Singapore Airlines and Malaysia Airlines mull combined marketing push

Malaysia Airlines and Singapore Airlines have entered into a wide ranging commercial agreement which will include joint marketing activities to develop tourism. The arrangement covers SIA subsidiaries SilkAir and Scoot as well as Firefly, from Malaysia Airlines. 

Tie-ups between the frequent flier programmes are among the options being explored. 

If the partnership gets the requisite regulatory approvals, it could result in a sharing of revenue on flights between Singapore and Malaysia as well as an expansion of codeshare routes, providing passengers with more flight choices. Joint fare packages and aligned corporate programmes are also on the cards.

Speaking about the arrangement, Singapore Airlines CEO Goh Choon Phong said: “We are very pleased to take our partnership with Malaysia Airlines to a new level. This will be a win-win for both our airline groups, and provide new benefits for our customers. 

“In particular, the expanded scope of our partnership has the potential to provide a significant boost to the tourism industries in both Malaysia and Singapore, as well as the wider Southeast Asia region.”

MAB CEO, Captain Izham Ismail said, “We are honoured to collaborate alongside SIA in providing our customers a more competitive product between Malaysia and Singapore and the opportunity to travel to more global destinations. 

“This is in line with Malaysia Airlines’ long-term business plan goal of engaging in deep partnerships to extend our reach and presence globally. This partnership is more than a conventional partnership and we believe in the mutual benefits for both airline groups and countries.”

Singapore Airlines also has a long-lasting global marketing tie up with the Singapore Tourism Board, which has resulted in campaigns including the recent Unexpected Journeys.



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