SINGAPORE AIRLINES Singapore Airlines (SIA) has been consistently recognized as the world's "best" airline, in large part due to its stellar marketing.

SINGAPORE AIRLINES update its Web site monthly to keep up to date. Famous for pampering passengers, it continually strives to create a "wow effect" and surpass customers' expectations.

SINGAPORE AIRLINES was the first to launch on-demand entertainment systems in all classes, Dolby sound systems, and a book-the-cook service that allows business- and first-class passengers to order meals before boarding.

SINGAPORE AIRLINES recruits receive four months of training, twice the industry average, and existing staff get nearly three weeks of refresher training a year (costing $70 million)

SINGAPORE AIRLINES with its stellar reputation, the career attracts some of the best local graduates and staff each flight with more attendants and other cabin crew members than other airlines.

SINGAPORE AIRLINES applies a 40-30-30 rule: 40 per cent of resources go to training and motivating staff, 30 per cent to reviewing processes and procedures and 30 per cent to creating new product and service ideas.