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Case study

Malaysia Airlines increased ancillary revenues by 90% by making every passenger experience unique

Malaysia Airlines puts customer service at the very heart of its offering – creating a very special passenger experience which upholds the values of Malaysian hospitality: warmth, sincerity and generosity.

An important growth area for Malaysian Airlines is merchandising and they now offer their customers a full range of ancillary services and bundled packs, based on their unique needs and preferences.

This case study looks at the different merchandising techniques that Malaysian Airlines is using to create targeted offers and the impressive business results achieved eighteen months on.

“With Amadeus Anytime Merchandising, Malaysia Airlines was able to deploy different merchandising techniques from promotion and advertising to communication, combined with the analytics tools, to enhance our ancillary offering, gain full control of our offer and increase ancillary revenues by 90%, two months after implementing the solution.”

Kishore K. Suppiah - Head of Ancillary and Merchandising,Malaysia Airlines

Watch video

Personalized merchandising: Malaysia Airlines

See how personalized merchandising creates real passenger value for Malaysia Airlines.