KUALA LUMPUR (June 23): Malaysia Airlines Bhd has teamed up with China’s leading telecommunications equipment and services provider Huawei to leverage Huawei’s digital technologies as part of efforts to gain deeper insights into traveller preferences and analyse market trends.

In a statement on Sunday, Malaysia Airlines said it has entered into a strategic partnership aimed at revolutionising the airline’s digital landscape through Huawei consumer cloud services’ advanced digital solutions.

"Through its Petal Ads marketing platform, Huawei consumer cloud services will provide advertising, marketing and traffic monetisation services for Malaysia Airlines, facilitating its expansion into the Chinese market. This strategic relationship underscores the companies’ dedication to meeting diverse consumer needs, empowering Malaysia Airlines to deploy data-driven personalised recommendations and targeted ad placements to enhance its customised marketing strategies," it added.

The partnership, formalised during the Huawei Developer Conference 2024 in Dongguan, China on Saturday (June 22), aims to deliver passengers a comprehensive, personalised travel experience. Another of its objectives is to drive young people to the airline’s MHexplorer product by leveraging Huawei consumer cloud services, enabling the airline to promote various perks and offerings to the Chinese and Asia-Pacific market.

Malaysia Airlines will also leverage the Huawei platform to enhance its brand and services in the Chinese market, optimise customer experience, and further draw Chinese travellers to choose the airline for their travel needs.

Malaysia Aviation Group Bhd chief executive officer Ahmad Luqman Mohd Azmi said the partnership aims to elevate its efforts in customer engagement by providing highly personalised experiences and innovative solutions tailored to meet the unique needs of the market.

"We look forward to exploring new avenues and opportunities that will solidify Malaysia Airlines' position in the region and extend our influence globally as the gateway to Asia and beyond," he noted.