Malaysia Airlines inflight sales up 28%

Gavin Lipsith

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The airline's Temptations brochure proves a success as it adopts a new inflight retail theme for 2006

Strong merchandising and a new focus on fashion accessories have boosted inflight sales at Malaysia Airlines by 28% in 2005. Addressing guests at the launch party for the new theme of the carrier's Temptations inflight brochure for 2006, Malaysia Airlines Golden Boutique assistant general manager Raja Nordiana Zainal Shah revealed that sales for the year surpassed R3.8m ($1.01m).

Shah explained that the success was the culmination of an impressive turnaround since the inflight retail business returned to profit in 2003. Although fragrances make up the biggest share of sales, she said that an increasing focus on fashion accessories, especially ethnic products sourced from around the world by the airline's buying team, had driven growth over the past year. "Since we adopted a multi-ethnic approach to our inflight retail business in 2004 we have been leading the development of this new category in the inflight market," said Shah.

The company's cabin crew had also been critical to the growth, she added, pointing to Malaysia Airlines crew's regular successes at the Inflight Sales Person of the Year awards, including winning the overall award in last year's ceremony.

The quarterly Temptations catalogue has adopted a fantasy theme for 2006, with bold photography of products on offer set in fantastical settings. A new variation on the theme will be introduced in each of the four brochures this year.