Singapore Airlines' cabin redesign sparks mixed reaction on social media

Singapore Airlines is promoting its revamped cabin interiors across First, Business, Premium Economy and Economy classes, with the redesign expected to enter service in the second half of 2027 after an investment of more than SG$2 billion. Influencers such as Munah Bagharib and Bellywellyjelly posted first-look videos, but the response on platforms like Instagram and TikTok has been divided.

Some creators welcomed features such as sliding doors in Business Class, while others questioned the aesthetic direction. DJ Jade Rasif posted a reel of the existing First Class cabin with a caption warning that the airline’s new look could become “ugly.” Former cabin crew member and influencer Darshen likened the new Business Class seats to “dental chairs,” saying, "> As a PPS Club member, I'm very loyal to you guys, but after seeing the new business class seats, it's very hard to be loyal. Please change the business class colour palette. It's not too late. We are the world's best airline, we must look classy."

US-based travel influencer Maxmilespoints also compared the Business Class seats to a doctor's examination chair and noted similarities to Spirit Airlines' colour scheme. He added, "> When you have that many cooks in the kitchen working on one project, you kind of lose that visual cohesiveness."

Social listening data from CARMA recorded negative sentiment at 49.4%, with design topics accounting for 38.2% of the conversation and the Business Class palette drawing the most attention. Truescope reported 113,392 engagements and about 3.47 million views for the cabin refresh content, with Business Class generating 40,506 engagements (35.7% of the total) and First Class 32,649 engagements (28.8%). TikTok drove the highest share of engagement, while Instagram logged roughly two million views and the most comments. Facebook discussions focused more on Economy Class comfort and fare concerns.

Truescope Singapore managing director Kelvin Koh said the reaction reflects a debate about expectations for a premium carrier rather than a rejection of the airline’s investment. "The social response is not a rejection of Singapore Airlines' investment. It is a debate about what people expect from a premium national carrier, and even many of the critics recognised the practical improvements in the new cabins," he said.

SIA executives defended the design choices. In a video shared by Australian creator The Points Wanderer, vice-president of product experience Ong Wah Li said customer feedback indicated a desire for a more contemporary look, adding, "> We spoke to our customers, and they said they wanted a more modern refreshed look. We worked with Designworks and Julia de Bono to come up with the colour palette that is modern and refreshed, yet elegant and refined that's suited to business travel."

Chief commercial officer Lee Lik Hsin emphasized that brand consistency extends beyond colour, stating, "> The cohesive customer experience for Singapore Airlines goes far beyond colour. It even goes far beyond a cabin. It is the end-to-end experience that we provide."

Designworks CEO Julia de Bono explained the Business Class palette as a blend of grey tones reminiscent of a business suit, white accents like linen, and yellow accents intended to add energy, describing the yellow as bringing "zestiness" to the cabin.

Industry observers noted the risk of diluting the airline’s visual identity. Vantage Branding managing director Simon Lee said the distinct designs give each cabin character but warned that Business Class might feel disconnected from the brand, adding, "> Business Class is a better product, with more space and more privacy, but if you showed it to me on its own, I'm not sure I'd guess the airline. And that matters, because Business Class is where most premium customers actually experience the brand."

Bonsey Design chief creative officer Jonathan Bonsey echoed the concern, observing that Business Class could appear as “another airline altogether” due to the strong automotive influence of Designworks. He argued that the challenge lies in ensuring each cabin feels part of a unified brand experience.

Marketing experts also highlighted a commercial rationale for distinct cabin personalities. ABrandADay founder Nafe Tong said the approach offers passengers clear reasons to upgrade, noting that ancillary collaborations with brands such as Sisley, Byredo and Ink & Water extend the airline’s experience beyond the flight.