After months of anticipation,
Malaysia Airports' flagship Licence to Win (LTW) 2025 airport sales campaign
culminated in a spectacular grand finale at Bangunan Sultan Abdul Samad. James
Robert from Indonesia was named the grand winner of Licence to Win 2025, with
his wife, Raenita Santoso, acting as his proxy. Raenita competed in the
evening’s games on his behalf, successfully navigating her way through to the
finals.
Finalists competed in high-stakes
challenges throughout an adrenaline-charged night designed to test speed, focus
and precision. Other prizes included Traveloka travel experiences to
Switzerland, Australia and Japan, exclusive Eraman shopping sprees, monthly
rewards, and the unveiling of a BMW R1300 GS adventure touring bike, building
up to the grand finale.
Finalist Mohammad Bin
Hashim competes in the finale games, heightening the intensity of the
competition Top two finalists, Abul
Ashraff and Raenita Santoso, face off in the final round “Unlock the Dream”,
marking the competition’s most thrilling and decisive moment.
Licence to Win 2025, themed “Own
the Dream,” ran from July to December 2025, offering travellers opportunities
to win prizes with everyday airport purchases, with a minimum RM100 spend at
participating outlets required to qualify for the draw. The campaign partnered
with Traveloka, Southeast Asia's leading travel tech platform, for aspirational
travel rewards and seamless digital integration. It also partnered with Eraman
to enhance retail and dining experiences. The initiative was highly successful,
generating over RM200 million in total sales and attracting more than 500,000
entries across Malaysia Airports’ network, a 56 percent growth year-on-year.
The campaign also reflects Malaysia
Airports’ ongoing focus on enhancing service and elevating the overall
passenger experience, as airports continue to evolve beyond transit hubs into
vibrant lifestyle destinations. These efforts support the broader ambitions of
Visit Malaysia 2026, positioning the country’s airports as welcoming gateways
that showcase the best of Malaysia to both domestic and international
travellers.
The campaign revealed shifting
traveller trends: the highest single receipt was RM93,000, and Duty Free
remained the top purchase category. The attractive and affordable minimum spend
for food and beverage also contributed to the increase in participation,
allowing the campaign to be more accessible across categories.
| Hani Ezra Hussin, Senior General Manager of Commercial Services at Malaysia Airports, delivers her opening speech at the Licence to Win 2025 Grand Finale |
Hani Ezra Hussin, Senior General
Manager of Commercial Services said, "The campaign reflects the strength
of our evolving retail strategy and our continued focus on elevating the
airport experience for travellers. Strong participation and sustained sales
demonstrate our ability to create more engaging and rewarding retail
experiences across all touchpoints, while supporting our partners in driving
visibility and growth. We are delighted to celebrate our winners, as our
efforts beyond transactions continue to create meaningful and memorable moments
for passengers, enhancing the overall travel experience."
The conclusion of Licence to Win
2025 underscores Malaysia Airports' ongoing efforts to elevate the airport
experience, delivering greater value for travellers while supporting a more
seamless and enjoyable journey. Building on this momentum, Malaysia Airports
remains focused on creating meaningful travel experiences that reflect the
warmth, vibrancy, and hospitality of Malaysia.
| BMW R1300 GS motorcycle winner Ang Mei See (representing Ang Hock Lai) celebrates their win as she proudly showcases the new prize. |
The long-awaited Licence to Win Grand Prize winner, Raenita Santoso (representing James Robert), poses proudly with their brand-new Porsche 911 Carrera, marking the pinnacle of the event’s victory celebrations.