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.