Singapore Airline's Inflight Magazine SilverKris is now also available online

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1 July 2010, Singapore – Singapore Airlines, the flagship carrier for Singapore, widens it’s readership of SilverKris by going online. Readers will find in-depth travel features to the latest information on the hippest hotels, most talked about restaurants and stylish getaways, with just a click away on  Now you don’t have to fly every month so that you won’t miss out on the editorial features.

“Now in its 34th year, SilverKris, the travel magazine of Singapore Airlines, has come a long way. Over the years, the magazine has undergone several changes in terms of content and design to keep pace with our customers who are increasingly travel savvy. Launching an online version is a logical step forward,” said Mr Nicholas Ionides, Singapore Airlines’ Vice-President of Public Affairs.

Aside from regular columns such as “Discover”, which highlights little-known destinations, to “Insider”, which gives visitors insight into places from local residents themselves, travellers can get inspiration from internationally acclaimed contributors such as Tony Parsons and Pico Iyer, who share their travel highs and much more. Past issues of SilverKris may also be found on the website.

“We are excited about the new possibilities being offered by that will complement and benefit the magazine. Readers, for example, can use the website as a platform to share their travel experiences or snapshots with others,” said Ms Dora Tay, editor of SilverKris.

Deviating away from SilverKris, Singapore Airlines achieved a net profit attributable to equity holders of S$216 million for the financial year ended 31 March 2010.  Demand for air travel during the 1st half of last year declined because of the economic slowdown and the outbreak of Influenza A (H1N1).  The Grou p recorded a net lost attributable to equity holders of S$466 million for the 1st half of the financial year.

Despite difficult times, Singapore Airlines continued to invest in its long-term future by flyaing its flagship Airbus A380 to more destinations, rolling out a cabin renewal programme for selected Boeing 777 aircraft, and opening a new service centre in ION Orchard.

As market conditions improved in the 2nd half of the financial year, the Airline recorded higher passenger and cargo traffic.  Together with the S$404 million net profit in the 3rd quarter, the fourth quarter net profit of S$278 million reversed the S$466 million loss recorded in the first half of the financial year.

Business outlet in FY 2010-2011 is encouraging. However, sustainability of the recovery will depend on the world economy developments as well as business and consumer confidence.  The Airline plans to increase capacity in a measured manner in the new financial year including a new service to Tokyo’s Haneda Airport in October 2010, and increased frequencies to destinations such as Hong Kong, Seoul and New Delhi.

Extracted from the Singapore Airlines Limited Annual Report 2009/2010 –

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