A journalist wrote DBS is now the most valuable brand. SIA has lost it brand goodwill. He put out his bad personal experience with SQ. In the forum another letter writer in on his bad experience as well. Straits Times trys to be balance and publish another that defended SQ. Competition in the airline industry is tough with the low cost flyers. SIA has also lost it way. The website is hard to use. Customer service is not like it was before. The cabin crews no longer as cheerful or happy. The gut wrenching cuts all the time to trim costs and reduce service "not valued". Unfortunately, the schedules of the competition are better. The booking is easier and simpler. All these improvements come with a better price.
SIA is still good with inflight service. The Raffles lounges are back. I like Raffles lounge than the current Singapore Airline Lounge. Sound so generic and plain. No differentiation with other airlines. I also think it is important to get a leader who is attuned to the customer. Current CEO is an excellent operations guy. He cuts costs well. Too well!
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