Airline: Malaysia Airlines
Launched: Roll out started September 2022
Elements: Interior design • Technology • Comfort • Catering • Service/Crew • CSR
Malaysia Airlines showcases its rich cultural heritage across its modern new onboard service concept
Malaysia Airlines prides itself on promoting and showcasing its rich cultural heritage across all elements of its inflight services. For the B737-800NG cabin concept it was determined to celebrate Malaysian culture and style while creating a sophisticated and tranquil cabin environment and unique passenger experience.
The goal was to create an experience that immersed passengers in a world of serene elegance and cultural richness while also incorporating new technology and sustainability into every aspect of their journey. The vision was to meet the expectations of today’s travellers and position Malaysia Airlines as a leader in sustainable and culturally-rich air travel. This concept thinking was applied to multiple elements of the cabin design, with each element contributing to the overall vision.
The design needed to align with the established brand identity and appeal to discerning travellers seeking an elevated travel experience both in terms of comfort and aesthetic appeal. The carrier wanted to appeal to passengers who value cultural richness, sustainable practices, and modern technology.
The cabin concept also needed to embody the essence of Malaysian hospitality and showcase the country’s diverse culinary and cultural heritage while embedding all modern passenger conveniences and best practice.
Interior Design
The new B737-NG aircraft interiors were designed with serenity and elegance in mind, creating a visually stunning and culturally rich environment. The goal was to transport passengers into a tranquil and relaxed world from the moment they stepped into the cabin. The trademark blue colour of Malaysia Airlines flows seamlessly throughout the cabin, setting a relaxed mood; while the batik motif debossed on the seat upholstery, adds to the aesthetic appeal, highlights the local influences and aims to bring the cultural richness of Malaysia to every nook and cranny of the cabin.
Service/crew
The cabin crew’s iconic kebaya uniforms were intricately designed and used traditional batik fabric to create a stunning representation of Malaysia’s unique identity. They were designed to be a true work of art that would set the carrier apart from other airlines and reflect its commitment to its home nation. In a clever showcase of Malaysian performing arts talent, the uniform also features in a new safety video which combines the enchanting world of Malaysian performing arts and culture with key aviation safety advice in an informative yet captivating way. The goal was to showcase Malaysian talents and identity in a unique and engaging way.
Catering
The inflight catering menu features a range of wholesome Malaysian delicacies and signature dishes representing the very best of Malaysian cuisine. The menus showcase the country’s diverse culinary heritage and embody the essence of Malaysian hospitality. The F&B product packaging integrates the brand essence into the design, adding an elegant cultural touch to the dining experience. The use of sustainable and eco-friendly materials further emphasizes the airline’s commitment to environmentally- conscious practices.
Technology
The wireless IFE system, MHstudio, offers over 500 on-demand entertainment options and personalised shopping experiences. Each seat also features individual charging ports (USB type-A and type-C), ensuring that the passengers’ personal devices remain fully charged throughout their flight. This allows them to sit back, relax, and indulge in a personalized entertainment experience it is hoped will leave them feeling truly pampered.
CSR Elements
Malaysia Airlines is committed to reducing its environmental impact and sustainable practices were prioritised so they could be integrated into the cabin design. For example, the B737-800 NG cabin refresh introduced lighter seats and wireless inflight entertainment. The subsequent reduction in the aircraft weight is resulting in lower fuel consumption and a smaller carbon footprint. Up to 89.1% of the material used in the seats was also recyclable to minimise waste. The transition from seatback IFE to wireless IFE has made the seats considerably leaner and lighter, providing passengers with a more personalised and convenient entertainment experience while also being more sustainable.
Feedback
Overall the concept has been developed to significantly improve the customer experience with features that positively impact the passengers’ mental and emotional state, leading to a more enjoyable and stress-free travel experience. The concept aimed to combine the traditional cultural beauty of its home nation with the modern technology and maximum convenience. So far the team has received positive reviews on the implementation. It believes the unique combination of features leaves passengers feeling pampered, well taken care of and satisfied with their travel experience, increasing the likelihood of repeat business and positive word-of-mouth recommendations.
Will Malaysia Airlines win Cabin Concept of the Year 2023? Join us in Hamburg on June 6 2023 as we unveil winners at the Onboard Hospitality Awards ceremony at the World Travel Catering & Onboard Services Expo (WTCE).
