SIA and NUS launch SG$45m digital research facility to redefine travel experience in aviation

Singapore Airlines (SIA) and the National University of Singapore (NUS) have jointly launched the SIA-NUS Digital Aviation Corporate Laboratory. According to a statement by SIA, the SG$45 million research facility will be used to co-create innovative technologies and solutions that would accelerate the digital transformation of Singapore's aviation sector, and help redefine the air travel experience for passengers.

SIA said the launch of the laboratory comes at an opportune time as the global aviation industry tackles the challenges brought about by the COVID-19 pandemic. Accelerating its digital transformation programme will help to keep the airline vibrant and nimble, and contribute towards the development of a digital aviation and travel technology community in Singapore.

Some of the research that will be undertaken at the SIA-NUS laboratory include revenue and pricing management, deploying technology to enhance staff training and measure employees' wellbeing, as well as innovating new features to improve passengers' sleep and comfort, especially onboard long-haul flights. 

SIA CEO Goh Choon Phong added that its collaboration with NUS will also reinforce Singapore's position as a global aviation hub, with world-class research and cutting-edge technologies at the heart of our future development. "By bringing together NUS' wealth of research expertise and SIA's knowledge and experience in the aviation sector, this Corporate Laboratory will strengthen our position at the forefront of digital innovation in the airline industry. It will lead to even more innovative solutions that can enhance the customer experience and travel journey, optimise revenue generation, and increase operational efficiency," he said. 

The launch of the SIA-NUS laboratory comes after SIA launched its Digital Innovation Blueprint in 2018 to establish itself as a digital aviation and travel experience leader. SIA later entered into a partnership with NUS, with the latter as the airline's knowledge partner. The research facility, supported by the National Research Foundation Singapore, is the seventh such laboratory to be established at NUS, and the 19th in Singapore. 

NUS president professor Tan Eng Chye said that the innovative technologies developed from the research will redefine the air travel experience for passengers worldwide while accelerating the digital transformation of Singapore's aviation sector. "This significant collaboration will tap into NUS' deep-tech and multi-disciplinary research expertise across artificial intelligence, machine learning, data science, operations research and analytics, optimisation, sleep studies and industrial design, to deliver high-value and productivity improvements for SIA, our country's flagship carrier," he added. 

Separately, SIA partnered with 15 local retail brands in December last year to create and sell products made from upcycled aircraft parts; sourced from retired SIA aircraft. The products made from upcycled aircraft materials include furniture made from Business Class seats, cabin windows, and overhead compartments, as well as fashion apparel and accessories made from life vests, linen sourced from aircraft cushion covers, bedsheets, blankets, and tableware redesigned from decommissioned service ware. These products are being launched progressively and made available for sale on KrisShop.com.

Related articles:
SIA welcomes fans back to air travel with first global campaign since pandemic
SIA partners 15 SG retail brands to create products made from upcycled aircraft parts
NUS ad promising negotiation skills to fight Godzilla leads to application spike