Singapore Airlines (SIA) has for decades been the benchmark for its unapologetic premium brand, highly trained and recognizable cabin staff, and top-drawer inflight and land-based services. During the 1970s and ’80s the airline reigned supreme. But the world has altered drastically over the last four decades; the Singapore flag carrier is finding it can no longer rely on lie-flat seats and attentive young women to convince travelers to pay a premium to fly SIA. “The industry is ...

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