Now that the pandemic-inflicted dust has well and truly settled, it is clear that leisure travel is the key driver of the industry’s overall recovery. In order to fully restore consumer confidence in air travel, airports — as well as airlines — need to innovate and engage with their consumers more than ever while tirelessly working to ensure safety and digitisation drives remain on the uptick.

Always in proactive mode, Malaysia Airports Holdings Bhd is going all out to woo global travellers to its main hub at KL International Airport (KLIA). Its senior general manager Hani Ezra Hussin shares that under its commercial reset, 80% of the lots awarded will open by end-2023 while the remaining 20% will open in 2024.

“The key highlight in 2024 will be the duty-free relaunch, which started in May 2023 with the Heinemann rebranded outlet in KLIA Terminal 2 (T2), followed by Eraman in the KLIA Terminal 1 (T1) satellite building in November. More duty-free outlets will be relaunched next year, including the new Eraman Duty Free mall in KLIA T1,” she says.

Heinemann Duty Free Malaysia, which was the first to launch its redeveloped stores in KLIA T2 in May this year, is now a centre of popular as well as cult beauty brands such as Kerastase, Vichy, La Roche Posay, Helena Rubinstein, Maison Martin Margiela, La Prairie, Acqua di Parma, Fresh and Le Labo, many of which are available in Malaysian travel retail for the first time. The new-look Eraman Duty Free Emporium 1 and 2 at KLIA T1’s satellite building now offers 1,074 sq m of retail space and new innovative interactive screens where customers can obtain detailed product information and exclusive promotions. Given how contactless is now part of the equation, Eraman took the lead by introducing self-checkout counters, a first in the travel retail industry in Malaysia.

Airline lounges also rank high on the passenger travel experience and Malaysia Airports pays it due attention, further future-proofing its lounge strategy by working closely with host airline lounges and renowned lounge operators such as SSP and Plaza Premium Group.

Malaysia Airports’ commercial reset will continue beyond 2024, and passengers can look forward to the rejuvenation of the centre court forest in the satellite building in KLIA T1 into a new nexus of premium shopping, housing renowned designer brands. Hani says, “This will create a premium retail experience combined with new additional commercial and non-commercial spaces at satellite KLIA T1, augmenting it from the existing 497 sq m to 4,500 sq m. This will, of course, include the bringing in of more renowned luxury brands, which will uplift the overall shopping experience and ambience.”

Not that there is much to find fault with either. The eagerly anticipated upmarket boutiques such as Bulgari, Tory Burch, Polo Ralph Lauren, Tumi and Michael Kors have opened. “This will support the increase in footfall during the busy year-end travelling period,” Hani adds. “In addition, to reward shoppers and as part of our initiatives to boost spending in the airport during this peak period, we have initiated the Year End Shopping Campaign: Spend RM50 Get RM50. This campaign, which started on Oct 1, will end on Dec 31 for all our international airports, which include Kuala Lumpur, Kota Kinabalu, Kuching and Langkawi.” To enhance passenger experience during the festive season, a Christmas campaign has also been set up at all its international airports. “This setup aims to transform the airport ambiance, while offering travellers a unique and inspiring adventure. Look out in particular for the main setup at KLIA T1, which will feature a bedazzling experiential setup, including an airplane-themed slide for children to enjoy.”

Global gourmets can also look forward to a smorgasbord of new offerings from established international brands such as Hard Rock Cafe, Jamie’s Pizzeria and Taco Bell, all of which may be found at KLIA T1. Several F&B outlets have also taken it upon themselves to consciously integrate Malaysian elements into their menus, even international brands like Din Tai Fung and Starbucks, ensuring travellers get to enjoy a real sense of place even while at an airport. It is also interesting to note that KLIA T1 marks Hard Rock Café’s first airport opening in Malaysia. This allows passengers the option of exploring a collection of pop culture memorabilia featuring notable items such as a Red Hot Chili Peppers drum kit, an Elvis Presley guitar as well as an illuminated acrylic guitar Twin Tower statue, before sitting down to a hearty meal. Additionally, shoppers can check out its popular Rock Shop for exclusive merchandise.

Malaysian restaurants that are making their debut at KLIA T1 include Jibby Chow, Serai, Cafe Chef Wan and Kitchen by Open House.

At the newly renovated Urban Food Court in KLIA T2, there is an array of distinctive stores, including Taste of India, a well-known hotspot delivering authentic Indian cuisine and attentive service; Burger King; Ahh-Yum, a creation by locally recognised Kampong Kravers; and Pasta & Wraps, offering wholesome Western-style dishes infused with an Asian flair. Meanwhile, introducing a vibrant taste of Oriental cuisine to the airport is Asia Street Cooking, which is set to cater for guests desiring urban Asian-fusion fare.

Those who have not bought their fill of gifts and souvenirs need a pit stop at any Sense of Malaysia store, which may be found at six Malaysian international airports, from Penang to Borneo. A homegrown brand under the auspices of Malaysia Airports, the product portfolio is closely aligned with Malaysian history, culture and heritage, and spans fashion and beauty products, traditional arts and crafts, and even beautifully packaged delicacies. Unlike typical souvenir shops, Sense of Malaysia provides genuine provenance, all the while integrating regional specialities and local expressions into its store, product curation, layout and design.

There are six lounges in KLIA T1 available for the comfort of passengers, including those operated by the host airline as well as lounges for other airlines and walk-in customers. Those having a long layover can also enjoy a broad range of wellness services and transit hotels, in addition to the lounges and essential travel services such as telecommunications, courier and baggage wrap services. Be Relax, situated within KLIA T2, provides travellers with an airport spa experience, from signature chair massages and nail care to on-site treatment rooms for full-body massages. Over at KLIA T1, the unique and convenient Capsule Transit Airport Hotel and its 24 capsule-style pods are open to both domestic and international travellers. The opening of the Kepler Transit Hotel at the satellite building soon will further add to the options.

And lest those travelling with children think they have been forgotten, it must be pointed out that KLIA T1 is replete with family-friendly activities that one and all, old and young can enjoy. This includes whiling time away at the Travel Club Lounge, which has a Virtual Reality Golf activity to amuse and entertain passengers before take-off and children’s play areas. So, whether you are checking in early or having a long transit, there is no fear of being bored in Malaysia if you happen to be at a Malaysia Airports-managed airport. In fact, the only thing you would need to remember is to get to the gate on time.