KUALA LUMPUR: Berjaya Air is carving out a premium niche in the regional aviation space as it expands beyond its traditional charter roots, positioning itself as a boutique carrier focused on elevated short-haul travel rather than mass-market scale.
Speaking to SunBiz on the sidelines of the Matta Fair, Berjaya Air general manager Mohd Amri Mohd Akib said the airline’s long-term strategy is centred on building a differentiated product that balances comfort, accessibility and convenience, while remaining within reach for a broader segment of travellers.
“Berjaya Air is positioning itself as a premium regional airline with a clear niche rather than pursuing scale for its own sake,” he said.
The airline’s direction is underscored by the introduction of the ATR 72-600 Business Class Highline, which Amri described as a defining feature of its “affordable luxury” proposition. The enhanced turboprop configuration is designed to deliver a more refined onboard experience, including a private cabin feel and greater personal space.
At the same time, the carrier is laying the groundwork for regional expansion, with a growing network across Thailand and Indonesia signalling ambitions beyond a purely niche operation.
“We are building a serious regional growth platform, but in a very focused and deliberate way,” Amri said.
A key pillar of that strategy is its exclusive base at Sultan Abdul Aziz Shah Airport in Subang, which the airline views as integral to its overall value proposition.
“Subang is not just an airport choice, it is part of the overall product proposition,” he said, noting that the airport’s proximity to the city supports a more seamless and time-efficient travel experience.
Amri added that Subang has strong potential to emerge as a viable alternative gateway for regional travel, particularly among passengers prioritising convenience over the scale offered by Kuala Lumpur International Airport.
On the commercial front, Berjaya Air is leveraging synergies within the broader Berjaya Group ecosystem to strengthen its market positioning. Its collaboration with Berjaya Hospitality Group enables the bundling of flights with curated stay-and-fly packages, along with exclusive privileges at affiliated hotels and resorts.
While this provides a built-in leisure pipeline, Amri emphasised that the airline is not solely reliant on internal demand.
“The positioning is broader than just serving group-linked travellers. We are targeting independent travellers who are looking for a more comfortable and elevated short-haul experience,” he said.
This approach comes amid a highly competitive and price-sensitive aviation landscape dominated by low-cost carriers.
However, Berjaya Air is not attempting to compete on fares alone.
“Our proposition is based on value, not just price,” Amri said.
“We are offering a different choice for travellers who want more comfort and a more refined experience on regional routes.”
To sustain load factors, the airline is combining its onboard product with destination appeal and bundled offerings, creating a more holistic travel proposition that extends beyond the flight itself.
Industry-wide challenges such as fuel price volatility and geopolitical uncertainties remain a concern, particularly for smaller operators. Nevertheless, Amri said, Berjaya Air’s focused strategy provides a degree of resilience.
“We are not building a mass-market model. Our emphasis is on thoughtful expansion, a high-value product and closer integration with hospitality offerings, which gives us more flexibility in managing demand and yield,” he said.
In line with that philosophy, fleet growth will be measured rather than aggressive. The airline intends to align capacity expansion with route performance and market response, ensuring that growth remains sustainable.
“Our direction is to grow thoughtfully, matching fleet and network development to demand,” Amri said.
At the Matta Fair, Berjaya Air is targeting a mix of premium leisure and experiential travellers, including families and couples seeking a more seamless and comfortable regional journey.
Looking ahead, Amri said, the carrier is well-positioned to support Visit Malaysia Year 2026 by enhancing connectivity to both domestic resort destinations and key Asean leisure markets.
“By pairing air connectivity with hospitality and curated travel experiences, we can help channel more inbound traffic into destinations that benefit from quality tourism growth.”
