Asia Pacific Airlines (AAPA) agreed on a target of 5% SAF by 2030.
15:21 – Aircraft manufacturers, fuel suppliers and service providers need to feel confident to invest in SAF.

15:57 – PART V: SIA’s Strategic Outlook
16:24 – Custom product design
16:58 – As SIA has no domestic network, connecting passengers through Singapore is critical.
17:25 – Partnerships help build network connectivity.
17:55 – SIA’s investment in Air India has huge potential.

19:36 – PART VI: Resilience, Agility and SIA's Learning from Crises
20:11 – COVID was a most devastating crisis for SIA.
21:15 – Shareholder support was critical.
22:57 – SIA’s People are the most important stakeholder!
24:45 – Preparing for recovery during the crisis – easy to say, but hard to do!
25:24 – “We must be first of the block when the recovery comes”.
25:50 – “We aim to come out of the crisis as an industry leader”.

26:57 – PART VII: What Can Other Firms Learn from SIA?
27:26 – Recommendations for hyper-competitive industries.
27:40 – Customers are front and centre!
28:10 – Service recovery
28:58 – Resilience, innovation & agility
29:08 – Financial stability & raising funds
30:06 – Agility, planning & speed of making decisions
31:14 – Choon Phong, thank you so much for this interview!