SIA taps on increased travel demand with bundled discounted flights

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Singapore Airlines (SIA) has launched Flight Pass in collaboration with innovative travel provider Optiontown, allowing travellers to pre-purchase multiple flight tickets at a discount that can be used against future bookings. Tickets are sold in the form of travel credits which can later be used to redeem flights.

SIA told MARKETING-INTERACTIVE that the new offering comes on the back of increased travel demand; following the resumption of international travel and Singapore's Vaccinated Travel Lane (VTL) arrangements. The launch is also timely as travel remains highly dependent on the COVID-19 situation in each country - which continues to fluctuate. SIA declined to disclose the monetary value, the expected ROI and its marketing plans for Flight Pass.

Travellers may lock in discounted airfares for multiple flights, and decide on their travel dates at their convenience, subject to seat availability. The bundles can be customised based on parameters such as destinations, the number of flights, the travel period, and fare type.

Each credit is equivalent to a one-way trip. Additionally, the customisable time window for the travel credits allows travellers to enjoy cost savings by pooling together their travel with family or friends who plan on travelling to the same destination - even if on different departure dates. Unused credits will become invalid after the travel period selected, but can be extended for a fee. In the event of future travel restrictions, SIA said that it will provide assistance to travellers on a case-by-case basis.

Flight Pass is currently offered for direct flights between Singapore and France, Italy, South Korea, Spain, the Netherlands, and the UK; and will be progressively expanded to other countries in the SIA network. The flight credits can also be used on VTL flights.

Lee Lik Hsin, executive vice president commercial, Singapore Airlines said, "As more quarantine-free international travel flights become available, Flight Pass offers Singapore Airlines travellers greater flexibility and options when planning their trips. It allows them to enjoy greater cost savings by pooling their travel, and tailoring it according to their preferences. SIA will continue to find innovative ways to add value and offer even better choices for our travellers."

Last month, SIA launched a campaign, We Look Forward to Seeing You in the Air Again, to welcome customers back to air travel, following the ease of travel restrictions. This marked SIA’s first global strategic campaign since the pandemic started and the airline collaborated with Omnicom Group's TBWA\ and PHD. The campaign was marketed through online and international broadcast channels, print advertisements, and OOH activations. SIA declined to disclose the monetary value and the expected ROI of the campaign.

SIA told MARKETING-INTERACTIVE previously that the campaign comes as a promise to customers that they will continue to enjoy an enhanced travel experience with the airline, despite the changes brought about by COVID-19. The campaign also aims to assure customers that it has introduced a suite of health and safety initiatives with their safety and well-being in mind, alluding to the airline's efforts to provide a seamless customer experience, especially when travelling in the new normal.

Separately, SIA also broadened its offerings earlier this year with a digital travel experiences platform named Pelago to connect consumers to global and local cultures through at-destination experiences. There are currently more than 200 curated experiences on Pelago and each of them are carefully curated to meet the needs of consumers in Asia Pacific, from group types such as singles, families and couples.

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