This article first appeared in The Edge Financial Daily on May 3, 2019 - May 9, 2019

KUALA LUMPUR: Malaysia Airlines Bhd, a wholly-owned subsidiary of Khazanah Nasional Bhd, has extended its Malaysian Hospitality campaign beyond just flight tickets, with new product offerings designed to enhance the overall travel experience.

In a statement yesterday, the national carrier said the second phase of the campaign, which was first launched last year, is aimed at introducing more direct benefits to the travellers.

Its group chief marketing and customer experience officer, Lau Yin May, said the second phase will take the campaign to the next level where it brings more benefits to the entire travelling eco-system.

“Our guests can now enjoy Malaysian Hospitality beyond what the airline offers. It now includes the entire country via our new app, MHassistant. This includes great offers, via our partners, including offers from restaurants, shopping, cultural experiences and a whole host of other unique Malaysian experiences,” she said.

As part of the second phase of the brand launch, Malaysia Airlines also unveiled the airline’s new ticketing store in NU Sentral Kuala Lumpur.

“Our new ticketing office is a reflection of our Malaysian Hospitality, offering a refreshed experience for our guests — from the modern contemporary design concept to the personalised service counters that allows us to connect and interact meaningfully with our guests.

“This office, located at the hub of transportation of the city, is more convenient and accessible to our guests, who can also take the opportunity to take home the airline group’s branded merchandise, including exclusive aircraft models and lifestyle items,” she said.

Malaysia Airlines launched the first phase of the Malaysian Hospitality campaign, last year.