Digitalisation efforts could give SIA a much-needed boost, if done right

DIGITALISATION is going to shape the future of the airline industry.

Little wonder then, that Singapore Airlines (SIA), which is on a quest to reclaim the world's number one spot, is kicking its digital drive into high gear.

It is investing "hundreds of millions of dollars" towards building itself into a digital airline - efforts which come under the umbrella of its three-year transformation programme as it seeks to grow revenues, enhance operations and trim costs. This is against the backdrop of a highly competitive operating environment in South-east Asia, where yields are under pressure which, in turn, is impacting profitability.