Gulf carriers including Emirates, Qatar Airways, and Etihad have redefined premium air travel with world-class cabins, cutting-edge aircraft, and extensive global networks.
Yet, in an industry where luxury is increasingly standardized, the true differentiator is not just hard product but service excellence.
Singapore Airlines (SIA), a carrier with no domestic market, has consistently set the global benchmark for service excellence. At the heart of its success lies a deeply ingrained service culture, rigorous training, and a brand icon – the ‘Singapore Girl’ – that has embodied warmth and hospitality for over five decades.
To remove the Singapore Girl from SIA would be akin to removing Mickey Mouse from Disneyland – stripping away not just a brand element, but an entire legacy built on emotional connection, consistency, and cultural identity.
As Gulf carriers seek to sustain their premium positioning, they must ask: What can be learned from SIA’s service culture to deepen their competitive edge?
Beyond luxury: The power of service culture
The Gulf carriers dominate in hard product – Emirates’ A380 First Class showers, Qatar Airways’ Qsuite, and Etihad’s ultra-luxurious Residence suite have set new standards. Yet, product innovation can be replicated – but service culture cannot.
SIA has succeeded not just by offering luxury, but by making service its core differentiator. This stems from a culture deeply embedded in every aspect of its operations:
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Recruitment and training: SIA’s selection process is rigorous, with only a small fraction of applicants accepted. Once onboard, crew undergo four months of intensive training—one of the longest programs in the industry.
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Empowered crew and personalized services: Frontline employees are trained to anticipate and personalize customer needs proactively, rather than just follow scripted interactions.
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Consistency across cabins: Whether in First Class or Economy, SIA ensures a uniformly high standard of service. a critical aspect Gulf carriers can refine, particularly in Economy Class.
The ‘Singapore Girl’
Few airlines have successfully humanized their brand the way SIA has with the Singapore Girl. Introduced in 1972, the Singapore Girl, recognized by her signature Batik kebaya uniform, is more than a marketing symbol. She represents a service philosophy grounded in Asian hospitality, balancing grace, attentiveness, and professionalism.
While the Gulf carriers have their own brand ambassadors, none have achieved the same enduring emotional connection.
Gulf airlines could benefit from:
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A more defined Brand Persona: Gulf carriers project exclusivity but lack a human touchpoint comparable to the Singapore Girl. An iconic service ambassador, rooted in regional identity and hospitality traditions, could deepen their emotional brand appeal.
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Cultural storytelling: Just as the Singapore Girl evokes Southeast Asian elegance, Gulf airlines could draw inspiration from Arabian warmth and tradition, creating a distinct, personalized service identity.
Lessons in organizational culture: Service as Strategy
Singapore Airlines’ service excellence is not incidental; it is strategic and deeply embedded within its organizational culture. Gulf carriers, despite their rapid ascent, have room to strengthen this dimension.
Balancing service and efficiency
While Gulf carriers are renowned for premium service in First and Business Class, some inconsistencies appear in Economy, a contrast to SIA’s meticulous cabin-wide service culture. By instilling the same rigor in service training across all classes, Gulf carriers can elevate their overall experience.
Long-term investment in people
SIA invests heavily in continuous learning, ensuring crew remain at the forefront of service innovation. Gulf carriers, while offering world-class training, often face higher turnover rates. Greater focus on career development, empowerment, and long-term engagement could enhance consistency.
Competitive advantage of subtlety
SIA’s service is discreet yet proactive, focusing on understated luxury rather than overt opulence. Gulf carriers, known for grandeur, could integrate more personalized, intuitive service interactions, particularly in premium cabins, where emotional engagement matters most.
Sustaining excellence: What next for Gulf Airlines?
As Gulf carriers mature, their next phase of differentiation will go beyond opulence, it will be about creating an emotional connection with passengers. By drawing inspiration from Singapore Airlines, they can refine their service culture, consistency, and branding, ensuring long-term loyalty in an increasingly competitive landscape with existing players (e.g., Turkish Airlines) and new market entrants (e.g., RiyadhAir).
For airlines, true luxury is not just what passengers see, but how they feel. The Gulf carriers have mastered the former. The next step is perfecting the latter.
The writer is founder of BAA & Partners.