Singapore Airlines shows off Scoot low cost brand
Scoot might get called the ‘custard express’ or something less flattering, but Singapore Airlines today showed off the logo and livery of its new longer haul low cost brand, coming to Australia sometime next year.
The name has been known for nearly two months, ever since Singapore Airlines registered it. The color is not quite the same as that used on the Tiger A320 fleet.
Today’s announcement doesn’t add much to earlier guidance, however it is important because Singapore Inc, so to speak, had made known its displeasure at the airline’s declining performance in terms of contributing to traffic numbers at Changi Airport or to its tourism industry.
Similarly Singapore Airlines investors, including the major government interest held by Temasek Holdings, had also become unhappy with its dismal attempts to make its short haul Tiger Airways low cost franchise into a credible answer to the success of Malaysia based budget carrier Air Asia and its long haul Air Asia X division or even mix it with the Qantas owned Jetstar operation and its puppet Jetstar Asia carrier which is based in Singapore and controlled by Qantas.
Scoot is going to be a huge success, or else!
This is what the official announcement says:
Scoot is short, sharp and snappy.
Starting in mid-2012 with a fleet of four B777-200 aircraft purchased from parent company, Singapore Airlines (SIA), we’ll offer no-frills service on medium to long haul routes to and from Singapore. We will be managed and run independently from SIA, and already operate from separate offices.
Adhering to the low-frills spirit that has proven so popular in short haul arenas in Asia and around the world, Scoot will offer great value airfares up to 40% less than legacy carriers. Guests will be empowered to customize travel to suit their personal requirements, partaking of only those elements they want and not subsidizing the choices of others. Meals, preferred seats and baggage, amongst many other items, will all be available for selection.
Scoot, which will operate from Changi Airport Terminal 2, will offer two cabins. Specific seats, cabin features and offerings are currently being evaluated.
Our first-year destinations will include Australasia, China and others – some routes being completely new, others new to no-frills airline operations. The specific cities will be progressively announced over the coming months as negotiations with airports and tourism bodies progress. Flights will open for booking in the early part of 2012.
“The team building Scoot is passionate about this new airline, what it stands for and how it can change the way people travel long distance,” said CEO Campbell Wilson. “We’re equally passionate about incorporating Scootitude into all that we do. It promises to be a fun and exciting ride”.
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