This article was originally published in the Brand Finance Malaysia 100 2025 report
Malaysia Airlines has embraced a transformative journey, achieving remarkable growth and positioning itself as the fastest growing brand in the Airlines 50 and Malaysia 100 rankings for 2025.
Datuk Captain Izham Ismail, Group Managing Director of Malaysia Aviation Group, discusses the airline’s efforts to innovate while staying true to its cultural roots.
Interview with Datuk Captain Izham Ismail
Group Managing Director,
Malaysia Aviation Group.
Malaysia Airlines has made an extraordinary comeback with a 209% rise in brand value, earning its place as the world’s fastest-growing airline brand. This resurgence comes after a decade-long rebuilding journey. What were the defining decisions and leadership philosophies that guided this transformation, and how do you plan to sustain this momentum?
The journey of Malaysia Airlines has been one of transformation and resilience, where challenges became opportunities to shape our future. At the heart of our recovery was a commitment to change, not only in our financials and operations, but also in our culture. Each decision, however difficult, was made with long-term strength in mind. We’ve worked hard to elevate the passenger experience, refining every detail from cabin comfort to in-flight dining, with our cabin crew delivering exceptional service throughout.
Restructuring our financials for long-term sustainability has enabled key investments, such as the acquisition of the Boeing 737-10, our first narrowbody aircraft to feature lie-flat Business Class seats. This is part of our broader fleet modernisation, aimed at delivering a seamless cabin experience, whether on domestic or long-haul routes. To date, we’ve inducted 14 new aircrafts, including the A330neo and 737-8, each enhancing the overall passenger experience.
Our people are the heart of everything we do. By building a culture that values performance, accountability and teamwork, we’ve come together with a shared purpose – to serve Malaysia and the wider world. Looking ahead, we’re committed to helping grow the nation’s economy and supporting its progress in a responsible, sustainable way. We’re focused on strengthening our network, embracing digital innovation, and creating value for our customers. Malaysia Airlines will continue to evolve for the better, reflecting the spirit of Malaysia in every aspect of our service.
With renewed long-haul routes, including the return to Brisbane and increased frequencies across the Asia-Pacific region, Malaysia Airlines is poised to strengthen its role as a gateway to Asia and beyond. How are you balancing global expansion with the need to protect the brand’s authenticity, cultural heritage, and its excellent service for customers in Malaysia?
As we continue to expand our global reach, we focus on providing a premium service while staying deeply connected to our Malaysian roots. Every new destination presents an opportunity to showcase Malaysian warmth and authenticity to the world.
Our Best of Asia menu is one example of this, offering passengers a selection of authentic Malaysian and regional dishes that bring the flavours of our heritage onboard. Additionally, through our Bonus Side Trip programme, passengers can enjoy a free stopover, to explore the beauty of Malaysia before continuing their journey.
At Malaysia Airlines, we’re all about genuine Malaysian Hospitality. From a warm meal to thoughtful service, we’re here to make every journey feel welcoming and uniquely Malaysian.
Your partnership with the Singapore Tourism Board is a testament to the power of ecosystem collaboration in revitalising travel demand. How do you envision future partnerships whether in tourism, technology, or sustainability, shaping the next phase of growth for Malaysia Airlines, and what types of synergies are you actively seeking to build?
Strategic partnerships are crucial to our growth, helping us expand more easily, explore new markets, and create better travel experiences for our customers. Through our “oneworld” membership, Malaysia Airlines passengers gain access to more than 900 destinations across 170 countries, extending far beyond our own network. This collaboration allows us to offer seamless travel while leveraging the collective strength of world-class carriers.
Our codeshare agreements with over 20 global and regional partners have further strengthened our presence in critical markets, including the Middle East, North Asia, and Europe, providing greater flexibility and choice for our passengers. We are also actively partnering with key stakeholders in tourism and technology to drive both inbound and outbound tourism, while enhancing the travel experience for our passengers.
Looking ahead, we are prioritising alliances that also support our decarbonisation goals, including exploring shared access to sustainable aviation fuel (SAF) infrastructure. We are also focused on partnerships that enable us to deliver consistent value at scale. Whether through joint ventures, co-branded experiences, or operational synergies, our aim is to build a resilient, responsible, and interconnected travel ecosystem fit for the future.
Malaysia Airlines’ AA+ brand strength rating and high domestic brand affinity indicate deep-rooted consumer trust at home. As you expand globally, how do you plan to translate this trust into differentiated value in international markets, particularly in an era where travellers are increasingly drawn to brands that demonstrate empathy, transparency, and responsible leadership?
As the national carrier, our role extends beyond commercial objectives. We are dedicated to serving Malaysia by ensuring vital connectivity, supporting national economic growth, and doing so in a sustainable, responsible manner.
This sense of purpose drives our ability to navigate challenges with resilience. We prioritise empathy, transparency, and responsible leadership – not just as a carrier, but as a brand. This higher purpose inspires our teams, fostering a culture of care and excellence, where pride in serving our nation and delivering exceptional service is central to everything we do.
As we expand internationally, we remain deeply anchored in these core values. The warmth, reliability, and dedication that have earned us trust at home are felt by every customer, wherever we operate. Our focus is on upholding the high standards of service that define our identity, all while contributing to Malaysia’s economic growth and the broader global travel ecosystem.
