SIA: WORLD'S BEST AIRLINE - FORGET THE BEAUTY CONTEST, THE LESSON NESSUMO IMPARA IS THE GULF WAR
Singapore Airlines has won the "World's Best Airlines" award for the nth time. Congratulations are well-deserved. But this has drawn Singaporeans critical of SIA's involvement in Air India to throw caustic remarks like "Wah now got so much money to help other people, hor." That is a double count of ignorance - of a strategic investment and of what this award is all about. This award measures passengers' perceptions of service, product and experience. Skytrax actually doesn't call it the "World's Best Airline". They call it the "Passenger's Choice Awards". It is a beauty contest, not a profitability race. Megan Young was crowned Miss World 2013 doesn't mean Philippines had the best GDP. SIA can win Skytrax's beauty contest. But shareholders don't invest for beauty. They invest for returns on capital. That is not to take away the immense marketing value of the award. In aviation, beauty is not the same as ec...