AirAsia transforms into ‘digital lifestyle platform’ with new ‘super app’

AirAsia transforms into ‘digital lifestyle platform’ with new ‘super app’

AirAsia has further diversified with the introduction of a new online identity, which aims to shift the company further away from its aviation focus and turn into a ‘digital lifestyle platform’.

Airasia.com will now serve as a ‘super app’, providing 15 types of products and services under three main pillars: travel, e-commerce and fintech.

In Australia, the brand will roll out its travel component first, taking on a role that mirrors the online travel agency model.

Initially, it will offer SNAP (AirAsia flight and hotel combos), flights powered by KIWI (allows the user to book flights from any airline), activities (discounted activities, transport and more), AirAsia Shop (online duty-free store with airport or onboard delivery), and AirAsia Health (medical treatment and wellness travel packages).

The new direction has prompted the company to give itself a makeover with a new logo, tagline (‘For Everyone’) and communications style.

AirAsia’s chief brand officer, Rudy Khaw, said the brand is now much more than an airline.

“Essentially, we’ve retained the core of what has made AirAsia successful and loved, but propelled it into the future for a new age and a new world,” Khaw said.

“The new visual identity includes a contemporary, simple and digital looking logo to embody the simplicity, inclusiveness and accessibility of the brand.

“Our tagline is a simple move from ‘Now Everyone can Fly” to ‘For Everyone’, and demonstrates that we are no longer just an airline and we retain our core values of inclusiveness and accessibility for all.

“AirAsia.com is a super-app that brings together different product offerings from exciting experiences and activities to food and transportation, new shopping discoveries, seamless digital payments, and more.”

Earlier this month, AirAsia’s record label, RedRecords, released its first official single, “Passcode”, by Jannine Weigel. The airline announced its move into the music industry in December last year, partnering up with Universal Music Group.

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