KUALA LUMPUR: Berjaya Air Sdn Bhd, a unit of Berjaya Land Bhd, has re-entered the Thai market with the introduction of a new and under-served destination, Hua Hin, seven months after it withdrew from the popular Koh Samui route.

Berjaya Air general manager Adelie Lee told reporters that despite Hua Hin being less popular than destinations like Koh Samui, it believes there is plenty demand for the route, especially from golfers.

“We chose Hua Hin because it has the same features as the places [and resorts] Berjaya Air flies to,” she said at the launch of the new destination yesterday.

She said Berjaya Air withdrew from Koh Samui in March this year following the increased competition on that route, which is also flown by AirAsia Bhd and Bangkok Airways.

Lee said the inaugural service to Hua Hin, which has three world class golf courses, is slated for Nov 18, increasing its network to six routes.

Berjaya Air currently flies from Subang to Tioman Island, Redang Island, Pangkor Island, and Langkawi. It also offers direct flights from Changi Airport to Tioman and Redang.

The airline currently operates with three Dash 7 aircraft fitted with 48 seats and two ATR 72-500 with 72 seats each.

Berjaya Air has operated as a boutique airline since its inception in 1989, operating propeller aircraft from its main terminal Skypark Subang.

On the tie-up with Indonesia-based Lion Air, Berjaya Air director Datuk Azlan Meah said Berjaya Air has no plans to revisit the collaboration.

Lion Air and Berjaya announced in June 2011 they planned to transform Berjaya Air into a low-cost carrier operating ATR 72-500s and Boeing 737-900ERs. Lion Air was to own 49% of the airline. But this plan fell through.

Berjaya Air is an immediate subsidiary of Berjaya Vacation Club Bhd with Berjaya Land being the ultimate holding company. The airline has a paid-up capital of RM200 million.

This story/article first appeared (or appeared) in The Edge Financial Daily, October 31, 2012.