Fulfilling Sabah's quest to boost tourism
industry through AirAsia's phenomenal growth
Travel within Sabah is greatly
enhanced and made affordable by Air Travels where its city and major towns are
connected by air. Much time is saved compared to travelling by road plus the
comfort during the journey and reaching its destination unruffled. With low
cost airline such as AirAsia it will help making decision to fly even easier by
air. Air travel is now available using Malaysia Airlines and or MasWings within
Sabah and with AirAsia in the fray, travellers has now the luxury of more
numbers of flights available.
AirAsia's
phenomenal growth continues with its cheap air travel in Asia being already
ASEAN largest budget airline by fleet size after having leveraged its
hub-and-spoke model to connect numerous cities. Now with the growth of the region's middle class, the airline is eyeing
new routes and markets, especially China.
AirAsia Bhd has launched three new international
routes from Kota Kinabalu, Langkawi and Penang. It has also launched direct
flights from Kota Kinabalu to Wuhan, Langkawi-Guangzhou and Penang-Ho Chi Minh.
"We
saw ASEAN before ASEAN saw us," quipped Tony Fernandes, the airline
group's chief executive. AirAsia's modest start with just two aircraft in 2002
coincided with the region's economic integration under the ASEAN Free Trade
Agreement. AirAsia immediately saw the huge potential in an area with a
population of over 600 million, with growing economies but poor connectivity.
AirAsia
has associate companies in Asia Aviation Capital, an aircraft leasing company,
which is 100% owned, AirAsia Japan at 49%, Thai AirAsia at 45%, Indonesia AirAsia
at 49%, Phillipines AirAsia held 49% stake through its associate company. It
also owned long distance carriers in AirAsia X in Malaysia, Thai AirAsia X and
Indonesia AirAsia Extra
Tan
Sri Tony Fernandes noted that the timing was great, reckoning that the airline
would not have taken off much earlier. Luck played a big part, but they took
advantage of it. Marketing the airline under the banner "Now everyone can
fly," AirAsia enhanced air travel with its short-haul, no-frills service,
charging for everything from baggage to meals in return for low fares. The
theme reflects their focus on making travel available and affordable to
everyone.
As
demand for budget air travel increased, Fernandes expanded into Indonesia, the
Philippines and Thailand, setting up affiliate airlines as a way to go around
the countries' strict regulations that prohibit full foreign ownership of
companies. This arrangement has worked well, allowing each airline to grow
using local talent.
Thai
AirAsia the group's largest affiliate by fleet size is led by
Tassapon Bijleveld, who built a career in the music industry like Fernandes. If
you can manage international artists like Madonna, you can manage anyone,
saidTassapon, when asked how he could run an airline without prior experience.
The
Thai affiliate flies to over 52 destinations from six hubs, serving three key
markets in Indochina, China and India. Tassapon said he will focus on building
more routes to Indochina and India after successfully opening up routes to
China on a bilateral, open skies policy. To boost ancillary income, the airline
is planning to launch predeparture duty-free sales online next year,
capitalizing on the strength of its major shareholder, King Power, Thailand's
leading travel retailer.
Indonesia
AirAsia is headed by Dendy Kurniawan, a Fulbright scholar
with experience in the public and private sectors. After cutting capacity
drastically the past two years as the company struggled, Kurniawan wants to
develop the existing hub in Medan to complement the Jakarta, Bali and Surabaya
hubs.
"It
is the time to start our growth story again this year," says Kurniawan,
noting that there is an over emphasis on Bali as a tourist destination. There
were about 12 million foreign visitors in Indonesia last year, of whom five
million went to Bali. The government hopes to attract 20 million visitors in
2019, and Kurniawan says AirAsia can play a significant role through its
domestic hubs that already connect to over 100 destinations in nearly 20
countries.
In
a recent move, The Ministry of Tourism Indonesia had officially unveiled
collaboration plan with AirAsia in promoting the wonders of Indonesia to
Malaysian. This is no surprise it has a vast connectivity network across the
country and to Malaysia. AirAsia connects to Malaysia through more than 350
flights a week covering 15 cities. Launching of direct flights from Kuching to
Pontianak had recently taken place to meet growing demand. Their well
established routes within Asia is set to boost connectivity further and boost
arrivals of tourist from other countries as well. As for Sabah we hope this effort by the
republics tourism ministry will cover Sabah and at the same time the Tourism
Board in Sabah must also push for locals to visit Indonesia. We need the
Jakarta, Bandung and Bali connectivity as these are the places where Sabahans
normally go.
Similarly,
Philippines AirAsia is also stepping up efforts to create new tourist
destinations in the country. Its latest route will link Kuala Lumpur to the
southern Philippine city of Davao.
Low cost carrier, AirAsia, is here to
stay in Sabah, stated Fernandes. Earlier on, a claim that AirAsia would cease
operations in Sabah should the airline be forced to move to Terminal 1 of the Kota
Kinabalu International Airport was proven wrong as the Airline made its
appearance at Terminal 1 of KKIA. He reiterated that he never intended to
threaten to pull out AirAsia routes to Sabah. He clarified that it was never
the case, and it is not his style. He further stated that he was always been
very committed to developing Sabah as a hub.
