Since airlines operate across national economic boundaries, and given their level of resource intensity, they are subject to the vagaries of national, and the international economy. One major economic threat to Singapore Airlines’ process is the growth in fuel costs. Political unrest in the Middle East, exemplified by the so-called ‘Arab Spring’ of 2011 has helped to bring oil prices to unprecedented levels (Hakimian 2011), which is directly, and negatively impacting airlines’ fuel costs. Some airlines have opted to pass these increased costs on to customers, but given that Singapore Airlines already utilises a premium pricing strategy, there may be limits to the extent to which it can adopt such a strategy.