The airline will open a new office on April 1 tasked with contacting agents throughout Europe.
Singapore Airlines is doing much more to reach out to off-line markets in Europe to promote the airline as well as to boost Singapore’s profile as a destination and an attractive stopover.
From April 1, the airline will expand its office in Amsterdam in the Netherlands where it will have a support team in place for travel agents from across Europe to contact, and which will actively reach out to agents throughout the continent.
“This dedicated team of four to five people will be tasked with looking for opportunities for Singapore Airlines and developing new traffic to be directed into the European airports we fly to,” explains Allan Hoffery, Singapore Airlines’ sales and communications manager for the Nordic countries.
In Scandinavia these include its longstanding destination in Copenhagen and a more recently established route to Stockholm, which flies via Moscow.
The team in the Netherlands will work with agents on the ground in the 17 off-line markets in Europe, including those in the Nordics and Baltics, to find ways to promote travel to Singapore either via the airline’s partners in the Star Alliance, such as Lufthansa, or even via low-cost carriers.
SIA’s own low-cost subsidiary Scoot has already announced flights between Singapore and Berlin to start in June, complementing its flights to Athens, and Berlin is easily reachable from countries across Europe.
These low-cost long-haul flights are in a two-class configuration, with the same luggage allowance as Singapore Airlines. The tickets can also be combined with flights operated by other carriers in the Singapore Airlines Group, which include the regional airline SilkAir.
The team will want to work with European agents to promote Singapore both as a destination in its own right and as the stopover for which it is already renowned, en route to Australia, New Zealand and countries across Asia.
A city-state whose tourist attractions are constantly changing, Singapore is a base for a rapidly evolving array of cruises around Asia. Singapore is also a favourite place for foodies, has a varied heritage of architecture, includes both a lively nightlife and peaceful rainforests, and is increasingly popular for families, for example at the theme parks and beaches on the resort islands of Sentosa.