AirAsia renames holding firm to show clear airline-digital distinction

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AirAsia Group has renamed to AirAsia Aviation Limited, as the company transforms from an airline into a digital travel and lifestyle services group. Bo Lingam (pictured), formerly president (Airlines) for AirAsia Group, takes over as group CEO of AirAsia Aviation Limited, overseeing the four airlines in the Group - AirAsia Malaysia, AirAsia Philippines, AirAsia Thailand and AirAsia Indonesia). Tony Fernandes continues to helm the role as CEO of AirAsia Group.

AirAsia Group is the investment holding company for the eight digital portfolio companies that leverage data and technology to deliver the best value at the lowest cost. Its portfolio includes AirAsia Aviation, the AirAsia Super App, cargo and logistics venture Teleport, BigPay financial services, the edutech arm AirAsia Academy, engineering company Asia Digital Engineering, ground services division GTR and the restaurant chain and food group called Santan.

According to Lingam, the structural change helps facilitate strong projected growth in both airline and non-airline portfolio businesses. He added that by creating this airline holding company, it can focus on continuing to be the world’s best low cost airline. The company spent the past 18 months reviewing every aspect of the operation to ensure that its airlines will return stronger than ever before.

“The AirAsia Aviation Limited entity holds our existing airline investments and paves the way for new airline ventures to be formed in due course. We have also established a new AirAsia Consulting division tasked at reviewing new airline partnerships and franchise opportunities," he added. A+M has reached out to AirAsia for additional information.

AirAsia has continued to double down on its super app strategy after it was unveiled last October, offering a variety of services such as airasia grocer and airasia beauty.

"The airasia Super App has everything you need at the tip of your fingers. On days you have food cravings, to when you need to replenish your pantry or want to stay on top of the latest beauty trends, we have curated the best in one place and with the best value for our customers," said Lim Ben-Jie, head of eCommerce for airasia Super App. He added that more people across ASEAN would be able to enjoy its delivery offerings from the Super App as it expands to a growing number of cities soon.

Just two months ago, AirAsia gave ride-hailing companies a run for their money with the launch of AirAsia ride in Klang Valley. The new offering would expand into more Malaysian cities planned throughout the year. According to the company, AirAsia ride seeks to provide greater convenience, more competitive prices, and better income opportunities for drivers.

Leading the new offering as CEO is Lim Chiew Shan, who said AirAsia ride stands out from competitors due to its position as a super app that owns an airline. "This enables us to leverage on AirAsia Group’s rich and vast data and algorithm to provide a seamless and connected journey experience for our passengers," he explained. Soon, passengers can also use BIG Points to pay for their rides. AirAsia ride is available by clicking on the "Ride" icon on the AirAsia Super App.

Also on March this year, AirAsia unveiled its real-time chat feature known as AirAsia chat on the super app. Lead of AirAsia chat Melissa Lim explained that the new features seeks to become a one-stop multipurpose messaging platform for its users to continue enjoying a social and seamless chat experience. When the super app was first unveiled, it had over 15 types of products and services under three main pillars - travel, eCommerce and fintech.

Meanwhile, last month saw the departure of AirAsia's chief growth and platform officer, Ravi Shankar. After spending close to five years in the company, Shankar told A+M he would be taking a break in India, and would decide on his next move soon.

His biggest lesson having worked at AirAsia was that it is essential to establish a good culture within the company. "I absolutely fell in love with the culture and how it's an integral part of the business. The way employees came together and transformed the company was terrific. Because of the same culture, I could quickly pivot the digital marketing team to a growth-centric team aligning with the direction of the business," he explained.

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