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Singapore Airlines: Still a great way to work?

Changing labour market and new workforce expectations are a stress test for the airline’s model of service excellence

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    • SIA’s reliance on a largely Singapore-based workforce, while central to its identity, magnifies its exposure to domestic cost pressures and makes its labour model less flexible in responding to global trends.
    • SIA’s reliance on a largely Singapore-based workforce, while central to its identity, magnifies its exposure to domestic cost pressures and makes its labour model less flexible in responding to global trends. PHOTO: BT FILE

    Linus Benjamin Bauer

    Published Sat, Sep 27, 2025 · 07:00 AM

    FOR decades, Singapore Airlines (SIA) has been held up as the gold standard in global aviation. Its iconic cabin crew, impeccable service, and attention to detail have become synonymous with Asian hospitality in the skies. The airline’s consistent ranking among the world’s best is a testament to its unwavering commitment to service excellence.

    But beneath the polished surface lies a question the aviation industry, and SIA itself, must confront: Is this model of perfection sustainable in today’s evolving labour market realities?

    The foundation of SIA’s brand is the “Singapore Girl” – a symbol of grace, hospitality, and a refined service ethos. While the branding has been updated, the core expectation remains: near-flawless service delivered by a highly professional, meticulously trained cabin crew.

    Singapore AirlinesLabour MarketJobs and skills

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