With the rise of mobile-first trends in aviation, Malaysia Airlines (MAB) is rolling out three digital initiatives to improve the passenger experience.
The first is MHguardian, a mobile application due to launch in the third quarter of the year that enables parents or guardians to track unaccompanied minors throughout their travels. The app also extends support to unaccompanied elderly passengers and passengers who require special assistance.
Meanwhile, Mhfeedback is a mobile app that allows customers to immediately share their feedback anonymously about their airline experience. By way of AI technology, images and comments submitted are classified and analysed for sentiment and immediately directed to the responsible service unit.
Finally, MHchat is an interactive Facebook Messenger BOT that passengers can use to make bookings, payment or retrieve their flight itinerary. The airline is the first in Asia to allow bookings and payments via Facebook Messenger.
“More than half of Malaysians prefer to plan, research and book their trips via mobile. This just shows that passengers are more self-sufficient and that they want more control over their travels,” said Arved von zur Muehlen, chief commercial officer at MAB.
Malaysia’s flagship airline has been struggling to turn a profit since the twin tragedies that struck in 2014. A major turnaround plan included downsizing, fleet changes, and route adjustments in the last few years.