Singapore’s Changi Airport has long been a benchmark for excellence in aviation, but its evolution into a global lifestyle destination sets it apart. With 13 ‘World’s Best Airport’ titles by Skytrax (including a historic 7 consecutive wins and the latest this year in 2025), Changi Airport has cemented itself not just as a transit hub but as a must-visit attraction – blending seamless efficiency with immersive experiences.
The Jewel in Changi’s Crown: A Reinvention of Airport Branding
Since its 2019 debut, Jewel Changi Airport (a S$1.7 billion joint venture between Changi Airport Group and CapitaLand) has redefined airport positioning. More than just a mall, Jewel is a multi-sensory wonderland, featuring:
Jewel isn’t just for travelers — it is a magnet for locals, drawing over 50 million visitors annually (pre-pandemic statistics), proving that Changi Airport’s brand extends beyond aviation into lifestyle and entertainment.
Changi’s Latest Innovations (2023-2024)
1. Terminal 2 Expansion (2024 Reopening) – Adds automated immigration, AI-powered baggage handling, and a ‘Heritage Zone’ celebrating Singapore’s Peranakan culture
2. Sustainability Push – Solar panels, rainwater harvesting, and a ‘green wall’ in T2 reinforce Changi’s eco-conscious positioning
3. Digital Enhancements – Changi App 3.0 offers real-time queue monitoring, personalized retail offers, and AR navigation
4. New Airline Partnerships – Increased connectivity with Indian and Chinese carriers, reinforcing Changi’s role as Asia’s premier hub
Going beyond the clockwork efficiency of air transportation and baggage handling, an airport can be a place of rather turbulent mental and emotional experiences. Proudly termed as the ‘Changi Experience’, Changi Airport delivers effortless, and positive human-centric travel:
Continuously raising the bar, Singapore’s known trait of efficiency is showcased at the Changi Airport – a place that has become synonym to the Singapore national brand.
With every entry to the country, Singapore’s first ambassador, Changi Airport, greets you with knowledge and insider tips. Thoughtful and meticulous, every little detail and corner is not being overlooked; even the walls of the underpasses connecting the carparks and terminals are lined with hand-painted wall murals depicting local heritage scenes to create the sense of space. Through local brand showcases from TWG Tea to Bacha Coffee (if you didn’t already know these are homegrown Singaporean brands!) to microsites like ‘Now Boarding’ curating hidden Singaporean gems on a cultural journey to help you with the city’s exploration.
No matter how brief your stay is, the personable gestures and little surprising touches from this host will give you a glimpse into Singapore, and how to live like a local.
The faces of Changi Airport – are staff trained in the ritual of Ritz-Carlton-inspired service excellence; turning transactions into emotional connections. Recognizing that everyone is unique, the task is to engage with every single visitor to create good memories. Whether guiding lost travelers or recommending local eats, they embody Singapore’s famed hospitality.
World-class hardware without service with a human touch is just mechanical efficiency. Changi Airport is more than just a transportation hub and place of air transit. It is a place where positive emotions ride high and lasting memories are made.
With travel comes the inevitable delays, queues and wait in the airport. Unless you are in the lounges, time at the airport is typically deemed as boring, uncomfortable and expensive. But Changi Airport does the opposite – never fails to surprise and continuously challenge others to ‘rethink travel’ with an immersive experience including:
Changi’s ‘destination-first’ approach means travelers arrive early just to explore. With so much to do, there is something for everyone. What’s not to love about a candyland which has the comfort of a luxury resort, the excitement of a first-of-its-kind amusement park and the galore of a mega shopping complex?
Changi Airport’s success lies in constantly reimagining travel – not as a mere transit point, but as an unmissable destination in itself. While most airports focus on moving people, Changi Airport engages them, delights them, and keeps them coming back; without stepping back from efficiency, at its best.
With the ‘Changi Experience’, the airport has transformed from a travel hub into a global benchmark for experiential travel, rewriting the rules of what an airport can be.
By fostering a shared vision among employees and partners, Changi Airport ensures that every interaction, from check-in to departure, delivers seamless, world-class hospitality at scale. This culture of excellence doesn’t happen by accident—it’s purposefully cultivated, turning staff into proud ambassadors of the Changi Airport brand.
From the Jewel’s iconic Rain Vortex to immersive themed zones and cutting-edge retail, Changi Airport has lived up to its reputation of a vibrant universe with its own personality. Every detail is designed captivate, making travelers feel like they’ve stepped into a destination worth exploring, not just passing through. And Changi Airport continues to surprise…
As Terminal 5, future upgrades and expansions unfold, Changi Airport is no longer just leading the airport industry. It is transcending its category. Creating moments so compelling, the question is no longer “Why visit Changi?” but “Why wouldn’t you?”.
Jessalynn Chen
Managing Director, LABBRAND Singapore
Labbrand Singapore has certified consultants on board to navigate the Enterprise Development Grant (EDG) process to see how you can get up to 50% government grant from Enterprise Singapore (ESG) for EDG projects.
Labbrand Singapore is a registered Branding Strategy expert on GoBusiness IP Grow, the new Intangible Assets (IA) and Intellectual Property (IP) services platform launched in Singapore to help enterprises grow and protect their business globally.
This is developed in collaboration with the Ministry of Trade and Industry, the Government Technology Agency, the Smart National and Digital Government Office, the Intellectual Property Office of Singapore, and IPOS International.
Jessalynn is based in Singapore to lead the development and growth of Labbrand in the Southeast Asia region. Passionate about business transformation, experience creation, marketing strategies, brand innovation, placemaking and retail design, Jess has directed and delivered meaningful brand experiences, receiving awards and accolade recognition in 13 international competitions.
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