In 2026, Singapore Airlines celebrates 20 years of uninterrupted presence in Barcelona. Kevin Lee, the airline's general manager for Spain and Portugal, reviews in conversation with The New Barcelona Post two decades of relationship with the city, the strategic role of El Prat, and why Barcelona (and not Madrid) has been the company's gateway to the Iberian market from the beginning.
--- You arrived in Barcelona in December 2024 to take charge of this position. The question is almost obligatory: how is it here?
--- It might sound like a cliché from someone who has been living in the city for a year, but I am in love with Barcelona. I am a Singaporean citizen, I have worked in different parts of the world, and what I have found here perfectly explains why leading the company for Spain and Portugal from Barcelona is such a desired position among my colleagues.
--- You manage two markets from a city that is not the capital of either of them. This is a singularity that is highly valued in Barcelona, as is your company's commitment from the beginning.
--- The commitment was clear from the start. Singapore Airlines decided to reach the Iberian Peninsula through Barcelona in 2006, and we have been here ever since. It's not about whims or politics: there was an interesting market, we saw potential, and we decided to establish ourselves.
--- What connects you to Barcelona?
--- A few days ago I was at Fitur and many people asked me not only when we would go to Madrid, but also why we hadn't opted for Madrid. The capital of Spain is in our expansion plans if, crunching the numbers, we see that it can be a profitable route. However, adding Madrid to our destinations would never be to the detriment of Barcelona, where we have felt very comfortable for two decades.
--- I understand that this comfort has solid arguments.
--- Without a doubt. Here, the airport manager has helped us a lot, and we have worked hand in hand with both Turisme de Barcelona and Turisme de Catalunya. We want to celebrate our 20 years of collaboration with a special event. In this city, everything adds up: from the large institutions to the small details. Everything has contributed to our uninterrupted presence here for so long.
--- When you talk about small details, what exactly are you referring to?
--- Evidently, having the support of tourism entities or Aena is essential. But we are also very grateful to the people who prepare the meals that will be served on board en route to Singapore, to the transport company and the drivers who transport our crews, to the hotels where they rest, and to all the local suppliers who collaborate with us. Many things revolve around an airline, and here there is a very close relationship of trust. We are happy and grateful.
--- If we look back, when you landed in Barcelona two decades ago, you offered three weekly flights with a stopover in Milan. Today you operate up to five, some of them direct. What has happened in this time? Who flies with you to El Prat today?
--- When we started, we operated with the Boeing 777, which for years was the largest plane that flew in Barcelona. The stopover in Milan responded to a commercial strategy to optimize the route, until the Barcelona and Catalonia market was mature enough to offer direct flights. For a time we combined both models, the pandemic arrived and we had to start almost from scratch. We only stopped flying for a few weeks and then resumed operations: first one weekly frequency, then more, again via Milan, until direct flights were recovered. In summer we operated up to five weekly non-stop flights. As for the passenger profile, thousands of Australians have discovered Europe arriving in Barcelona with us.
--- Although it sounds like a classic question: what differentiates Singapore Airlines from other companies that fly to Asia from Barcelona?
--- In the market there are airlines that offer up to three daily flights to their hub to connect with the rest of their network. We bet more on product quality than on the quantity of frequencies. Other companies do many things well, but Singapore Airlines historically has a special touch of class, of knowing how to do things with its own style. We have good hardware —planes, seat comfort, entertainment systems—, but above all excellent software: our people, in all positions.
--- Speaking of people, your predecessor already highlighted the quality of the team in Barcelona. Is that still the case?
--- Absolutely. It is one of our great values. Many people on the team have been with us practically since 2006. There is something that is sometimes not perceived from within the country itself: the professionalism and seriousness of the professionals in the air sector in Spain is impeccable.
--- You seem enthusiastic about Barcelona.
--- Without a doubt. I have a brilliant team, the city is wonderful, and I live here with my small family. Everything we have nearby is good. Furthermore, Singaporeans are passionate about food, and this place is an authentic gastronomic paradise. If we go back to the first question, this first year in Barcelona has been perfect.
--- How long would you like to stay here?
--- Hopefully a long time. In our position, in some cases, the maximum is seven years, although the average is usually between three and five. Rotation is part of our culture: knowing other markets, other positions, and other realities is key to being who we are. In addition to my time in operations in Singapore, I have represented the company in India, Germany, and Australia.
--- For a time, in addition to flying to Singapore, the airline connected Barcelona with São Paulo. Do you see it feasible to resume that route?
--- The Singapore–Barcelona–São Paulo was a milestone for us. Latin America has always been an interesting market, no matter how far it is from our country. It was a gamble that worked for a while. You should never say never, especially in aviation, but we currently do not see a commitment to Latin America via Barcelona in the immediate future.
--- Finally, what is sure to await us?
--- What is certain is that we will continue to be here and offer increasingly better services. At our hub in Changi, we are investing about 45 million dollars in improving the experience of premium passengers, in an airport that is already exceptional for everyone. In addition, we are renovating the cabins of 41 Airbus A350s, the model with which we currently fly to Barcelona. Between this year and 2030, all cabins will further improve aspects such as connectivity, entertainment, comfort, and service, without exception.