Malaysia Airlines joined (31-Jan-2013) the oneworld alliance on 31-Jan-2013 connecting 16 new destinations and one country - Brunei - to the oneworld map. To celebrate joining the alliance, Malaysia has launched a fare sale, a double miles promotion for its frequent flyer members and also unveiled the first aircraft in its fleet to be decorated in a special oneworld livery - one of its 10 latest A330-300s. [more - original PR] [more - original PR - Double miles promotion] [more - original PR - Fare sale] [more - original PR - Aircraft livery] [more - CAPA Analysis]
Malaysia Airlines joins oneworld
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oneworld, in a complex solar system
oneworld is the smallest in size of the three global alliances but advertises itself as highest quality in terms of members and awards received. oneworld has strength in financial centres, is the alliance for the world’s largest airline (American) and with LATAM is a powerhouse in Latin America. It is also the loosest of the three major alliances, often described as more of a linked collection of bilateral partnerships.
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.