CampaignTV: Singapore Airlines' Nicholas Ionides takes a long term view

In this interview sponsored by BBC Travel, Nicholas Ionides, vice-president of public affairs at Singapore Airlines, comments on how the brand responded to the great financial crisis, the lessons learned, priority markets going forward and regaining the confidence to grow.

According to Ionides, the brand has not changed focus following the financial crisis, but instead continue to invest in the product and services and focus on the premium end of the market

"We didn’t fundamentally change our business strategy," he said.

Singapore Airlines did however tweak its marketing starregy to cope with the reduction in demand, including cutting capacity by 10 to 11 per cent and encouraging people to travel through fare promotions and working with partners including tourist organisations.

In reponse to a question about lessons learned following the economic downturn, Ionides mentioned a continued focus on the product and taking a long term view.

He also credits competition in the industry with the airlines growth despite its small base in Singapore. He adds that growth is returning, which sees them adding capacity again, adding new destinations and increasing frequency on existing routes. Singapore Airlines recently started operating to Munich and added frequency to Moscow, Tokyo and Houston in response to growth in North Asia and Americas.

Like many companies, he says, Singapore Airlines is coming to terms with social media. He adds they are currently observing and trying to learn best practices, including testing Twitter in trial markets. The key focus however has been monitoring what people are saying about the brand.

Catch the first two episodes in the series here on Campaignasia.com, including Jean Forrest, general manager for marketing at The Peninsula and Maggie White, general manager of South, Southeast Asia and Gulf countries at Tourism Australia.

BBC.com launched its new travel site BBC.com/travel, in partnership with its sister company Lonely Planet.

"Our audience already loves the smart, sophisticated and well researched stories from the BBC. BBC Travel builds on our news and documentary heritage with outstanding travel journalism including Lonely Planet's rich stable of authors to inspire you to leave your desk and have an adventure whatever the destination," said Allan.

Visit www.bbc.com/travel.