Malaysia Airlines (MAB) is giving consumers a taste of the inflight cabin experience by selling its premium inflight signature items on Temptations, its flagship e-retail store. The items include a pyjamas set, amenity kit and duvet, all of which were previously only available to its premium passengers onboard. At the same time, its exclusive Business Suite amenity kit which is made in partnership with London-based handcrafted luxury leather goods brand, Aspinal of London, is also available on Temptations.
This latest initiative follows the sale of its salted signature peanuts on Temptations last December which, according to multiple media reports, were sold out within two hours. According to MAB, the premium inflight signature items offer customers a taste of its inflight experience, especially to those who miss flying with the airline. Group chief marketing and customer experience officer Lau Yin May said the initiative aims to bring the Malaysian Hospitality experience closer to consumers.
"Everyone from all walks of life who miss flying with us will now have a chance to re-create their flying experience with our best cabin merchandises at home. We hope that by making these signature items available, our customers can reminisce their happy memories of flying with us as we look forward to welcoming them onboard for their Fly Malaysia experience again soon," she added. A+M has reached out to MAB for additional information.
MAB is not the only airline to bring the inflight experience to consumers amidst travel restrictions during the pandemic. Last September, Singapore Airlines (SIA) rolled out three initiatives - Restaurant A380 @Changi, the Inside Singapore Airlines experience, and SIA@Home. These allowed consumer to dine inside the Airbus A380, go on a behind-the-scenes tour of SIA's training facilities, and enjoy the inflight dining experience in the comfort of their homes by choosing from 10 menus featuring exclusive First Class and Business Class meals.
Separately, MAB recently reported a data security incident at one of its third-party IT service providers which impacted its Enrich frequent flyer programme. As a result, some personal data of Enrich members were compromised during the incident which occurred between March 2010 and June 2019, multiple media outlets including The Star reported. While there has been no evidence of personal data or passwords being compromised, MAB advised members to change their passwords as a precautionary measure.
MAB's parent company Malaysia Aviation Group (MAG) is currently in the midst of a comprehensive restructure, following the severe impact of the pandemic on the travel and tourism industry globally. The restructuring is based on a revised long-term business plan and will pave the way for MAG to ensure its long-term sustainability together with the strong support from its shareholder and the large majority of its creditors. The announcement of an "urgent restructuring" was first made last November, and a spokesperson told A+M previously that the restructuring plan is highly dependent on the individual contributions of all relevant stakeholders in supporting the Group to emerge out of this crisis as a well-capitalised and financially healthy airline group.
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