My Account Menu

CAPA Login


Register to trial CAPA Membership!

Malaysia Airlines' Corporate Signature Programme

20-Sep-2006

Kuala Lumpur (MALAYSIA AIRLINES) - Malaysia Airlines' Managing Director/CEO, Mr. Idris Jala, recently launched the airline's Corporate Signature Programme aimed at tapping into the lucrative corporate market to improve its yields and expand its premium travel customer base.

This latest marketing tool is made available to the Travel Management Companies (TMCs) for them to use it to promote to their own corporate clientele.

It is structured similar to a rewards programme, recognizing the corporate market as a key revenue stream and is designed to cater to all sections of the corporate sector, from small-medium enterprises to multinational companies.

The Corporate Signature Programme has 3 tier levels targeted at different corporate accounts. Tier 3 is open to corporations with annual travel spend between RM150,000 - RM500,000 and Tier 2 is for corporate accounts with annual travel spend between RM500,000 Ð RM 1.5 million whilst Tier 3 is for annual travel spend with Malaysia Airlines in excess of RM1.5 million.

Speaking at the launch event, Mr. Idris Jala said, "The introduction of the Corporate Signature Programme is timely in today's challenging dynamics that exist in the corporate sector where our corporate customers account for approximately 30% of our passengers. We designed this product with inputs from our corporate customers with the aim of providing them assistance for their corporate travel needs and travel expense management."

"It's a partnership that we welcome, a win-win situation for both Malaysia Airlines and the Travel Management Companies, where we provides them a ready-made product and they help broaden the distribution channel for our products and services. In this way, Malaysia Airlines enjoys a dedicated avenue to promote its own product brand through the TMC distribution channel and the corporate clients still enjoy the comfortable relationship that they may have nurtured and enjoyed with their TMCs in past years.

"Whilst our objective is to create and nurture loyalty towards our product and services, the database of this initiative will also allow us to have a better understanding of our corporate customer profiles and their special and diverse needs," he said.

Aligned to the "Flying to Win Customers" thrust of Malaysia Airlines Business Turnaround Plan, this programme provides customers the best traveling experience and also flexibility to choose options that suit their corporate travel needs.

It also ensures transparency on fares as corporate bodies get regular updates on actual travel spend and is structured to offer more benefits when they register higher spending with Malaysia Airlines.

The launch thus marked the introduction of the way Malaysia Airlines has revolutionized the traditional way of servicing the corporate market, by moving away from the approach of mere fare discounting to enhancing the business relationship with a more flexible and personalized approach of luring the corporate client with a host of soft-dollar benefits.

Customers of the Corporate Signature Programme will enjoy a whole range of soft-dollar benefits which includes, amongst others, auto access into the Enrich Loyalty & Frequent Flyer Programme, preferred hotel rates, travel spend rebate, mileage entitlement for Enrich, special promotional holiday packages from Malaysia Airlines Golden Holidays, seat upgrade to Business or First Class and priority waitlist for travel on Malaysia Airlines.

The Corporate Signature Programme, supersedes the earlier Malaysia Airlines Corporate Travel Programme that had only one qualifying tier at RM 500,000.00 spend a year open to Small Medium Enterprises (SMEs), local Listed Companies, government departments, Government Linked Companies (GLCs) and Multi-national Corporations (MNCs).

Malaysia Airlines is a CAPA Member. For more information on the Centre for Asia Pacific Aviation's membership service, please click the icon below. capagold.gif capaplatinum.gif


Want more analysis like this? CAPA Membership gives you access to all news and analysis on the site, along with access to many areas of our comprehensive databases and toolsets.
Find out more and take a free trial.