9 things I learned from the 2017 Singapore Airlines AGM

How do you become a millionaire?

Sir Richard Branson has the answer:

“If you want to be a millionaire, start with a billion dollars and launch a new airline.”

As the founder of three airlines, Sir Branson made this joke as a point to how challenging the airline industry can be.

Although more and more people are flying ever year, the industry is susceptible to intense price competition, volatile fuel prices, paralysing labour strikes, unpredictable weather conditions, and ongoing safety concerns.

Even as one of the top airlines in the world, Singapore Airlines Limited (SIA) (SGX: C6L) is not immune to the myriad challenges faced by the industry. The SIA group reported a 55.2% drop in net profit to S$360 million in its latest 2016/17 financial year. Operating profit also fell 8.5% to S$623 million as group revenues continue to decrease over the last three years.

It was against this bleak backdrop that I attended SIA’s 2017 AGM. How does the management plan to tackle the challenges faced by the group and improve its results?

Here are nine things I learned from the 2017 Singapore Airlines AGM:

1. The airline industry is becoming intensely competitive. The Middle Eastern airlines (i.e. Emirates, Etihad Airways, and Qatar Airways) are growing aggressively while the Chinese carriers are starting to expand internationally. In Southeast Asia, low-cost carriers (LCCs) continue to grow steadily — according to CEO Goh Choon Phong, LCCs occupy over 50% market share in the region.

2. To face these challenges, SIA has set up a “Transformation Office” to manage the next stage of the group’s future growth. There are three areas of focus:

  • New traffic segments. SIA plans to grow its LCC segment with the recent merger of Scoot and Tigerair. As an integrated airline, Scoot now offers budget fights to 60 destinations across 17 countries, and plans to add more routes and aircraft in the coming years. The CEO said the merger also allows the SIA group to efficiently deploy its planes between the LLC and full-service segments to better match demand.
  • New geographies. As Singapore has virtually no domestic airline market, SIA needs to invest in foreign markets to tap on growth in other regions. The group has partnered with Nok Air in Thailand to establish NokScoot and with Tata Sons in India to establish Vistara. NokScoot is a low-cost medium- and long-haul airline which operates international services out of Bangkok. Vistara is an Indian domestic airline but plans to start international flights in 2018. The CEO said India is projected to be the third largest travel market in the world by 2025 and he sees immense potential there.
  • New adjacent businesses. SIA also looks at setting up adjacent businesses which leverage on the group’s competencies as an airline. For example, the Airbus Asia Training Centre is a US$100 million joint venture between Airbus and SIA. It is the largest Airbus flight crew training centre in the world and offers training courses for up to 10,000 flight crew trainees per year. The centre is open to all airlines and currently has 41 clients including SIA.

3. SIA is investing in new aircraft including the Boeing 777X and Airbus A350 Ultra-Long Range for future growth. The CEO explained the new aircraft have long range capabilities that allow SIA to expand its flight network. For example, the A350 Ultra-Long Range will allow SIA to restart its nonstop flights between Singapore and New York. SIA is, in fact, the launch customer for the A350 Ultra-Long Range and will be taking delivery in 2018. According to Senior Vice-President of Finance Stephen Barnes, SIA will be raising debt to finance the capital expenditure and is not considering any equity financing at this point.

4. A shareholder asked if the increased capital expenditure would affect SIA’s dividend. Chairman Peter Seah simply replied that SIA will try to pay a dividend that will remain attractive to shareholders. He added that times are challenging but the board will review the dividend policy when profitability improves. At the moment, SIA has no fixed percentage for its dividend payout.

5. A shareholder asked why the group’s staff costs have increased when revenue is falling. He pointed out that staff costs are one of the biggest expenses but is something management can control (unlike fuel prices). SVP Stephen Barnes noted that staff costs increased about 5% from the previous year and explained it was due to staff headcount also increasing by 5%. The increase came primarily from the Budget Aviation segment (i.e. Scoot and Tigerair) which is seeing strong growth and he expects staff numbers to increase as the segment continues to grow. The chairman added that although the management is conscious of managing its costs, it should never come at the expense of SIA’s service quality. The airline has long built a reputation for having top quality crew and service standards that have propelled SIA to the top of the airline industry.

6. A number of shareholders vigorously questioned the management on its fuel hedging strategy. SIA has lost over a billion dollars due to fuel hedging losses in the last two years — S$269.0 million in FY2016/17 and S$926.6 million in FY2015/16. The chairman explained that SIA hedges its fuel costs to minimize fluctuations in prices but nobody foresaw that oil prices would crash so drastically in the last few years. The enormous drop in oil prices resulted in SIA’s massive fuel hedging loss. He added that other airlines have been hit with a similar problem and the only exceptions are maybe the three Middle Eastern airlines that hail from oil-producing states. The chairman shared that the board has reviewed the group’s fuel hedging strategy and approved a new longer-term strategy based on current fuel prices. He acknowledged that some airlines choose not to hedge their fuel costs but the choice to hedge or not is debatable.

