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PM Launches "Malaysia Airlines - An Experience Redefined"
Prime Minister Datuk Seri Abdullah Ahmad Badawi tonight officially launched Malaysia Airlines` An Experience Redefined, a comprehensive aircraft cabin upgrade complete with a new total inflight delivery service designed to capture a greater segment of the premium travelling market.
Under An Experience Redefined, the cabin of 17 Boeing 777-200 and 17 Boeing 747-400 are progressively refurbished with the latest technology, futuristic style and innovative design in cabin comfort. This also includes the training of its cabin staff on the upgrade to further enhance inflight service delivery.
The upgrade involves every aspect of service and facility onboard the B777 and B747 to pamper the premier business travellers to a level that redefines air travel luxury and comfort.
Dato` Ahmad Fuaad Dahlan, the Managing Director of Malaysia Airlines, said: 'It is all about creating an entirely new experience for our premium passengers, from seat luxury and comfort, to high-end inflight entertainment and fine dining. All these within a cabin ambience created to appeal to the senses, and delivered by cabin crew who have done us proud by being rated the world`s best, year on year.â€
Malaysia Airlines is spending RM700 million to upgrade the B777-200 and B747-400 aircraft over a two-year period.
Over the next two years, more than 3,000 crew members will be trained under this programme. New service delivery modules will focus on increased interaction with passengers. It means thinking away from preset routines and procedures, because An Experience Redefined is about personalized one-on-one service, and customer engagement based on sound product knowledge.
Front-end passengers can enjoy better seat comfort with 80-inch seat pitch and flat bed facility in the First Class of the B747-400 aircraft, and a 58-inch seat pitch with angled flat beds in the Business Class of both the B747-400 and B777-200 aircraft.
The new First Class on the B747-400 will showcase a completely new interior in Zone A of the First Class area. The centrepiece of the new First Class cabin is the electrically operated seat with articulating arms linked to recline a full flat bed, extendable leg rest, footrest surface and adjustable lumbar with massage feature, electrically operated headrest, a large dining table with a buddy seat and a privacy shell with no encroachment into the passenger personal space.
The Business Class seats in both aircraft types will also take on a new dimension. The seat will be an angled lie-flat seat with additional legroom built into the design. Other features include adjustable lumbar and headrest, privacy shell and a large meal tray. At recline position, the seat will transverse inside the fixed shell, allowing for more personal space and privacy. In addition to the privacy shell, a sliding divider will provide additional level of privacy to travellers while sleeping or working.
Malaysia Airlines is also offering the latest and most advanced in-flight entertainment (IFE) system to all passengers of its newly reconfigured Boeing 777-200 and retrofitted 747-400. This means all passengers, regardless of class, will have more than 350 entertainment options, including 40 movies, 60 short features and 200 CD titles on demand, all accessible via personal digital touch screens. They can start and stop their movie or music choices whenever they wish and also have access to 45 video games and 10 interactive multiplayer games as well as SMS and e-mail facilities. Economy Class passengers will enjoy the same IFE but through different hardware.
Dato` Ahmad Fuaad said: 'We value this class of passengers too – increasingly younger, more IT savvy, and who are our potential premium passengers.â€
For the B777-200 aircraft, the reconfiguration involves converting the three classes (First, Business, and Economy) to just two classes – Business and Economy. There will be 42 Business Class seats and 247 Economy Class seats. The B747-400 will still have three classes (First, Business, and Economy) but fewer seats to enhance passenger comfort. It will have a configuration of 12 First, 41 Business and 306 Economy class seats.
Capping the upgrade is the painting of the exterior of one B747 and one B777 aircraft, each with a different design specially created to introduce An Experience Redefined persona to the public, as well as to add a distinctive personality to each aircraft.
The hibiscus for the B747 aircraft was incorporated into the first design as the main motif, based on its significance as the national flower. Its resplendent red tones add vibrancy to the overall look whilst lending a touch of Malaysian warmth to it. The free-flowing placement of the hibiscus (akin to its swaying in a breeze) also gives it a sense of flight and freedom. The hibiscus design is consistent with the pattern used in the First Class cabin décor and elements like the seat fabric, napkins and blankets.
The B777 aircraft uses heliconia leaves as the main motif, keeping in line with the new décor for the Business Class cabin and its elements. Its rich blue tones give the aircraft an elegant and luxurious appearance while the fine lines on the heliconia leaves portray perfection, attention to details and a sense of finesse.
For both designs, a stylised rendition of ribbons is also included to add movement, liveliness and certain sensuality to the design. Ribbons (on gifts) symbolise new beginnings, new surprises and the delightful experience of unwrapping a gift.
Kuala Lumpur 23/03/2005
