Malaysia Airlines was recognised as Asia’s Leading Airline at the prestigious World Travel Awards Asia & Australasia Gala Ceremony in Bangkok earlier this year, triumphing over a stellar field from across the region.

In beating Cathay Pacific Airways, Asiana Airlines and Japan Airlines, among others, the Malaysian flag-carrier established itself as dominant player on the continent.

Ahmad Jauhari Yahya, group chief executive officer, Malaysia Airlines, was on hand to pick up the trophy, celebrating the airline’s reputation for technical innovation, peerless service and unparalleled reliability.

But that is just the start, with a number of key developments on the horizon set to boost Malaysia Airlines’ profile further. 

Looking Forward

Firstly, the carrier is set to join oneworld, the leading quality airline alliance.

When Malaysia Airlines becomes part of oneworld – with plans in place to begin offering flights in late 2012 - passengers will gain access to the alliance’s truly global network, covering almost 950 destinations in 150 countries.

Members of Malaysia Airlines’ Enrich frequent flyer programme will also be able to earn and redeem rewards on any of oneworld’s 14 other top-class carriers, with tier members able to use any of the group’s 550 plus airport lounges.

Malaysia Airlines’ Golden Lounge has been recognised by the World Travel Awards

In return, oneworld passengers will be offered access to Malaysian Airlines’ lounges around the world, one of which, in KL International Airport, was recognised as Asia’s Leading Airline Lounge by the World Travel Awards.

Qantas will serve as sponsor of Malaysia Airlines’ entry into oneworld.

But that is not all.

By the second quarter of 2012, Malaysia Airlines will join the league of Airbus A380 operators, when the first of the six aircraft ordered enters service.

The national carrier will be the eighth airline in the world to operate this biggest commercial aircraft, offering passengers a host of new possibilities.

Malaysia Airlines group chief executive Ahmad Jauhari Yahya celebrates at the World Travel Awards in Bangkok

Technological Innovation

It is important not to lose sight of what has brought Malaysian Airlines the unprecedented success already achieved, not least in the field of technological innovation.

The carrier was the global pioneer in introducing the iPhone-based MHDeals application for customers in 2009, allowing customers to pick up the best airline deals from nearby airports.

The app was also the first in which an airline exploited augmented reality commercially as a new channel for ticket sales.

Malaysian Airlines was the first Asian airline to have an iPad app for its in-flight magazine, available since January this year, while the MHquick application enables customers to book flights, check Enrich points and browse online for the best deals without even having to navigate to the main Malaysia Airlines webpage.

Malaysia Airlines was recognised as Asia’s Leading Airline by the World Travel Awards

On the Ground

As the national flag carrier, Malaysia Airlines has always collaborated with related agencies and sports organisations to promote sports tourism to Malaysia.

Golf is one such sport that the national carrier supports, partnering with Tourism Malaysia in an effort to promote sports tourism facilities in the country.

Malaysia Airlines is also the official partner of the CIMB Asia Pacific Classic, the biggest and richest PGA TOUR sanctioned tournament in south-east Asia.

Through this partnership, Malaysia Airlines is leveraging on the rights and benefits to position its brand growth and presence in the front end and corporate markets.

Being a key partner to this event Malaysia Airlines aims to grow its market share of both the domestic and international golf travel market.

Away from golf, Malaysia Airlines recently announced a deal with Queens Park Rangers FC in England to sponsor home team jerseys in the Premier League until 2013.

Malaysia Airlines’ executive director, Mohammed Rashdan Yusof, explained: “This sponsorship enables MAS to reinforce its global full-service presence and premium franchise via football fans and lovers from all over Europe, the Americas, Asia Pacific, Australia and all the four corners of the world.

“This sponsorship is the first major initiative of our new brand and marketing strategy that would see important advertising money spent on boosting our top line.

“This is a key component in our drive to regain global market share, profitability and pride for the people of MAS.”

Service on Malaysia Airlines is second to none

More Information

Malaysia Airlines traces its origins back to October 12th 1937 with the creation of predecessor Malayan Airways Limited.

The carrier started operations on April 2nd 1947 with its first commercial flight as the national airline and soon turned into an international airline in less than a decade.

After several name changes from 1963 to 1965, it was introduced as Malaysian Airline and subsequently renamed Malaysian Airline System or in short, Malaysia Airlines.

Today, Malaysia Airlines flies an average of 43,000 passengers daily to some 100 destinations worldwide. 

Head over the website for more information.