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'Singapore Girls' given 20 years to serve airline

In an era of cheap, no-frills travel, SIA has overhauled its marketing strategy to put fresh emphasis on its famed cabin service with the iconic 'Singapore Girl' in a figure-hugging batik uniform at the forefront
1 / 11In an era of cheap, no-frills travel, SIA has overhauled its marketing strategy to put fresh emphasis on its famed cabin service with the iconic 'Singapore Girl' in a figure-hugging batik uniform at the forefrontBloomberg
About 60 per cent of SIA's more than 7000 cabin crew are women, mostly from Singapore and Malaysia.
2 / 11About 60 per cent of SIA's more than 7000 cabin crew are women, mostly from Singapore and Malaysia.AFP
New flight attendants are only given five-year contracts to start with, enabling SIA to refresh the crew based on criteria such as 'a customer-oriented service attitude,' said Nicholas Ionides, the airline's spokesman.
3 / 11New flight attendants are only given five-year contracts to start with, enabling SIA to refresh the crew based on criteria such as 'a customer-oriented service attitude,' said Nicholas Ionides, the airline's spokesman.AFP
According to Singapore's Straits Times, most SIA female flight attendants are grounded between their late 30s and early 40s.
4 / 11According to Singapore's Straits Times, most SIA female flight attendants are grounded between their late 30s and early 40s.AFP
Recruits, whose average age is 24, are taught the basics of social etiquette, personal grooming, passenger handling and meal service, including food preparation and wine appreciation.
5 / 11Recruits, whose average age is 24, are taught the basics of social etiquette, personal grooming, passenger handling and meal service, including food preparation and wine appreciation.AFP
Each recruitment exercise held in Singapore typically draws 1000 applicants. The airline said it has no fixed quota for each intake and hires cabin crew on merit.
6 / 11Each recruitment exercise held in Singapore typically draws 1000 applicants. The airline said it has no fixed quota for each intake and hires cabin crew on merit.AFP
For SIA, the stakes have never been higher now that the carrier finds itself under fierce assault in the premium-travel segment from the likes of Emirates and Cathay Pacific.
7 / 11For SIA, the stakes have never been higher now that the carrier finds itself under fierce assault in the premium-travel segment from the likes of Emirates and Cathay Pacific.AFP
As more airlines begin taking delivery of the A380, or similar modern aircraft, Singapore's ability to differentiate through 'hardware' has waned, say analysts.
8 / 11As more airlines begin taking delivery of the A380, or similar modern aircraft, Singapore's ability to differentiate through 'hardware' has waned, say analysts.AP
Singapore Airlines cabin crew perform a land evacuation exercise from a mock-up plane as part of their safety training.
9 / 11Singapore Airlines cabin crew perform a land evacuation exercise from a mock-up plane as part of their safety training.AFP
Singapore Airlines cabin crew warm up before performing a land evacuation exercise from a mock-up plane.
10 / 11Singapore Airlines cabin crew warm up before performing a land evacuation exercise from a mock-up plane.AFP
Singapore Airlines cabin crew perform a land evacuation exercise from a mock-up plane.
11 / 11Singapore Airlines cabin crew perform a land evacuation exercise from a mock-up plane.AFP

Singapore Airlines stewardesses will now be able to fly well into their 50s after the airline agreed to add up to three years to their careers, the company said Monday.

Under the new agreement signed by Singapore Airlines (SIA) and the Singapore Airlines Staff Union, junior stewardesses -- who usually start working at 23 -- can fly for up to 20 years from 17 years previously, SIA said.

Those promoted to leading and chief stewardess rank can serve for up to 25 and 30 years respectively, up from 23 and 28 years previously.

Singapore Girls ... Singapore Airlines flight attendants will now be able to serve for three more years.Bloomberg
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The new rules also apply to male cabin crew who joined after 2004. Men who signed up before 2004 are allowed to work until they are 62.

The new agreement, which came into effect on May 9, "allows us to offer longer employment terms for all our employees", the airline said in an email. "At the same time, it will also help us to retain experienced cabin crew."

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The airline's flight attendants, who it has referred to as "Singapore Girls" since the 1970s, have long played a central role in the airline's advertising campaigns, despite critics labelling the marketing as outdated and sexist.

Frequent winners of travel industry awards for cabin crew service, the flight attendants are recruited from several Asian countries and wear distinctive uniforms with batik prints.

"People are living longer and starting families later, so the aim is to make sure our people stay employed longer," the Straits Times newspaper quoted SIA staff union president Tony Sim as saying.

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Sim also stated that the move was in line with the Singapore government's push to get people to extend their working lives.

SIA is under pressure from competitors in the high end of the market and is being buffeted by high fuel prices, global economic woes and budget carriers offering cheaper, no-frills flight.

The airline, considered a bellwether for the industry, announced last week that its full-year profit for 2011 slumped 69 percent year-on-year in only its third quarterly loss in the history of the company.

Net profit for the year to March plunged to Sg$336 million ($A267 million) on group revenues of Sg$14.86 billion, the carrier reported.

AFP

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