What are Mission Vision & Core Values of Singapore Airlines Company?

The mission's core element is delivering top-tier customer service. SIA consistently strives to exceed passenger expectations, as evidenced by its numerous accolades, including being named 'World's Best Cabin Staff' by Skytrax. This commitment is not just about in-flight experience; it encompasses all touchpoints, from booking to baggage handling.

SIA's mission is executed on a global scale. With a vast network spanning North Asia, Southeast Asia, Southwest Pacific, Europe, the Americas, West Asia, and Africa, the airline caters to a diverse international clientele. This extensive reach is critical to its revenue generation and market leadership.

Generating sufficient earnings is a key part of the SIA Company Goals. SIA aims to provide satisfactory returns to shareholders and invest in future growth. This is demonstrated by its record revenues of $19.54 billion in FY2024/25 and its ongoing investments in modern aircraft and infrastructure.

Safety and reliability are fundamental to SIA's mission. SIA maintains a modern fleet with an average age of seven years and eight months as of March 31, 2025. This commitment to a young fleet and rigorous maintenance ensures passenger safety and operational reliability, which are essential for maintaining customer trust and loyalty.

The mission statement emphasizes the importance of human resources. SIA aims to attract, develop, motivate, and retain employees. This focus on employee well-being and professional growth is crucial for delivering superior customer service and achieving the company's strategic objectives.

Maximizing productivity and resource utilization is a key component of SIA's mission. SIA strives to operate efficiently, balancing high-quality service with economical operations. This focus on efficiency helps the airline remain competitive and profitable in the global aviation market.

The Singapore Airlines Vision is inherently forward-looking. It emphasizes long-term goals and ambitions, focusing on maintaining and enhancing its position in the global market. This includes continuous improvement in all aspects of its operations.

Innovation is a cornerstone of the SIA Company Goals. This includes introducing new cabin designs, enhancing digital customer services, and investing in a modern fleet. As of May 1, 2025, Singapore Airlines has 78 aircraft on order, demonstrating its commitment to technological advancement and future capacity.

While not explicitly stated in the vision, sustainability is an increasingly important factor. The airline is expected to integrate environmental considerations into its operations, aligning with global trends and consumer expectations. This helps to define the Singapore Airlines Strategic Objectives.

The SIA Corporate Philosophy is supported by robust financial performance. A record net profit of $2.8 billion in FY2024/25 provides a strong foundation for future investments and expansion. This financial health is crucial for realizing its long-term vision.

Consistent high rankings in global airline awards, such as being named the world's second-best airline by Skytrax in 2025, validate the realism of its aspirational goals. Being a top 50 most admired company by Fortune further reinforces its position.

The vision encompasses maintaining and expanding its global presence. This includes serving a wide range of destinations and catering to diverse customer needs. To understand how SIA positions itself against its rivals, consider the Competitors Landscape of Singapore Airlines.

The Singapore Airlines Vision of maintaining global leadership and expanding its network is a driving force behind its strategic market expansion initiatives. SIA aims to increase its global footprint and market share.

In the 2025 Northern Summer operating season (March 30, 2025, to October 25, 2025), SIA is increasing flight frequencies and boosting passenger capacity to popular destinations such as London (Gatwick), Rome, Barcelona, and Milan. This expansion reflects SIA's ambition for global reach and market presence.

SIA is expanding its network in mainland China to 7 cities and 8 airports with 98 flights per week. This strategic move capitalizes on the growing demand for air travel in the region.

Partnerships and acquisitions are strategically guided by SIA's vision for sustainable growth and market influence. These moves are crucial for strengthening its market position.

The merger of Vistara with Air India in November 2024, resulting in Singapore Airlines holding a 25.1% stake in the enlarged Air India Group, is a strategic move to strengthen its footprint in a key market while remaining competitive. This decision aligns with their long-term vision for sustainable growth and market influence.

In response to industry challenges like heightened competition and cost pressures, Singapore Airlines' mission and vision drive their focus on cost management measures, including digitalization and productivity improvement initiatives, to mitigate rising expenditures. SIA is constantly seeking ways to improve operational efficiency.

Leadership plays a crucial role in reinforcing Singapore Airlines' mission, vision, and core values. The CEO, Goh Choon Phong, consistently articulates the airline's commitment to setting new standards and maintaining industry leadership, which permeates the organizational culture. This top-down emphasis ensures that employees understand and embody the company's guiding principles.

The mission and vision are communicated to all stakeholders through various channels. This includes official financial reports, investor presentations, and public relations announcements, which highlight their strategic priorities and achievements, ensuring transparency and alignment.

Concrete examples of alignment between stated values and actual business practices are abundant. The meticulous recruitment process that focuses on character and a sincere desire to serve, followed by extensive training, directly supports their value of service excellence. Furthermore, the transparent profit-sharing system, which rewarded employees with a 7.45-month bonus in 2024, reinforces their people-centric approach and motivates staff to contribute to the company's success.

Singapore Airlines utilizes formal programs and systems to ensure continuous alignment with its mission and vision across all departments. These include its established People Strategy and ongoing digitalization and productivity improvement initiatives.