SQ rolls out online booking facilities(1)

Singapore Airlines has rolled out full booking facilities on its website at singaporeair.com, a S$100 million (US$55.32 million) e-commerce development to be fully implemented over a three-year period.

Launching ahead of travel portal Travel Exchange Asia, in which it has a stake, singaporeair.com will feature online booking possibilities for all its 67 international destinations, 41 of which will have e-ticketing offerings.

The airline claims to be one of the world's first airline to offer such a diversity of international routings online.

The Singapore and the Americas sites are currently operational with full booking capabilities; the other 27 sites and nine new ones will be rolled out over the next three to four months.

All the fares featured on the websites will be "competitively-priced"; in markets where conditions allow, nett fares will be sold online, Walter Lee, Singapore Airline's vice president of e-commerce told TravelWeekly East.

All fares can be booked at any of the country sites but the local market fares will be protected by making sure that the fare sold is at the boarding point. Hence, a traveller from Los Angeles, for example, can book a Singapore-Bali ticket from the US but will be charged the Singapore market fares, said Lee.

When asked how the pricing structure will differ from that of TEA's when it launches, Lee said details have not been confirmed. However, he stressed the difference between the audience for both sites.

"Singaporeair.com will mainly target repeat customers, or our frequent flyer programme members. They would have already decided they want to fly on Singapore Airlines when they come to our site. Those who will go to TEA are those who want to shop around," said Lee.

Singaporeair.com's next phase will include other travel components including hotels and car rentals. It is currently in discussions with various travel partners. "We are looking for partners that offer the same level of service and quality as SIA," said Lee.

According to Emmanuel Allix, senior manager e-partnerships with SIA's ecommerce centre, SIA will work with direct suppliers as well as consolidators.

"It is just as important for us to find the right people," said Allix.

Lee said the objective of offering these additional services is to add further services to SIA's customers, and not to act as a travel agent.

"Again, this is for those who have already decided they want to fly on SIA. Then they may need to book a hotel, and rent a car as well," said Lee. "We are not trying to be an agent in any way."

Lee said he expects only a small shift of business away from travel agents, especially in FIT business.