Tiger goes ‘premium’ at Singapore Airport, for $SG 48
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The cut throat low fare fight in Asia today saw Tiger invade the premium patch, and make high fare travellers scratch their heads, by offering an all in one food, drink and hot shower package at Singapore’s Changi Airport
Public domain glimpse of the SATS Lounge at Changi
In a move that might shock some full service fare paying passengers into reconsidering their choices in flying, Tiger Airways has gone ‘premium package’ at Singapore Airport, offering an all in one eat and drink all you like lounge experience plus hot showers for an extra $SG 48 for any of its customers catching a flight from Changi.
It is a text book case case of disruptive marketing for what is a furiously fought low fare war in Asia.
Use the term ‘premium’, which is associated with established brands like Singapore Airlines, or SilkAir, in relation to a cheap, pack-them-in-tight flying experience, and extend that association to an airport lounge experience that consumers think is the exclusive domain of ‘privileged’ frequent flyers.
It might work, although the impecunious and well informed among Changi regulars might not be impressed.
If Tiger has it right, this is likely to work rather better for the image conscious newly enabled air travellers of Asia than the infamously vulgar antics of Ryanair CEO Michael O’Leary in Europe, who apparently thinks a more jaded market will be attracted to his low cost product by threatening to put coin operated locks on his fleet’s toilets, and enforcing $160 penalties on customers who turn up for one of his flights without a self-printed boarding pass.
This is how Tiger describes it’s new Singapore Airport package.
Tiger Plus is a premium add-on service applicable for flights departing from Singapore, including Mandala and SEAir, and can be purchased at S$48 through the Tiger Airways website or at service desks at Changi Airport Terminal 2. This service includes access to SATS Premier Lounge at Changi Airport Terminal 2. Customers may opt for an Early Check-in service from 0400 hrs to 2359 hrs on the same day as their flight. Privileges include free flow of refreshments featuring local signature delights as well as a variety of beverages, shower facilities, luxurious and comfortable lounge seating with state-of-the art massage chairs, workstations with high-speed internet connectivity and wireless internet access, cable television, and a wide selection of international magazines and newspapers.
However regular users of Changi Airport will be able to find less costly options for a shower, and some refreshments if not a total smorgasboard, and even a roof top swimming pool. Tiger is packaging in a more convenient form, things that savvy backpackers have known about for a long time.
There is no word as yet as to whether Tiger Australia is about to aim for the Qantas Club or Virgin Lounge set with a similar deal. There is nothing quite like Changi Airport’s wide range of user pays or free amenities at the major Australian airports.
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I like this idea a lot.
One of the problems with mixing and matching airlines to get either the best deal or the best connection is that you can easily miss out on lounge access. Not many airports have options for travellers without lounge access. I’ve even had the experience of flying international business class but been denied access to the lounge because the next segment, flown by the same airline’s regional airline, doesn’t actually offer a business class ticket (and I was returning on business class a few days later)!
I tend to rate the entire end-to-end experience, rather than just the inflight ‘product’. I can happily do without a gazillion movies and games, but why can’t I pay a small fee on top of my ticket for one-off lounge access?
While the SATS lounge is decent, s$48 is a crazy price.
Priority Pass far better value for those with access.
Nothing beats the swimming pool at Changi when flying from Europe to Australia
This is hardly an original move by Tiger. AirAsia, a decidely LCC, has been offering a similar Red carpet service for two or three years. If anything, Tigers’ charges are on the high side – AirAsia charges RM 100 (around A$33).
I was surprised when Virgin opened its’ lounges that it didn’t offer a similar service – the plebs pay each time they visit while corporate account pax and lounge members get in free.
For those who aren’t aware of, a particular global charge card company (not too popular in Australia) offers compliementary access to SATS Preimer lounger in Singapre (as well as many lounges around the world)… if you happen to have that brand of card (via work or personnally), you can even save yourself S$48!
moa999: I think there are other paid-up lounges in Changi airport which accepts walk-in pax for less (I think S$25). Whether those ones are as good as SATS Preimer Lounge? I have no idea! Priority Pass is good (I have a complimentaty PP membership via my charge card program), except there are zero lounges accept in Australia and New Zealand
Papa Fox: Virgin did have their lounge open to Priority Pass members irrespective to which airlines to travel. Unfortunately when Virgin change from LCC model to more full service like within the last year ro two, they have terminate the agreement with Priority Pass for their lounge access…
With Qantas and Virgin dominates lounges around Australia (oops, I forgot Rex), and no easily accessable “3rd party” readily available, I think this makes Australian travellers less “freedom” to choose what airline to fly, as they would try to stay on a particular airline in order to maintain their FF tier membership, or ensure their paid-up lounge membership are utilised to its maximum effects.
Now that I know such things as swimming pools exist, the next visit to Changi will be a lot better.
“There is nothing quite like Changi Airport’s wide range of user pays or free amenities at the major Australian airports.”
Ain’t that the truth. Nor AFAIK at the gehenna that is Heathrow, come to that.
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