Firefly’s new 737 operation gives parent group a dual-model approach for jet services

The Malaysian airline Firefly has relaunched its narrowbody jet operation after its first attempt was derailed by the coronavirus pandemic. This move represents an important part of the Malaysia Airlines Group's domestic plans, and will eventually also play a role in the group's international strategy.

Firefly's move into jets is partly intended to allow the group to compete better with Malaysia's LCCs for the leisure market. It will not be a true LCC itself, with its product offering appearing to be more similar to a hybrid or value airline.

The Firefly jet operation will also give the Malaysia Airlines Group another business model, which will provide more flexibility in matching different service types to routes.

Secondary routes with high leisure component may be well suited to Firefly, and those with more premium travellers can be retained by the parent airline. Adding a northern min-hub will also help diversify the group's network.