fbpx

Will Singapore Airlines Price Drop? Evaluating Pricing Trends and Outlook

Goh Jun Cheng

Singapore Airlines is regarded as a premium carrier that can command high fares, especially in its home hub of Changi Airport. However, some are questioning if growing competition and soft travel demand may compel Singapore Airlines to lower its air ticket prices.

This article analyses pricing influences like operations costs, competition, oil prices and demand elasticity to assess if Singapore Airlines could institute fare reductions or discounts for certain routes or cabin classes.

While unlikely to ditch its premium branding, some selective price decreases may be adopted to stay competitive.

High Cost Base Challenges Price Cuts

As a full-service luxury airline, Singapore Airlines’ cost base is inherently higher than low-cost carriers (LCCs) like Scoot or Jetstar Asia. Its extensive onboard service, airport lounges, in-flight entertainment and spacious seating add expenses not incurred by no-frills carriers.

Singapore Airlines also pays higher wages to attract quality cabin crew. Its modern fleet requires substantial capital outlay. High fixed costs make it hard for Singapore Airlines to drastically cut fares without compromising quality.

However, efficiency improvements have lowered its cost per available seat kilometre. Adopting lighter seats and planes also aids fuel savings to partly offset expenses.

Alliances and Joint Ventures Support Pricing Power

Singapore Airlines’ membership in the Star Alliance and joint ventures with major carriers like Lufthansa enable coordinated pricing that maintains its premium branding.

With shared frequent flyer programmes and airport lounges, joint ventures incentivise airlines to avoid aggressive price wars on overlapping routes. But alliance members still retain pricing autonomy and individual commercial considerations can override alliance loyalty at times.

Overall though, its network of partnerships helps Singapore Airlines uphold high fares matched to premium service levels.

Competition with LCCs and Gulf Carriers

In its home market though, Singapore Airlines faces pricing pressure from rapidly expanding LCCs and Middle Eastern ‘superconnector’ airlines. Low-cost carriers like Jetstar, Scoot and AirAsia offer no-frills budget fares as low as $50 for short regional flights that compete with Singapore Airlines’ economy class.

Meanwhile, Emirates, Etihad and Qatar leverage their Dubai and Doha hubs to rival Singapore’s Changi Airport competitive position. Their lavish onboard product matches Singapore Airlines’ premium experience at lower prices. This pincer competitive threat makes cost containment and flexibility imperative for Singapore Airlines’ pricing.

Threat from Long-Haul LCCs

Long-haul low-cost carriers like Norwegian Air, Level and AirAsia X also challenge Singapore Airlines’ pricing power on routes to Europe and Australia. By offering one-way fares below $200 for flights spanning 12 hours or more, these nimble budget carriers have disrupted legacy airline economics.

Scoot, Singapore Airlines’ own low-cost subsidiary, also operates long-haul budget routes that compete with its parent company.

While masstige ‘lite’ products from Singapore Airlines offer simpler frills for lower fares, intense long-haul LCC competition still constrains its pricing freedom.

Oil Prices and Hedging Strategy

As jet fuel makes up almost 40% of costs for a full-service airline like Singapore Airlines, oil price fluctuations directly impact its bottom line. Surges in crude oil prices quickly raise operating expenses.

To mitigate oil price volatility, Singapore Airlines adopts oil hedging through futures contracts and swaps. By locking in fuel prices in advance, hedging provides cost certainty for fare pricing.

However, if oil prices fall below the futures contract rates, hedging could mean missed savings. Balancing hedge ratios and policies poses a constant challenge for managing fuel price risks.

Currency Shifts Creating Pricing Pressures

As an international airline earning diverse global revenues, exchange rate movements also affect Singapore Airlines’ fare pricing strategies. For example, the recently strong US dollar has inflated its dollar cost base, as most expenses like fuel and aircraft leasing are paid for in US dollars.

Meanwhile currency weakness in source markets like the UK, Europe, Japan and Australia reduces the value of ticket sales earned in those currencies.

Unfavourable currency swings squeeze margins and limit its ability to cut fares. Managing varied currency risks adds complexity to pricing decisions.

Demand Elasticity and Dynamic Pricing

Singapore Airlines leverages demand-based price differentiation to maximise revenues while maintaining high general price levels. It dynamically adjusts fares based on forecasted demand, booking loads and yield management.

Routes and classes with greater price elasticity see lower fares, while inelastic fliers pay premium rates. Business class fares get discounted to stimulate demand from economy travellers on packed planes. Such variable pricing helps Singapore Airlines tap both high-paying and price-conscious travellers.

But more agile LCCs are also masters of demand-based pricing today.

Route Profitability Affects Pricing Factors

Whether Singapore Airlines reduces prices also depends on the profitability of specific routes. Unprofitable routes may selectively see lowered fares to raise loads and revenue. Its ultra-long Newark and San Francisco routes likely see more discounting to viable traffic levels.

But strong premium demand routes like Singapore-London sustain high pricing power. Route-based pricing flexibility thus allows selective discounts while upholding its premium brand promise. Sustaining profitable routes also enables cross-subsidising of strategic but loss-making routes to maintain network breadth.

New Product Segments For Pricing Differentiation

Rather than across-the-board fare reductions, Singapore Airlines can differentiate pricing through new product variations. For example, its A380 medium-haul service features leaner service compared to flagship long-haul.

Scoot’s Boeing 787 business class and premium economy provide upsold options below its premium offerings. Continued cabin segmentation with ‘lite’ frills lets Singapore Airlines plug pricing gaps between economy and costly business class. It also entices economy travellers to upgrade with modest premiums over budget fares. But product proliferation risks confusing brand identity.

Loyalty Programmes as Pricing Reinforcement

Singapore Airlines’ extensive KrisFlyer loyalty programme bolsters its ability to maintain premium ticket prices. By rewarding frequent fliers with benefits like loyalty points, lounge access and priority services, KrisFlyer cultivates brand loyalty that reduces traveller price sensitivity. Its partnerships with major credit cards like DBS also enhance loyalty stickiness.

However, KrisFlyer benefits were deeply slashed during the pandemic, eroding some pricing power. Restoring loyal relationships will be pivotal to regaining yield management advantages.

Long-term Outlook for Pricing Trends

Barring severe external shocks, Singapore Airlines is unlikely to embark on deep price cuts in the near future given its premium positioning.

However, upward pressures on costs will necessitate calibrated pricing innovations. Initiatives like multi-branding, product variation, dynamic pricing and loyalty programmes will gain importance for price optimisation. Selective tactical discounts may be deployed for competitive edge.

But Singapore Airlines’ premium branding remains vital for its future viability. Therefore, while some pricing adaptation is inevitable, wholesale fare reductions that degrade its luxury experience are improbable barring dire losses.

Conclusion: Balancing Premium Brand and Competitiveness is Key

In conclusion, Singapore Airlines operates in an intensely competitive environment that strains its ability to lower prices. Its high cost base also offers limited room for fare cuts without eroding service levels.

However, calibrated pricing initiatives tailored to specific market segments and routes can help Singapore Airlines respond competitively while upholding its premier brand promise. The airline must continue striving to manage costs, differentiate products and build loyalty to preserve its hard-earned yield management capabilities.

With astute commercial strategy, Singapore Airlines can deliver premium value without resorting to across-the-board discounts. Its future hinges on judiciously balancing prestige and competitive pressures through targeted pricing excellence.

Leave a Comment