AirAsia is the leading low-cost carrier in the ASEAN region. The airline connects people and places across 132 routes, 40 of which are not offered by any other airline. It is a familiar name amongst frequent flyers in the ASEAN region due to its attractive prices and the no frills policy of the company. The company has managed the herculean task of lowering the cost of connecting people and places while not compromising on the safety of its employees or customers.
BLAZE TO BRILLIANCE
The company had humble beginnings and in 2002 started with only two aircrafts plying six routes in Malaysia, but AirAsia transformed itself over a period of nine years into a company which now covers 65 destinations in 18 countries. AirAsia now employs over 8,000 staff and has a market capitalisation of just over RM 7.06 billion. It is the only truly ASEAN airline that is capableof catering to the 600 million strong population of the region.
The company adopted a lowcost philosophy and remained true to its image as a low-cost carrier and a people’s company.
FAITH FACTOR
AirAsia made a decision to swap its ageing fleet of Boeing B737s for the new Airbus A320 which had higher capacity and yet were more fuel efficient, reliable and cost efficient than the older fleet. Due to this decision, the airline now has the largest and newest fleet of Airbus A320s in the ASEAN region. The cost per available seat kilometre of the airline is only US 3.67c.
ENGAGEMENT THAT ENTHRALS
The company markets itself with youthful energy and a cheeky sense of fun, both of which can be witnessed in its campaigns and branding strategies. The company started out by taking a simple step– providing online booking. It was the first airline to go ticketless in 2002; this increased the customer’s convenience while proving to be cost-efficient for the company.
INNOVEDGE
They operate a fleet of the Airbus A320 aircraft, representing one of the world’s most technologically advanced, safest and most reliable passenger aircraft. Air Asia’s fleet is one of the youngest in the region, with an average age of just 3.5 years. There are currently over 150 Airbus A320s in service and another 200 orders have been placed for the new A320neo. AirAsia now stamps its dominance in Asia with a record total of 475 narrow bodies on order with Airbus.
BRAND PROMISE
AirAsia started out with a dream of making flying possible for everyone. Since 2001, the company has experienced rapid progress and steadily risen to become the world’s best low-cost carrier. Its expansive network that spans across 20 countries is just one of the signs of its rapid growth and innovative approach to the industry.
Power Facts
AirAsia has been awarded the World’sBest Low Cost Airline award by Sky trax for Four consecutive years – 2009, 2010, 2011, and 2012
It was named the ATW Value Airline of the Year in 2012
It was named Best Asian Low-Cost Carrier by TTG Travel Awards in 2011
PROMISE BEACON
The 25 minute turnaround of the company is the fastest in the region
The customers have the option of paying for in-flight meals, snacks and drinks
All short-haul and medium to long haul AirAsia flights are nonstop
The company benefits from this exercise as it can do away with excess human resources, physical infrastructure and facilities at transit locations
