Singapore Airlines 777x

Aside from a new regional flat bed Business Class for its upcoming Boeing 737 MAX narrow-body aircraft, the next major evolution for Singapore Airlines’ First and Business Class seats will be unveiled with brand new products designed for the Boeing 777X series. Singapore Airlines made a commitment to purchase 20 Boeing 777-9s back in February. The debut of Singapore Airlines' Boeing 777-9 is expected to coincide with all-new designs for first class and business class. The Star Alliance member's current Boeing 777-300ER first class.

Almost four years ago, Singapore Airlines agreed to buy 20 Boeing 777-9s. Better known as 777Xs, the then untested plane was promising big things. But a lot has happened in the time since. That’s seen the Singapore Airlines 777X order take a few twists and turns along the way.

Current Boeing 777X customers consist of All Nippon Airways, British Airways, Cathay Pacific, Emirates, Etihad, Lufthansa, Qatar Airways and Singapore Airlines. However, throughout the COVID-19 aviation downturn, various customers have held conversations with Boeing about reducing or deferring deliveries, until global travel demand starts to. Etihad was one of the first airlines to order the Boeing 777X. Photo: Boeing 4. Cathay Pacific has the fourth-largest 777X order on Boeing’s books, but only just. The Hong Kong-based carrier is expecting 21 of the new aircraft. Cathay’s order was placed on December 20th, 2013. Lufthansa/ANA/Singapore Airlines. Singapore Airlines (SGX:C6L) is reportedly comparing the Boeing (NYSE:BA) 777X and Airbus's (EPA:AIR) A350 at the ongoing air show in Singapore as the Asian carrier mulls a potential order of 40.

The order, made in February 2017, was a double deal. Singapore Airlines wanted some more Dreamliners as well. All up, the buy was valued at US$13.8 billion based on published list prices.

“We are continuing to invest for the future of the SIA Group,” said Singapore Airlines CEO, Mr Goh Choon Phong at the time.

Back then, the 777Xs were due to start landing in Singapore from the 2021/22 financial year.

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777X delays may be a blessing in disguise for Singapore Airlines

The trials and tribulations of the 777X are well-known. In 2011, Boeing anticipated the 777X to be flying by 2017/18. One year later, that was pushed back to 2019 amid claims of a parsimonious, risk-averse, and backpedaling culture at Boeing that was putting the brakes on the plane’s design and initial production.

As it turned out, the first test flight of Boeing’s 777X didn’t occur until January 2020. Boeing now hopes commercial production will begin next year, with the first deliveries slated to start in 2022.

Before the travel downturn, that wasn’t really the kind of news Singapore Airlines wanted to hear. But as 2020 grinds to an end, the delay may be a blessing in disguise for the airline (and other airlines who have ordered the 777X).

Philippine Airlines 777x

Earlier this year, before the downturn kicked in, Singapore Airlines was keeping the faith in the 777X. It was planning to use the new planes to replace older Boeing 777-300ERs and at the same time introduce the next generation of Singapore Airlines’ seats.

“We believe when we launch it, we will set an industry-standard… [Singapore Airlines will] be going out to our consumers and customers to get better ideas about what it is they really want in the next quantum leap of service and product,” said Goh Choon Phong earlier this year.

Travel downturn curbs Singapore Airlines’ ambitions

By the middle of 2020, the gloss was wearing off as the travel downturn radically curtailed Singapore Airlines flights and revenue.

“We continue to engage aircraft manufacturers to negotiate adjustments to the delivery stream of existing aircraft orders,” Singapore Airlines said in a media statement.

While demand remains patchy, Singapore Airlines is now cautiously optimistic there is some light on the horizon. It says passengers are becoming more confident about traveling as border restrictions ease and a vaccine appears to be around the corner.

Singapore Airlines 777 First Class

Singapore Airlines 777 300er

But Singapore Airlines doesn’t think passenger demand will return to 2019 levels before 2024. With that in mind, it has quietly shelved plans to use the 777X to rollout new seats in its premium cabins.

The move was hardly a surprise. In a cash-constrained environment, spending huge amounts of money installing new seats is unlikely to be a priority at any airline right now.

Singapore Airlines 777x First Class

But Singapore Airlines is holding firm on its 777X order. Boeing’s order book was recently updated, and the Singapore Airlines order sits among a handful of airlines who’ve ordered the plane. After a very protracted birth, Boeing promises the 777X will be the most efficient twin-engine commercial jet in the world with the lowest operating cost per seat of any commercial airplane. For a long-haul airline feeling considerable financial pain, that could be the perfect plane.