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Malaysia Airlines names new group CMO

Malaysia Airlines (MAB) has named chief commercial officer Arved von zur Muehlen (pictured) to the role of group CMO.

Muehlen was named chief commercial officer in 2016, and was tasked with developing a comprehensive and sustainable plan to improve the airline’s marketing, sales, products and customer service. He also played a crucial role in restoring the airline’s position as a leading international carrier and developing its innovative customer-centric services. A+M has reached out to MAB for comment.

Before joining MAB, Muehlen was senior VP of commercial network operations for Qatar Airways. During his time there, he was responsible for global sales strategy and development, as well as innovation and technology. He also managed the roll-out of several successful projects, including the implementation of a new internet sales platform and booking engine. Muehlen also worked at Swiss International Airlines and Lufthansa Airlines.

The airline showed slow but steady progress in the first quarter of 2018 ended 31 March, with customer satisfaction index up 4% quarter-on-quarter. It also saw a year-on-year yield improvement of 6.6% in Q1 18, despite the significant competition in both international and domestic sectors.

Recently, it launched Hajj flights together with Tabung Haji, a body that provides Hajj services to Malaysian pilgrims, to transport over 15,000 individuals for this year’s Hajj season. MAB’s spokesperson told A+M in a separate conversation that each country is given a quota of pilgrims that can be allowed into Saudi Arabia to perform their Hajj. Therefore, the number of passengers depend on the quota given. On the Hajj charter flights, the airline serves its standard fully-halal food onboard, provides prayer space and offers Muslim-related contents on its inflight entertainment.

In March, MAB launched a new brand campaign titled “Malaysian Hospitality Begins With Us”. This was in a bid to reinstate and demonstrate that MAB is the national icon and represents Malaysian hospitality on behalf of the nation to all its guests and customers.

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