Singapore Airlines’ KrisFlyer Overhaul 2025

​Singapore Airlines (SIA) has unveiled a transformative revamp of its KrisFlyer frequent flyer programme, set to launch on 1 November 2025. This overhaul, featuring adjustments to mileage redemption rates and a new dynamic pricing model, has sparked a range of reactions among consumers, prompting a closer look at its implications for SIA’s market standing and investor confidence. As global capital markets keep a keen eye on consumer-driven sectors, the revamp’s impact on loyalty programme engagement and SIA’s competitive position is under scrutiny, with potential effects rippling through the airline’s financial health.

The KrisFlyer overhaul tweaks mileage requirements: business and suites/first saver awards rise 5% for Asia and Southwest Pacific flights, while economy saver awards drop 5%. Europe and US routes see a 5% hike, with 10-20% increases for Africa, the Middle East, and Turkey. Advantage rates climb 10-15%, with Zone 10 (Africa, Middle East, Turkey) up 5% (economy), 18% (business), and 15% (suites/first). CARMA data shows positive sentiment falling to 29.1% from 32.1%, with negative sentiment up to 16.4% from 11.2%, as many feel miles are “increasingly difficult and expensive to redeem” and “diminishing the value of miles.” - This could shift behaviour, especially for premium cabin flyers. In Singapore, where hikes concern locals, and Indonesia, with popular KrisFlyer cards, consumers explore rivals’ programmes. X posts hint at benefits for economy travellers on intra-Asia routes, but data is lacking. W

To counter the backlash, SIA is rolling out enhancements to KrisFlyer. From 1 November 2025, the “Access redemption” option lets members book confirmed flights with miles, even when standard seats are taken, using demand-based pricing. This aligns with industry trends towards flexibility, potentially boosting revenue on busy routes, though undisclosed pricing raises transparency concerns, with some speculating about peak-time mile inflation.

Q1 FY2025/26 saw SGD 4.79 billion revenue (up 1.5%) but a SGD 186 million net profit, down 58.8%, with a SGD 109 million fuel hedging loss. The 87.6% load factor and Airbus A350 retrofit (USD 825 million) show strength, yet premium market risks loom, with 48% of locals as KrisFlyer members. Dynamic pricing could boost revenue but may alienate loyalists. Post-November 2025 data will test SIA’s strategy.