The Commercial Division of Malaysia Airports Holdings Berhad is collaborating with UnionPay International to boost Chinese tourist spending at its airports.
The move is said to be in line with Malaysia Airports’ Commercial Division’s new strategic direction which calls for a targeted passenger focus. According to Malaysia Airports Holding Senior General Manager Commercial Services Berhad Mohammad Nazli Abdul Aziz, the collaboration also fits in with the significant growth of Chinese passenger traffic.
Air China, Shanghai Airlines and Spring Airlines were the latest to join the fleet of Chinese airlines flying to Kuala Lumpur and Kota Kinabalu in 2015. Together they connect Malaysia to more than 17 key cities located throughout China.
“According to statistics obtained from Tourism Malaysia, on average, a Chinese tourist spends approximately MYR3,300 (US$847). If Tourism Malaysia achieves its target Chinese tourist arrivals of over 2 million for 2016, this will translate to more than MYR6.7billion (US$1.72 billion) in tourist receipts. Capturing a fraction of that will contribute positively to our revenue. UnionPay is a fast-growing global payment brand.
Partnering UnionPay International will allow us to tap into the Chinese tourists.”Nazli said: “The Chinese tourists market is a priority for us given their volume and strong spending power. Last year, total passenger movement between Malaysia and China stood at approximately 5.54 million, the second highest for Malaysia Airports. Much of it is boosted by the fact that we currently have 12 airlines connecting Malaysia to over 17 destinations in China. We expect the Chinese tourists market to increase even further with the visa-waiver programme.
To further boost tourist spending, Malaysia Airports has signed several new brands at its international gateways. Among the local brands are Noodlelicious, Sofia Iman, Killiney Kopitiam, and Upin & Ipin Café. New international brands include Michael Kors, Pedro, Montblanc and Barry Smith.
The partnership between Malaysia Airports Holdings Berhad and UnionPay includes the ‘Be Rewarded When You Spend Campaign’, of which the launch coincided with the prize presentation ceremony to mark the conclusion of Malaysia Airports’ Indulge & Explore Campaign.
UnionPay International Southeast Asia General Manager Wenhui Yang said: “We are pleased to partner Malaysia Airports for the “Be Rewarded When You Spend” campaign. Malaysia Airports is one of the biggest players in Malaysia’s tourism and hospitality industry, our collaboration is in line with our efforts to bring greater value and more exciting privileges to our customers, wherever they go.”
Foo Yit Kin from Kota Bahru, who claimed the Grand Prize in the Indulge & Explore Campaign, won a six-day trip to participate in a Panda Experience Programme in China.According to data recorded by Malaysia Airports’ recently-concluded Indulge & Explore Campaign, Chinese tourists were among the top three airport spenders. For the three-month duration of the campaign, which ran from 7 December 2015 to 6 March 2016, Chinese tourists spent an estimated MYR1.65million (US$425,000) at KLIA/klia2 combined. On the whole, the campaign saw a +7% increase over the previous year’s initiative.
In addition to the Grand Prize won by Foo, the Indulge & Explore Campaign also awarded 13 weekly prizes, including Lovina Dolphin trips to Bali and New Leaf Detox programmes in Koh Samui, Thailand. The 13 weekly prize winners were selected throughout the campaign period, with each weekly prize winner also entered to win the Grand Prize.
According to Malaysia Airports, more than 43,500 travellers from 164 countries partook in the Indulge & Explore Campaign, with top participation from Malaysians followed closely by Chinese tourists.
Malaysia Airports’ Indulge & Explore Campaign, which was supported by MasterCard, provided the opportunity for shoppers to double their entries when they used their MasterCard.Nazli added: “The Indulge Campaign is an important component of our overall commercial strategy. It underscores our drive towards providing passengers and visitors with the total airport experience. 2016 will see us doing even more to drive the message home.”
MasterCard Group Country Manager Indonesia, Malaysia and Brunei and Group Head Islamic Payments and Southeast Asia Safdar Khan said: “MasterCard understands that Malaysians love to travel and for many of them, shopping is an integral part of their trip. According to our latest Consumer Purchasing Priorities Survey, nine in ten Malaysians intend to travel in the next year and shopping is among their top three activities when travelling.”
He added: “Together with Malaysia Airports, we are delighted to have delivered unique travel experiences in conjunction with the Indulge & Explore Campaign over the past decade. We look to continue offering exciting benefits and exclusive rewards to MasterCard cardholders at every step of their journey.”