Singapore Airlines CEO open to review of new business class colours

Singapore Airlines chief executive Goh Choon Phong has signalled that the airline may revisit the colour scheme of its new business class seat after widespread criticism. He made the remarks at an employee town hall on Wednesday 11 November 2026, a week after the carrier unveiled its new cabins. Neither source reports a firm commitment to change anything.

What the CEO said

According to One Mile at a Time, which cites The Business Times, Goh was asked about the negative feedback on the seat design and replied: "we'll look at it, we'll see what's feasible." Live and Let's Fly quotes the same remark, with the wording "what is feasible".

Both outlets say Goh also expressed confidence that customers will come to like the seats once they experience the comfort and practical features. Live and Let's Fly stresses that he has not promised a redesign and that this is not a reversal. One Mile at a Time notes that seats are ordered long in advance, so a change is not necessarily straightforward, and says it would not count on one.

How the airline defended the design

One Mile at a Time reports that Chief Commercial Officer Lee Lik Hsin described the episode at the town hall as a good learning point, hoped customers would mind the colours less after flying the seat, and said "you can't please them all" in reference to the 80-20 rule.

At the launch, VP of Product Experience Ong Wah Li said the design responded to customer feedback. Both sources quote her describing it as modern and elegant; Live and Let's Fly says customer research had identified a wish for a more contemporary look. Live and Let's Fly also quotes Lee as saying a different colour palette does not create inconsistency. BMW Designworks designed the business class cabin, and its CEO Julia de Bono compared the look to a suit with a sneaker, according to One Mile at a Time.

The criticism

Both outlets are critical of the finishes. One Mile at a Time calls them cheap and mismatched with the rest of the cabin. Live and Let's Fly describes grey and black surfaces with bright yellow accents that evoke a hybrid of Spirit Airlines and Scoot, the budget subsidiary of Singapore Airlines. For more on the two carriers, see our Singapore Airlines vs Scoot comparison.

Live and Let's Fly contrasts the business class with the new first class suite, designed by PriestmanGoode, which it says keeps a recognisable Singapore Airlines identity through warmer finishes and batik details. It also welcomes functional improvements in business class, including a redesigned footwell. The article adds that Designworks has aviation experience, including work with STARLUX and EVA Air.

What this means for travellers

• The seat's functional features are not in dispute; the criticism concerns colours and finishes.
• No change has been announced, so travellers should expect the design as unveiled for now.
• Because of long seat ordering lead times, any adjustment may take time and might not apply to seats already ordered, though the sources do not confirm this.
• Live and Let's Fly does not expect the colours alone to push loyal passengers to other airlines.

It is not yet known what changes, if any, are feasible, or when seats will enter service.

Sources: One Mile at a Time; Live and Let's Fly.