A Booking.com study found that 75 percent of global travelers sought authentic experiences that reflected local culture. Among Asian travelers, food ranked as the most sought-after vacation activity.
This trend was also reflected in Hilton’s global survey, which found that 50 percent of travelers booked restaurant reservations before their flights. Nearly one in five said they would travel specifically for restaurants or culinary experiences.
As food increasingly shapes travel decisions, airlines and hospitality brands are finding ways to engage customers through dining even before they reach their destinations.
In line with this, Singapore Airlines (SIA) partnered with Mastercard and Grand Hyatt Manila to launch Culinary Connections, a dining experience featuring dishes inspired by destinations across SIA’s global network.
“Food is one of the most universal ways to connect with culture, traditions, people, and stories. And when that experience is paired with thoughtful hospitality, it creates a sense of discovery and invites conversations,” general manager for the Philippines of Singapore Airlines Liwei Tai said during the media launch.
She added that Culinary Connections was SIA’s way of demonstrating to customers the airline’s commitment to offer “more meaningful experiences that extend beyond the cabin.”
Three destination-inspired dishes
Alongside The Grand Kitchen’s regular offerings, Culinary Connections gives diners new dishes to savor while learning about their history and cultural significance.
Curated by the chefs of The Grand Kitchen at Grand Hyatt Manila, Culinary Connections features three distinct dishes that highlight local flavors from different destinations across Singapore Airlines' network.
Otak-Otak combines spiced fish and coconut milk wrapped in banana leaf, with curry paste adding heat to the Southeast Asian delicacy, which is traditionally steamed or grilled.
Mee Pok pairs flat egg noodles with a tangy, spicy sauce, mushrooms, bean sprouts, ground beef and squid balls.
Rounding out the selection is Octopus Adobo, which combines tender octopus with a garlicky soy-vinegar sauce and Indonesian sambal for added heat.
Dining as an extension of the journey
Roger Habermacher, general manager of Grand Hyatt Manila, said the hotel seeks to create meaningful moments with its guests through every dining experience.
“Culinary Connections brings that philosophy to life by inviting guests to discover the flavors and stories of destinations from across Singapore Airlines' network via The Grand Kitchen,” he said.
Tai said the partnership was also part of SIA’s effort to understand its customers and deliver memorable experiences and value throughout their journey.
“For Singapore Airlines, it's about trying to understand our customers and making sure that whatever we offer to them is something that suits them,” she said during an interview with Insider PH.
Exclusive access for Mastercard cardholders
Beyond the featured dishes, KrisFlyer members and eligible Mastercard cardholders can access exclusive privileges, including promotional offers and miles-redemption options.
Jason Crasto, country manager for Mastercard Philippines, said the company aims to create value beyond secure and seamless payments by giving customers access to travel, dining and rewards experiences.
“Enabling secure, seamless payments will always be fundamental to what we do, but once that has been established, the question becomes ‘what else can payments make possible?’” he said.
Singapore Airlines customers can present an eligible Singapore Airlines e-ticket purchased with Mastercard within the promotion period to enjoy the Dine for 2, Pay for 1 promotion at P2,288 for lunch or P2,988 for dinner or Sunday lunch.
Meanwhile, KrisFlyer members can use KrisFlyer miles to redeem the dining experiences, with the option to upgrade refreshments to curated cocktails or mocktails using Mastercard.
KrisFlyer members can redeem the Culinary Connections promotion through KrisFlyerExperiences.com for 4,500 miles for lunch or 5,500 miles for dinner and Sunday lunch. Members must present their membership at The Grand Kitchen and pay with Mastercard.
Competing through the overall travel experience
Beyond the dining promotion, SIA is positioning the overall travel experience as a way to distinguish itself in a competitive airline market.
Tai said the airline believes value and premium service can go together as customers consider not only the price of a ticket but also the experience they receive on the ground and in the air.
“There's lots of great airlines here. So I think for us, it's how to deliver value,” Tai said.
By extending its services beyond the flight itself, the airline hopes to remain a preferred choice among Filipino travelers. —Ed: Corrie S. Narisma
Content Producer
