SIA Expands KrisConnect Programme To Further Enrich Customer Experience On Trade Partner Platforms

As part of Singapore Airlines' (SIA) efforts to deliver an enriched experience to customers, a wider range of fares and personalised content will be provided to its travel trade partners in Singapore from 1 April 2020. This comes via an expansion of SIA's KrisConnect Programme1, which leverages new distribution technology to make available improved content and functionality through partner platforms. In launching KrisConnect in 2018, SIA was one of the first airlines in Asia-Pacific to take advantage of this new technology.

Travel agencies that participate in the KrisConnect Programme will benefit from improved speed-to-market, access to the widest range of fare products including personalised content, and the ability to offer customised products to their customers, such as bundled packages and negotiated fare deals. This in turn elevates the booking experience for customers through increased levels of personalisation and recognition of KrisFlyer status.

The KrisConnect Programme leverages Application Program Interface (API) technology, including the industry-developed New Distribution Capability (NDC) standards. The National Association of Travel Agents Singapore (NATAS) and many key travel agency partners have expressed support for the KrisConnect Programme, seeing it as an opportunity to further enhance their customers' experience. (Please refer to Annex A for a list of quotes from key travel agency partners).

Through the KrisConnect Programme, travel agencies and other external partners can take advantage of multiple ways to access the new content and functionalities. SIA will make content available through traditional Global Distribution System partners such as Amadeus, Sabre and Travelport, as well as new technology partners such as Aaron Group, ATRIIS, HitchHiker, PKFARE, Travel Boutique Online, Travelfusion, TravelNDC and Verteil Technologies.

In addition, SIA's travel agent portal, AGENT 360, will be enhanced to allow travel agents direct access to content via the KrisConnect Programme.

SIA-appointed travel agents in Singapore have joined, or have expressed their commitment to join, the KrisConnect Programme including CWT, Chan Brothers, CTM, Corporate Travel Services, Ctrip, FCM Travel Solutions, Fortune Travel, Global Travel, New Shan, Pacific Arena and UOB Travel Planners. NATAS is also supportive of SIA's initiative to onboard its member agents into the KrisConnect Programme.

"We are pleased to be working closely with our industry partners to introduce new technology, and more importantly, the new products and service such technology enables, to better meet the needs of our customers," said Senior Vice President Sales and Marketing, Mr Campbell Wilson.

"Travellers' expectations, whether it relates to their experience in the air or on the ground, are constantly evolving. Expectations about how, where and when they can access information, their ability to quickly and efficiently execute desired actions, and the demand for greater personalisation, are all influenced by their experience with companies beyond the travel sector. The KrisConnect Programme, and the technology upon which it sits, is key to meeting those expectations, and SIA is pleased to be leading the change in Asia."