Flights, Food, Fun Times
Hani Ezra Hussin on how Malaysia Airports Holding Berhad attracts travellers and others to airports
As with most things that evolve with the times, airports too nowadays have to cater to more than just travellers—an airport is no longer just a connecting point, it’s a mall, a food court, and a tourist attraction all rolled into one. Thus, these days, it’s not uncommon to see people coming to airports to make a purchase, check out the sights or just to have a meal.
Malaysia Airports realises the need to revamp its spaces to attract foot traffic and encourage spending at the airports itself, and have since been upgrading the areas without disrupting the comings and goings of tourists into the country or state.
We speak to Hani Ezra Hussin, the senior general manager of commercial services at Malaysia Airports, who enlightens us on the latest direction that the airport operator is undertaking to make its network of airports a destination in its own right.
Hani joined Malaysia Airports in 2016 with the mandate to revolutionise and transform the airport retail experience. Through extensive studies and surveys conducted since her appointment, she identified challenges rooted in the existing processes, hindering collaboration with brands and retailers.
Leveraging her five years of prior retail experience at Suria KLCC, Hani initiated a comprehensive overhaul in 2018, beginning with the Langkawi International Airport (LGK) as the pilot project. She highlights LGK as the first local airport to feature a Costa Coffee outlet, showcasing the initial success of the revamp. Subsequently, the focus progressed to KL International Airport (KLIA), starting with the departure hall to minimise passenger inconvenience. However, the project encountered a temporary halt due to the onset of the Covid-19 pandemic, but has since resumed and has now achieved 80 per cent completion.
Notably, the revamped strategy at KLIA prioritises food and beverage (F&B) outlets over traditional retail stores, signifying a different approach to enhance to the passenger experience. Hani explains that many travellers are now looking to have more of a wholesome travelling experience beyond just shopping at airports, prompting efforts to introduce well-known international F&B brands alongside delicious Malaysian offerings such as Jibby Chow and Serai. Additionally, exclusive brand names like Jamie Oliver’s restaurant, being the first and only outlet nationwide thus far, contribute to a diverse and appealing selection.
On top of that, there are also exciting retail experiences to be had, as travellers and guests at the airports will be able to shop a number of renowned international brands. From in-demand labels such as Bulgari to Tory Burch and brands closer to home like Charles & Keith as well as multi-brand stores like Beaute Love, shopaholics who are waiting to board their departing flights or who have just touched down upon arrival will have more than they can ask for.
Apart from eateries and retail stores, the enhancement plan encompasses the provision of larger and more comfortable lounges for guests, as well as enticing duty-free offerings such as Eraman and Heinemann duty-free outlets. The strategising process considered various factors, including optimising available space to encourage passengers to explore the entire airport. Hani reveals that there were also tactical placements of in-demand brand outlets around the airports to ensure full use of the entire airport’s layout plan.
With proper strategies and brands in place thanks to Malaysia Airports, we’re certain that the airports in the country will continue to draw and attract both tourists and locals alike.