With growing financial difficulties and all-time low reputation, Malaysia Airlines (MAS) is looking to restructure its business in hopes of a quick turnaround and the regaining of public trust.
As previously reported by Business Traveller Asia-Pacific (see here), MAS has already offered customers the option to cancel or change their itineraries booked throughout the rest of the year without penalties.
Multiple news reports now indicate that the carrier could go even further and undergo a major rebranding campaign including a company name change and major destination and schedule changes.
Per a report by The Sunday Telegraph, MAS’s commercial director Hugh Dunleavy has stated that the Malaysian government, who remains the airline’s majority shareholder, is “assessing the future shape of [the] business”.
Speculation has arisen regarding possible new names for MAS in the event that the airline does decide to rebrand itself. Some suggestions have included Air Malaysia, Malayan Airways (MAS’ original name back in 1947), and even a name that does not feature the country title (such as Cathay Pacific and Qantas) as possible options.
However, some believe that MAS could do even more. A user in the popular aviation forum, Flyertalk wrote: “what the airline needs is new fresh management ([preferably by] a new airline), and [to] lose the bumiputra mentality”. The term “bumiputra mentality” is used to describe the policies that are designed to favour the Malay race in the country.
For more information, visit malaysiaairlines.com
Clement Huang
