Singapore Airlines has stated it will remain true to its premium branding despite falling fares in the region due to heightened competition. Goh Choon Phong, SIA’s chief executive, said: “’For avoidance of doubt, I should point out categorically that there will be no change to SIA’s premium positioning, and no change to the fundamental values that drive SIA’s success. Safety will always be our number one priority, coupled with a zealous focus on our customers.” SIA is under threat from increasingly stiff competition, both regionally and globally. And even though SIA’s tickets can cost between 20 and 40% more than

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