Malaysia Airlines partners Huawei to expand outbound travel market in China

Malaysia Airlines and Huawei have entered a strategic partnership aimed at revolutionising the national airline’s digital landscape through Huawei Consumer Cloud Services’ advanced digital solutions.

This collaboration will enable Malaysia Airlines to gain deeper insights into traveller preferences and effectively analyse market trends, thereby enhancing its customer-centric service approach.

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Through the 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.

The partnership, formalised during the Huawei Developer Conference 2024 in Dongguan, marks a significant step forward for both entities amidst a backdrop of over 100 on ground activities at the event. It promises to deliver passengers a comprehensive, personalised travel experience, it said in a statement. 

In addition, Malaysia Airlines will also leverage the Huawei Consumer Cloud Services Advertising Platform to enhance its brand and services in the Chinese market, optimise customer experience, and further draw Chinese travellers to choose Malaysia Airlines for their travel needs.

“We are delighted to join forces with Huawei by leveraging their
digital capabilities to expand our reach within the APAC region. This strategic partnership aims to elevate our efforts in customer engagement by providing highly personalised experiences and innovative solutions tailored to meet the unique needs of the market," said Ahmad Luqman Mohd Azmi, chief executive officer of Malaysia Aviation Group (MAG).

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

“We are committed to strengthening our partnership with Malaysia Airlines by leveraging our extensive expertise in telecommunications infrastructure, digital solutions, and our deep understanding of the Chinese market," said Vincent Wen, director of cloud service business growth at Huawei.

"Through collaborative efforts focused on localised strategies and by harnessing Huawei’s robust brand presence and marketing channels in China, Malaysia Airlines can significantly enhance its visibility and market penetration among Chinese travellers," he added. 

Wen explained that this strategic alignment between Huawei and Malaysia Airlines combines technological prowess, market expertise, and innovation, opening up exciting opportunities in the dynamic Chinese tourism landscape.

The partnership also aims to drive young people to explore the world and broaden their horizons through 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, it said. 

Moving forward, Huawei and Malaysia Airlines will continue to explore
and innovate, striving for the development of the global tourism market together, it added. 

The news comes shortly after Malaysia Airlines and Manchester United inked a multi-year partnership which will see the airline become the club’s official commercial airline. The partnership was announced by Malaysia Airlines’ group managing director of Malaysia Aviation Group, Izham Ismail, at an industry trade fair in Kuala Lumpur earlier this year.

To celebrate the announcement, former Manchester United defenders Patrice Evra and Wes Brown flew to Kuala Lumpur to attend the event, to share their experiences of travelling the world as both players and ambassadors for the club.

Photo courtesy of John Richard Thomson

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