AirAsia have a very strong
relationship with Sabah tourism, are constantly engaging with Sabah Chief
Minister, the Tourism, Culture and Environment Minister and Sabah Tourism Board
to further explore growth opportunities
for Sabah. Sabah remains key to AirAsia and also a very important hub for
AirAsia.
To him the issue at stake then was
that it was critical for AirAsia to remain in Terminal 2 where the passenger service
charge (PSC) was RM32 and at Terminal 1 where the PSC is significantly higher
at RM65, it would affect its ability to offer low fares and in turn cause
diminishing demand from the public, lowering passenger traffic into the state.
RM30 makes a huge difference in their decision to fly or not. A large number of
our passengers travel as families, so paying the higher passenger service
charge would be a burden to them he said.
Fernandes added that if demand drops
due to the increase, it will make the routes unprofitable which will result in
the possibility of route suspensions. This was the reason why he was pushing
Malaysia Airports, the Sabah Government, and the Federal Government to either
make Terminal 2 an LCC terminal or build a new low cost terminal at that point
in time. Sabah is one of the reasons AirAsia exists and it will never abandon
Sabah. But he maintained that the harsh reality is, no one will want to fly
with rising costs. People who know me know that I have zero arrogance and I am
very open for discussions.
According to Fernandes, AirAsia has
great plans for Sabah and the airline had invested greatly in developing new
routes out of the state and adding more flight frequencies for the benefit of
tourism in Sabah. The presentation demonstrated how the LCCT and LCC business
model would benefit the economy and spur growth in the aviation industry,
adding that outbound and inbound travel in Sabah and Sarawak was increasing and
would be a big market for AirAsia. AirAsia operates 504 weekly flights to and
from the Kota Kinabalu International Airport (KKIA).
The LCC business model allows AirAsia to grow at a
fast rate because all that is required is a simple terminal and simple airport
facilities. All these would translate into low operating cost and low charges.
This will allow AirAsia to offer low fares and stimulate demand, and generate
more revenue for airports. The catalytic impact would be higher contribution to
the country’s economy. It does not mean however that safety and basic comfort
is not factored in. The laws does provide the safety of airline operations.
AirAsia has been successful in reducing operational
cost through service savings (no-frills cabin service), outsourcing and
electronic tickets. The carrier is able to offer fares that are 40 to 60 per
cent lower than its full-service competitors cost advantages arising from the
nature of its operation include higher seating density and higher daily
aircraft utilisation flying out of secondary airports.
The formula for low cost is to increase the
affordability of air travel. By doing that, budget airlines will be able to
attract more people, which will increase the load factor. This, in turn, gives
the airlines more money, which they could use for expansion, increasing
frequencies and developing more routes. All these would create more growth for
the country. However, if travel becomes unaffordable and the load factor
decreases, the airlines will suffer and cut back on expansion. As growth level
declines, there will also be loss of revenue for the government.
Perhaps as recently announced by Fernandes that a new
operator should be allowed to operate our Malaysian airports instead of just
Malaysia Airports Holding Berhad. It has been seen that MAHB is not keen at all
to operate a low cost carrier terminal, LCCT. The writer is in agreement with
Fernandes that the economics of operations of commercial airlines must take
precedence over the policies as embedded in MAHB. To prosper, all assistance
must be handed over to LCC operators as they are the ones that has opened up
the door for air travel markets, as they proposed lower fares maybe as much as
60percent lower than a scheduled commercial airline. Comparing with the
maritime sector, even in Port Kelang there are two different operators in North
Port and Westport. Such competition is healthy and brings about value for money
for clients. It is the same with airport operators, why should we be saddled by
one operator in MAHB? If MAHB is open to trends in air travel then they must
see that low cost travel is the order of the day. The same principle is applied
to passenger travel on the road where Uber and GrabCar e-hailing operation has
been allowed in addition to the standard taxi operation because this is the
trend. This is how the market wants it. But sadly for air travel MAHB is
holding on to monopolised this sector of the industry and do not see the market
and its impact created by low cost airlines. This is not a healthy sign as this
is against the current trend. Current trends are creations of the market and
should not be overlooked.
AirAsia Berhad, which is the largest contributor to
the AirAsia Group, displayed impressive operating numbers in the third quarter
of this year, with demand growth of 11 per cent year-on-year, outpacing
capacity growth of two per cent.
MIDF transport and logistics analyst Tay Yow Ken said
this had led to a higher load factor of 89 per cent, increasing the probability
that the fourth quarter load factor could breach the elusive 90 per cent
milestone. In addition, more rational pricing strategies by competitors have
eased pressure on average fares, lending support for AirAsia’s yields to
improve.
.
"Stronger Together
Toards TN50"
A contribution to
society from The chartered Institute of Logistics & Transport Malaysia,
Sabah Section. Feedbacks can be addressed to ramliamir@cilt-m.com.my
"Now everyone can fly"