7. A shareholder recounted his negative experience of using his Krisflyer air miles to book a business class flight from Singapore to Shanghai. He made his booking two months in advance but was told it would be put in queue to allow full-paying customers on the flight first. He only received a confirmation one week before the scheduled flight. He reasoned that demand must be high for his booking to be confirmed so late but, to his surprise, the business class cabin was 90% empty when he boarded his flight! While an airline must understandably cater to paying customers first, he feels SIA should plan its seat inventory better and remember to treat its loyal Krisflyer members well. The CEO thanked him for his feedback and assured that SIA continues to value its Krisflyer customers who have earned miles with the airline. SIA will do more to ensure its inventory management is more accurate to allow Krisflyer members to utilize their miles better. He also shared that SIA has introduced more programmes for members to use their miles on and highlighted that the airline’s breakage (expired unredeemed air miles) has been reducing.

8. A shareholder asked if the board had done a strategic review to consider downsizing the group. He voiced his worries about the group’s falling revenue and cash flow coupled with the fact that SIA plans to take on more debt to finance its new planes, and feels that SIA can’t keep on expanding. The chairman assured him that SIA isn’t growing for the sake of growing and that downsizing doesn’t necessarily mean the group will become more profitable. Unlike the U.S. airlines that can rely on a large protected domestic market, he explained that SIA has no domestic market to speak of and has to compete globally. Therefore, the group’s quality of aircraft, crew, and service standards are all key to its success and survival. SIA also has to fly to a large number of destinations to provide regional and global connectivity to remain viable with global travellers.

9. A shareholder complained he had to visit the company’s offices and clear security procedures just to review the minutes of the AGMs. In the end, he decided it was too troublesome and contrasted this with the ease of accessing the local banks’ AGM minutes which are available online. He then asked Chairman Peter Seah (who is also chairman of DBS Bank) to implement the same policy at SIA to benefit shareholders who missed the AGMs. The chairman replied he had no issues with it and will discuss with the board. To that, I have only one thing to say: “Read The Fifth Person!” 😊

Liked our analysis of this AGM? Click here to view a complete list of AGMs we’ve attended »

Adam Wong is the editor-in-chief of The Fifth Person and author of the national bestseller Lucky Bastard! which made the Sunday Times Top 10 Bestseller's List in 2009 and Value Investing Made Easy which made the Kinokuniya Business Bestseller's List in 2013. In 2010, he appeared on U.S. national television on the morning show The Balancing Act. An avid investor himself, Adam shares his personal thoughts and opinions as he journals his investing journey online.

13 Comments

  1. wah siew

    August 2, 2017 at 10:01 am

    Thank you Mr Adam Wong for that insightful report after attending SIA annual general meeting and publishing it for the benefit of shareholders. Managing a national airline business profitably is challenging in the environment alongside budget carriers and feedback from my son who is an SIA pilot does not auger well – prices and in-flight services have to remain competitive and with intense competition from premium carrier like Emirates, it’s tough going forward.

    • Adam Wong

      August 2, 2017 at 1:44 pm

      Thanks! Yeah, it’s a tough industry to be in. Not an easy job for management.

  2. Jonathan Lloyd

    August 2, 2017 at 11:51 am

    I fly quite a bit (typically 8 or 9 times a year), and I used to be a regular SQ customer, especially when my employer was paying. These days I’m freelance/sole-trader and I’m flying on my own dollar. SQ are consistently too-expensive compared to their peers. Not just that, but the product isn’t really that much better then the competition. I’m sure that I’m not the only person who has noticed. I also don’t like the way that SQ has treated their frequent flyers in devaluing their points and making it difficult to use them. The story about the almost-empty business class cabin is something I’ve experienced myself – when SQ are telling us that there are no seats available for reward booking! Perhaps if SQ treated their best customers better they would be more loyal? I’m finding hard to justify the price difference compared to KLM, Delta or BA and I’m thinking others might be feeling the same.

    Another thing that concerns me is the number of brands they have for what are similar products. I’ve never understood the point of Silk Air. For a long time they flew some of the same routes as Singapore Airlines, and most of us know they’re a wholly owned subsidiary. Now I can see they’ve merged Scoot (which are really great value) with TigerAir (which have been pretty poor based on my direct experience). Why didn’t they streamline their branding to have just 2 products Singapore Airlines and Scoot? They could probably cut costs in both administration and marketing and pass some of these savings on to customers as more competitive prices!

    • Adam Wong

      August 2, 2017 at 2:02 pm

      Thanks Jonathan. You’re right about SilkAir — it’s supposed to be a full-service regional carrier but SIA flies many of its routes as well. Similarly, Tigerair was a budget regional carrier and Scoot a budget long-haul carrier and SIA saw fit to merge them in the end.

