MAS outlines recovery plan

MAS outlines recovery plan
By admin

Troubled Malaysia Airlines will launch "aggressive" marketing campaigns in key markets, including Australia, as it battles to reverse its ailing fortunes.

The carrier, which suffered a RM2.52 billion (A$812m) loss in 2011, outlined a five-point plan to restore profitability by the end of the 2014 financial year.

In its annual report published yesterday, MAS said winning back customers was among its core aims, a task it said will be aided by the delivery of 23 new aircraft in 2012, including the A380.

That will reduce the age of its fleet from 12.2 to 7.7 years with the improvement in product “matched by service improvements”.

“This will be further supported by aggressive marketing campaigns in Malaysia and key markets such as the UK and Australia,” the airline said.

MAS also identified a “relentless cost focus”, strategic partnerships and a more streamlined route network as key targets.

Revenue from its Australia and New Zealand operations climbed 13.5% to RM1.5 billion (A$513m) in 2011 which accounted for 16.5% of MAS’s total route revenue, up from 14.8% the previous year.

Load factors climbed 0.9 percentage points to 79.6%, the only region to see growth.

Writing in the report, chairman Tan Sri Md Nor Md Yusof told shareholders that addressing them after such a loss was “difficult”.

“[But] it will be many times harder to deliver the turnaround,” he wrote. “How soon that may be achieved shall depend on several key factors, a few of which are not exactly under our control. However we would consider we have failed in our mission if a return to operational profitability is not achieved by the conclusion of the financial year 2014.”

Latest News

  • Hotels
  • News

NH Hotel Group rebrands as Minor Hotels Europe & Americas

NH Hotel Group, part of Minor Hotels, will now operate as Minor Hotels Europe & Americas following a vote by NH Hotel Group’s shareholders to change the company’s registered name at its Annual General Meeting held last Friday. By adopting the Minor Hotels Europe & Americas name, NH Hotel Group strengthens its integration with Minor […]

  • Cruise
  • Luxury
  • News

Scenic Eclipse II – the business of creating unforgettable life-changing memories 

Travel Weekly’s Nancy Hromin and Hoda Alzubaidi hopped on the ultra-luxe Scenic Eclipse II on the weekend, at the overseas passenger terminal, as it prepares for its sail that evening. They spoke to Anthony Laver, General Manager for Sales and Marketing and Jason Flesher, Director of Discovery Operations.  TW It’s a crowded market and there […]

  • Cruise
  • News

MSC builds new hospital ship with Mercy Ships

Cruise line MSC has joined forces with Mercy Ships International, through the MSC Foundation and the MSC Group, to build a new hospital ship.  The new purpose-built hospital ship will expand the impact of Mercy Ships’ life-changing surgeries, anaesthetic care and surgical education for future generations of patients and healthcare professionals in sub-Saharan Africa. Chairman […]

  • Aviation

FLIGHT REVIEW: The Qantas Boeing 787 Dreamliner business class

There are only a few airlines that make you feel right at home as soon as you board and fewer safety videos that leave you with a proud tear in your eye. Call it clever branding, but it really hits home! Highlighting the talented Qantas employees around the world all while promoting their broad international […]

  • News
  • Technology
  • Travel Agents

Traveltek offers travel agents new rapid deploy cruise website

Traveltek has developed an affordable and convenient solution for cruise booking websites, tailored to meet the needs of travel agents. Created with, the easy-to-deploy, customer-facing ‘out of the box’ cruise solution is available as a fully bookable website or a search-only widget and is designed for small businesses with a specific focus on growing […]

  • Destinations
  • Tourism

Surge in Australians visiting Japan

Feel like all of your friends have just returned from Europe? Be prepared to feel like everyone has just returned from Japan.

  • Cruise
  • Luxury
  • News

Seabourn announces Western Kimberley Traditional Owners as Godparents of Seabourn Pursuit

Seabourn has named Western Kimberley Traditional Owners, the Wunambal Gaambera, as Godparents of the ultra-luxury purpose-built Seabourn Pursuit. It is the first cruise line to appoint Traditional Owners as godparents of a ship. Seabourn Pursuit embarks on its inaugural season in the Kimberley region this June. The naming ceremony will take place on Seabourn Pursuit’s […]

  • Luxury

Malolo Island Resort opens brand new Spa

Fiji’s Malolo Island has added another string to its bow – opening its $1.3 million day spa on Thursday, 18th April 2024. (Lead Image: matriarch Rosie Whitton with spa staff) Located at the edge of the resort’s luscious patch of tropical rainforest, the new “Leilani’s Spa” adds another level of elevated experiences to Malolo’s already […]