SIA, NUS set up aviation lab to transform air travel experience

Singapore Airlines (SIA) and the National University of Singapore (NUS) have launched a new digital aviation corporate laboratory, which will co-create innovative technologies and solutions that would accelerate the digital transformation of Singapore’s aviation sector, and help redefine the air travel experience for passengers.

The SIA-NUS Digital Aviation Corporate Laboratory, which is a S$45 million (US$33.2 million) research facility jointly set up by SIA and NUS and supported by the National Research Foundation Singapore, is situated at the Innovation 4.0 Building at NUS Kent Ridge campus.

The US$33.2 million facility will develop solutions in digital services and revenue management, among others

In a joint media release, the companies said that the launch of the corporate laboratory “comes at an opportune time as the global aviation industry tackles the challenges brought about by the Covid-19 pandemic”.

“An acceleration of its digital transformation programme will help to keep SIA vibrant and nimble, and contribute towards the development of a digital aviation and travel technology community in Singapore,” they added.

SIA CEO Goh Choon Phong said: “By bringing together NUS’ wealth of research expertise and SIA’s knowledge and experience in the aviation sector, this corporate laboratory will strengthen our position at the forefront of digital innovation in the airline industry.

“It will lead to even more innovative solutions that can enhance the customer experience and travel journey, optimise revenue generation, and increase operational efficiency. Our collaboration with NUS will also reinforce Singapore’s position as a global aviation hub, with world-class research and cutting-edge technologies at the heart of our future development.”

The objectives of the corporate laboratory are to drive traveller-centric digital services, ensure security and safety in air travel, and enhance organisational effectiveness and workplace productivity for SIA and Singapore’s aviation sector.

Featuring state-of-the-art equipment and facilities, such as a cabin simulator and a cockpit simulator with augmented reality and virtual reality technologies, the corporate laboratory will embark on research activities in the following areas: revenue management and dynamic pricing, transforming competency and skill development, and employee wellness.

It will also focus on developing real environment cabin simulators to enhance customers’ comfort and sleep qualities, as well as developing specifications of new product and service protocols for enhanced customer service.

Over the next five years, the corporate laboratory expects to train more than 70 researchers and PhD students, who will play a critical role in fostering a resilient and long-term research and development, and engineering talent pipeline for Singapore’s aviation industry.

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