Malaysia Airlines' new partnership strategy: closer alignment with Emirates and oneworld
Malaysia Airlines is stepping up its focus on partnerships as part of an initiative to generate more codeshare and alliance traffic. The airline's new regional focus makes it an attractive partner, but it also needs to extract more from partnerships to restore profitability and growth.
Malaysia Airlines implemented a landmark partnership with Emirates in early 2016 and has been a member of oneworld since early 2013. But the airline is not yet fully exploiting the Emirates relationship or its membership in oneworld.
Malaysia Airlines is establishing a new team to better manage its relationship with Emirates and drive more codeshare traffic. Within oneworld the airline is planning to promote its fares and regional connectivity more effectively. Malaysia Airlines is the only Southeast Asian member of oneworld.
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