AirAsia is Southeast Asia’s largest low-cost carrier, but it will face new competition from Malaysia Airlines’ (MAS) Firefly, which will begin operating Boeing 737-800s this month. MAS mainline had been vying against AirAsia by discounting excess seat inventory through “everyday low fares” promotions. “But by doing that, you run the risk of diluting your brand value,” says MAS Managing Director and CEO Azmil Zahruddin. “We see that Qantas and Jetstar have been quite successful,” he ...


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