Proud of the company’s low-cost roots, Scoot chief executive Campbell Wilson says being “no frills need not mean no thrills”, with passengers still able to indulge in amenities available on premium carriers.

Addressing delegates at the Australia Pacific Aviation Outlook summit in Sydney yesterday, Mr Wilson explained that people are willing to pay for extra items on board - a distinct difference and benefit of flying low-cost.

“We are, unashamedly, no frills. Yet no frills need not mean no thrills,” Mr Campbell said.

“People will buy things on a five hour flight that they would not on a one or two hour journey.

“They will pay extra for more leg room, they will pay for a premium cabin that is frankly better than a legacy airline’s economy class but sold for less money.”

With up to 26 percent of Singapore’s Changi Airport passengers travelling on budget flights, Mr Wilson said the carrier is focused on attacking underserved and unserved markets.

“The budget traveller stretching their travel needs beyond four hours for the first time is unlikely to jump straight from the no frills model into the arms of the world’s most awarded premium carrier, and neither does it make sense for said premium carrier to abandon what it has long done so well and try to be all things to all men; hence our purpose-built, highly focused entity, Scoot.”

Launched earlier this year, Scoot’s branding encompasses bright and vivid colours, slightly offbeat advertisements that skate close to the line and is unmistakably different from its parent company, Singapore Airlines.

Mr Wilson said the vastly different take gives “staff license and an expectation to be different, as well as encouraging them to show their individuality”.

While Scoot was defining its product, procuring seats, building reservation and human resources systems and establishing relations with various international stakeholders, airports and tourism bodies, the airline engaged social media at every possible opportunity, according to Mr Wilson.

“From selecting taglines, to choosing aircraft names, even helping set the launch fares we initially offered, to the extent that we had some 70,000 Facebook followers before we even sold a single ticket proved immensely valuable.”

Scoot has recently added services to Bangkok, accepted delivery of its third aircraft, will launch its inaugural flight to Tianjin, China in September and services to Taipei and Tokyo will take-off later this year.