Singapore Airlines (SIA) on Tuesday unveiled new seats and other in-flight amenities in all classes as part of a sweeping upgrade of its cabins in an attempt to stay competitive.

Passengers on selected flights between Singapore and London will be the first to experience the improved seats and entertainment system, wider TV screens and other improvements.

SIA said it will spend nearly $150 million on improved cabin amenities on an initial eight Boeing 777-300ER aircraft. The airline is battling strong competition from Asian and Middle Eastern carriers, and on the economy side from budget airlines, which have grown in number in Asia.

Like other airlines its net profit has been hurt by the sluggish global economy, which has hit both passenger and cargo demand, as well as high oil prices.

“The investment programme will be extended as the new products are introduced on Airbus A350 aircraft scheduled for delivery in the years ahead,” the airline said.

The airline said it worked with top global design firms to give passengers more comfort and luxury, including longer and more luxurious beds in first class and additional personal space in economy.