      It’d make more sense if we actually had a domestic market which SilkAir specifically fulfils while SIA operates internationally but we don’t. (Like the chairman said, “We can’t fly from Changi to Brash Basah.”) So SilkAir continues to suffer from ambiguous positioning as SIA cannibalizes some its routes.

    • AKT

      August 2, 2017 at 11:46 pm

      The SQ staff involved in misleading the Krysflyers members should be severely punished. He or she was not only dishonest but was untruthful to a good customer of SQ his/her employer. This must be exposed . SQ Chairman and CEO must be aware so that corrective action is taken .

      • Adam Wong

        August 3, 2017 at 9:10 am

        I believe the staff were simply following the protocol set by the management. If anything, the onus is on the management to improve its processes and policies so it’s easier for Krisflyers to benefit from their miles earned :)

        • AK

          August 3, 2017 at 9:25 am

          You’re right. Shouldn’t we thing of an effective way to expose this bad and unfair practice! This gives Singapore and Singapore Airline a bad name!

  3. Ho Seng

    August 2, 2017 at 1:53 pm

    Thank you Mr. Adam Wong,I like the analysis of the AGM, especially your remark at the end of your analysis, that is “Read the Fifth the Fifth Person ! ” Cheers

    • Adam Wong

      August 2, 2017 at 2:08 pm

      Thanks Ho Seng! Glad you liked the analysis and thanks for reading The Fifth Person! :)

  4. anna low

    August 4, 2017 at 6:13 pm

    SIA whole Board of Directors must be replaced. They are far too old, too set in their thinking, and not nimble enough to make changes to meet the intense competition.
    I’ve flown Emirates, and like their way of interacting with their customers through Email. Like when their business class have excess seats, they open up to Economy passengers to upgrade with a special attractive price addition. They have mentality, better sell the seats cheaply than having empty seats.
    Why E- commerce takes off well? In online transactions, customers want to take part in it. SIA management dun seem to understand this human psychology in doing business, this is biggest SIA’s setback.
    After flying Emirates, I sold out all my SIA shares.
    With such Management I have no confidence at all.

  5. Goy Soong Ngee

    August 7, 2017 at 8:04 am

    On item 9, it was more of a feedback, not a complaint.
    I was the one who commented on the matter. Here is the full text –

    My comments and question to newly appointed Chairman,
    Mr Peter Seah, on minutes of SIA AGM.

    9 years ago, I wrote to the company for a copy of the minutes of SIA AGM. The Company Secretary replied stating that as a share holder, I am entitled to inspect the minutes. However, to do so, I would have to go to Airline House, and security clearance arrangement made for me to get into the office building. I did not accept the offer as it was rather troublesome to travel to Airline House in Changi just to read the minutes.

    From what I know, the 3 top local banks allow anyone to access the minutes of AGM through online search. Full details of the minutes show the questions asked, and the replies and comments given on each of the resolutions.

    To me, this is a good move as it is transparent. And it allows the companies’ employees and share holders, especially those who, for one reason or another, are unable to attend the AGM to find out what were raised and discussed.

    My question to Chairman is –
    since you are also the Chairman of DBS, and the bank allows everyone and at any time to access its minutes of AGM online in full details, would you also consider implementing the same for SIA to follow.

    If not, at least consider allowing staff members to access the full minutes using a system restricted to staff use only. As employees of the company, I am sure they would be interested to read and find out what were raised and discussed at the company’s AGM.

    And, perhaps also consider allowing share holders who request for a copy of the minutes be sent one via email instead of asking them to go to the HQ to read the minutes.

    Chairman’s reply to my comments was that he will review the matter seriously.
    He said he is for transparency.

    • Adam Wong

      August 7, 2017 at 9:29 am

      Thanks for the feedback. Hopefully SIA decides to implement this policy for the benefit of shareholders. If not, you can always check us out if we attend the AGM for pointers.

      And hey! Thanks for reading The Fifth Person! :)

      • Goy Soong Ngee

        October 1, 2017 at 3:53 pm

        I thought you would like to know about a related matter on minutes of AGM. Here is the story.

        SGX 18th AGM
        Suntec City
        Thurs, 21 Sep 2017

        $16 fee for minutes of AGM

        I attended last year’s AGM and wanted to read the minutes of the meeting. But I couldn’t find the minutes online.

        So I queried the company and got a reply with attachment of the minutes. However, what surprised me was the mention of a $16 fee for the minutes. But there is a waiver of the fee for this year.

        My question was why is there a need to impose a fee on share holders when, for example, the 3 top local banks allow anyone at any time to read the AGM minutes online for free.

        SGX is a regulatory body and should be transparent with its minutes and not impose a fee. Doing so would only set a not good example for other public listed companies to follow suit.

        In reply, the Company Secretary tried to explain why it is necessary to impose a fee for the minutes. However, before she could complete explaining, the new Chairman (Kwa Chong Seng) quickly and decisively said no fees will be imposed at all.

        I was pleased with the Chairman’s reply and thanked him for the decision made.

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