Customers flying between Singapore and London have become the first to experience Singapore Airlines’ next generation of cabin products, with the entry into service of the first aircraft equipped with the new seats and in-flight entertainment system.

The new products, which are set to be the industry benchmark for premium air travel, are being introduced on an initial eight Boeing 777-300ER aircraft, the first of which was recently delivered by Boeing.

The aircraft entered service on flight SQ318, which departed for London at 12:45hrs on Friday and will operate selected flights between Singapore and London through the month of October. Flight frequency will be gradually increased as more aircraft enter service, with daily operations from late October.

Nearly $150 million is being invested in the new products on the initial eight B777-300ERs. The aircraft feature advanced in-flight entertainment system, with larger screens and touch-screen handsets, as well as more spacious and comfortable seats in First, Business and Economy classes.

The new Singapore Airlines Economy Class seat provides additional comfort, with increased personal space and legroom. Each seat, which features a refreshed contemporary fabric design, comes with new backrest seat cushions with side bolsters for enhanced back support. An ergonomically sculpted headrest cushion, with an increased range of height adjustments, offers more neck support.

Customers in economy class can enjoy the new KrisWorld in-flight entertainment experience on a larger 11.1-inch monitor, featuring a unique touch-screen graphical user interface (GUI) accompanied by a video touch-screen handset.

Meanwhile in business class, there is increased stowage space, there is now a place to stow a laptop computer, as well as amenity stowage areas on the side console and beside the monitor.

Other enhanced features include an 18-inch LCD screen and video touch-screen handset for customers to enjoy the next generation KrisWorld, as well as an all-in-one business panel with in-seat power supply, USB, iPod and HDMI ports.

Like the new First Class seat, the new Business Class seat boasts a floodlight reading light and LCD monitor on/off switch for added convenience.