Scoot brings home two wins at the Asian Experience Awards 2025

The airline won the top prizes for the categories of Singapore Customer Experience of the Year - Airline and the Singapore User Experience of the Year - Airline.

Scoot was recently honoured at the prestigious Asian Experience Awards 2025, organised by Asian Business Review. One of Scoot’s projects focused on replacing static STA/STD flight displays with real-time ETA/ETD information across its web and mobile platforms, while the other project leveraged artificial intelligence (AI) to create a training platform called ConVerse AI to help its cabin crew simulate real-life and unscripted customer interactions.

Improving customer journeys

As part of Scoot’s ongoing effort to enhance the travel experience, the airline identified opportunities to strengthen how flight time information is communicated. Recognising the importance of reliable and consistent updates, Scoot launched this project to ensure a more enjoyable and seamless experience for its customers. Insights from surveys, call centre interactions, and usability testing highlighted that customers would benefit from unified messaging across digital platforms, and tend to feel more confident throughout their travel journey.

Scoot’s UX team first mapped out its customer journey and identified exact touchpoints where real-time updates mattered most. Then, the team redesigned Scoot’s Manage My Booking and Booking Confirmation pages on its web and mobile platforms, specifically placing the real-time ETA/ETD next to the flight’s STA/STD, colour-coded and clearly labelled “retimed” to enhance customers’ understanding of their flight timings. The team also worked with Scoot’s flight operations and grounds departments to source and sync real-time operational data for upload on the front-end platforms.

Through this project, Scoot achieved a 9% improvement in its Customer Effort Score (a measure of how easy it is for customers to complete a task or resolve an issue) over three months and a 6% increase in its Customer Satisfaction Score (a measure of how happy customers are with their overall experience) in the same period. Verbatims from customer feedback also indicated greater trust in Scoot’s digital platforms. In recognition of its innovation, Scoot received the Singapore Customer Experience of the Year – Airline award for this project.

Boosting crew confidence and service excellence

ConVerse AI is an internally-developed artificial intelligence platform, conceptualised in response to feedback from Scoot’s cabin crew, especially newer ones, about their anxiety when faced with unexpected inflight situations for the first time.

The AI-powered training platform simulates various passenger scenarios that are crafted to mimic a variety of moods, personalities, and passenger profiles. Through roleplay, Scoot’s cabin crew can practise on their own prior to a flight and refine their tone and response strategy through guided and tech-enabled learning. The airline’s cabin crew have 24/7 access to self-paced soft skill and service recovery training and receive feedback and tips for improvement after each practice session with the dynamic AI platform.

Through this project, Scoot recorded close to 40% of time savings (self-led AI-powered training vs trainer guided in-person simulations), and many cabin crew have also shared feedback indicating increased confidence in handling unexpected inflight situations. The project also anticipates up to 25% reduction in new crew training-related service complaints once rolled out. The company also predicts a greater consistency in service recovery standards across flights and higher staff engagement in continuous learning, especially amongst Gen Z cabin crew. ConVerse AI earned Scoot the accolade in the Singapore User Experience of the Year - Airline category.

“By harnessing technology and innovation—from real-time flight communication to scalable AI-powered training—we not only build confidence amongst our crew, but also elevate the overall travel experience for our customers. These projects reflect Scoot’s commitment to thoughtful design, cross-team collaboration, and continual improvement to provide our customers with reliable and quality services,” said Mr Jaya Balaji MV, Vice President Information Technology of Scoot.

The Asian Experience Awards recognises the ingenious initiatives of creative companies in delivering meaningful brand experiences to their stakeholders.

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 2026 awards programme and be acclaimed for providing meaningful brand experiences to stakeholders, please contact Marni Marco at [email protected].