SINGAPORE (May 26): Singapore Airlines today is markedly different from what it was a decade ago. It has started budget operations, set up an overseas venture — Vistara in India — and gone into related businesses, such as setting up a pilot training centre with Airbus.

The SIA brand also continues to be synonymous with premium travel, setting the standard for inflight services globally and selling tickets at premium prices.

But SIA is struggling to make money and observers say it could be time for the carrier to set aside glamour and take a hard look at how to revive profitability.

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