Scoot wins three awards at the Asian Experience Awards 2026

A generative AI chatbot, redesigned booking platform, and digital workplace portal are transforming end-to-end journeys.

Scoot, the low-cost subsidiary of Singapore Airlines (SIA), came out on top at the Asian Experience Awards 2026, taking home top prizes for projects which transformed customer journeys, as well as improved operations and productivity through artificial intelligence and user-centric design.

For the second year running, Scoot received the Singapore Customer Experience of the Year - Airline award for its enhancements to its virtual chatbot, Marvie. Leveraging Generative Artificial Intelligence and human-centred design, Scoot has continued to enhance Marvie over the years, enabling it to address a broader range of complex customer queries. Aside from providing more personalised responses to customers, Marvie can now process voice notes on WhatsApp, supporting customers who prefer speaking to typing. The airline also incorporated AI-supported translations to assist Chinese-speaking customers, as well as leveraged agentic AI for Marvie to assist customers in checking and amending their flight booking details, or to guide travel discovery with a flight recommender feature. These enhancements increased self-service adoption and drove a 19-percentage point increase year-on-year in Marvie’s customer satisfaction scores in FY 2025/26.

Scoot also won the Singapore User Experience of the Year - Airline award for the second time, for its redesigned “Manage My Booking” platform. As part of the carrier’s ongoing effort to enhance its customer experience, Scoot will be launching the redesigned platform to simplify its customers’ pre-travel preparation process. Customers will have clearer updates at every stage of their travel journey through colour-coded indicators, along with terminal details and destination information. The platform also notifies passengers early if they need to visit an airport counter for in-person document verification or boarding pass collection. These enhancements will reduce the number of steps customers need to navigate during the booking process.

For the first time, Scoot was recognised in the Singapore Employee Experience of the Year - Airline category, for its digital workplace platform, Ground Portal. Designed for station managers, ground handling agents, and office staff, the platform centralises essential digital tools in one place, supporting day-to-day airport operations including disruption management, PNR searches, operational reporting, and providing access to passenger arrival information, station information, and inventory. It also features an artificial intelligence assistant called Airra, which assists users by providing immediate access to operational manuals and training data when prompted. By replacing paper-based processes with a digital platform accessible across multiple devices, Ground Portal has reduced administrative friction, improved synergy across teams, and consistently sustained high user satisfaction ratings of 4 out of 5 across global stations.

The Asian Experience Awards recognises the ingenious initiatives of creative companies delivering meaningful brand experiences. It applauds unique, standout, and innovative experience initiatives launched for clients, potential customers, or employees.

The Asian Experience Awards is presented by Asian Business Review Magazine. To view the full list of winners, click here. If you want to join the 2027 awards programme and be acclaimed for providing meaningful brand experiences to stakeholders, please contact the awards team at +(65) 3158 1386 or [email protected].