Singapore Airlines is a major global airline headquartered in Singapore with its main hub at Singapore Changi airport. Singapore Airlines flies to 78 cities in 32 countries across 5 continents.
When someone’s looking for an international flight, especially one that can fly through Singapore or southeast Asia, they will often consider Singapore Airlines as an option because of its widespread availability and several flight options to choose from.
In this article, we’ll study the Singapore Airlines target market and understand the types of people who choose to fly this airline and the circumstances under which they do so.
Who is the Singapore Airlines target market?
People who choose to travel by air have many different airline options to choose from. Singapore Airlines is one such option, especially for people traveling to, from or through Singapore.
One of the best ways to understand the Singapore Airlines target market is to segment this market based on the type of passengers that use it and then study the needs, wants, motivations and drivers of each of these segments.
The Singapore Airlines target market can be divided into the following customer segments:
- Single Travelers
- Families with small children
- Group Travelers
- Elderly Travelers
- Business Travelers
- Leisure Travelers
Let’s look closely at each of these segments of potential customers of Singapore Airlines.
#1. Single Travelers
Single travelers are people who are traveling alone. They may be doing so for business or leisure reasons, but they do not have any companions with them on the flight.
Single Travelers are typically looking for the quickest and most convenient way to travel. They are often willing to pay a premium for flights that offer more amenities, such as Wi-Fi, in-flight entertainment, and power outlets.
Singapore Airlines offers a variety of flight options for single travelers, including non-stop flights, connecting flights, and red-eye flights.
Singapore Airlines also offers a variety of amenities such as Wi-Fi, in-flight entertainment, and power outlets which can be attractive to single travelers.
#2. Families with small children
Families with small children are a key target market for airlines. These families are often looking for flights that offer good value for money, as they are often traveling on smaller budgets per head than single travelers.
Families with small children also tend to prefer airlines that offer child-friendly amenities, such as in-flight entertainment and meals. Families like choosing Singapore Airlines for these reasons, as Singapore Airlines offers a variety of child-friendly amenities.
#3. Group Travelers
Group travelers are people who are traveling together in a group. They may be doing so for business or leisure, but they usually have at least one other person with them on the flight. Group travelers can be attracted to package deals including flight, hotel and meals, and will often book through travel agencies.
When people travel in a group, decisions about which airline to fly are often made by the person who is organizing the trip or a travel agency or a tour operator. So, while the members of the travel group are a Singapore Airlines target market, they may not be the ones who choose Singapore Airlines as the airline of choice for their trip.
#4. Elderly Travelers
Elderly travelers tend to prefer comfort if they can afford it. Sometimes they require special assistance getting to and from the aircraft and across the airport. Elderly travelers also tend to travel less and so may be willing to spend more on flights that offer a better experience.
Singapore Airlines targets these passengers by offering discounted rates and special amenities, such as wheelchair assistance. They also offer a variety of other services that can be attractive to elderly travelers, such as in-flight entertainment and Wi-Fi.
#5. Business Travelers
Business travelers are people who travel for work-related reasons and make up a primary segment of the Singapore Airlines target market. They often have strict schedules to keep and need to book flights that offer the most convenient departure and arrival times.
They often have to travel at short notice and so they tend to book flights that offer more flexibility, such as refundable tickets and changeable dates.
Business travelers also often need to fly during peak hours, so they are willing to pay a premium for flights that offer more convenience. They also need to be able to work while they are in the air, so they often look for flights that offer Wi-Fi and power outlets.
Business travelers will often choose Singapore Airlines for its convenient flight times, refundable tickets, and changeable dates. Singapore Airlines also offers a variety of amenities that can be attractive to business travelers like a lounge to work in before the flight, Wi-Fi, and power outlets.
#6. Leisure Travelers
Leisure travelers are people who are traveling for leisure or pleasure. They want to find flights that offer good value for money, as they may be traveling on a budget. They often have more time on their hands and are not as restricted by schedules as are business travelers.
The exception to this is when leisure travelers are also small families in which case, they may have travel date restrictions related to school holidays.
Leisure travelers are often attracted to destinations that offer a good mix of culture, relaxation, and nightlife. They may also look for flights that offer stopovers in interesting places so they can explore more places during the same trip.
Leisure travelers are also a big Singapore Airlines target market because of the airline’s vast domestic and international network.
Conclusion
The Singapore Airlines target market includes a wide range of people looking for a reliable and comfortable flying experience. Singapore Airlines offers a variety of services and amenities that can be attractive to different groups of travelers.
People who fly on Singapore Airlines can be segmented into different categories like single travelers, families, groups, business travelers, and leisure travelers.
These travelers select a flight not based on the flight cost alone but also based on convenience, flying comfort, reputation, safety record, and the services and amenities offered by Singapore Airlines.