The airline’s latest move is to designate Johor as its southern hub with the delivery its new fleet of Boeing 737-400 aircraft on 26 March. From here the airline will fly to Kuching (Sarawak), Kota Kinabalu (Sabah), Langkawi, Penang and Sandakan.
Firefly’s aggressive push is timely as Firefly’s popularity has been growing since it began its operations in 2007 with just 10 ATR 72-500 turboprop aircraft, flying from its Penang and Subang hubs.
It has since ventured into jet aircraft operations with a new fleet of Boeing 737-800 servicing Kuching and Kota Kinabalu from the KL International Airport (KLIA) since January. It has also added Sandakan and Sibu (both in Sabah) to its flight routes – flying twice daily flights to both destinations from 1 August and 1 July respectively, with the latter increasing to thrice-daily from 1 August.
One of the reasons why more travellers are flying with Firefly is its fares, which are comparable and, at times, even lower than that of AirAsia’s. Another plus point is its Kuala Lumpur hub at Subang, which is located less than half an hour’s drive from the city centre. The Skypark Subang Terminal is an attractive airport, compared to the congested in the Low Cost Carrier Terminal (LCCT) in Sepang, which is more than hour’s drive from Kuala Lumpur.
Despite its low fares, Firefly is quick to dismiss suggestions that it has changed its business model to that of a low cost carrier. It also brushes aside contention that is competing with AirAsia or its own parent company, Malaysia Airlines (MAS). Instead its niche market is budget travellers, both leisure and business, looking for value for money fares.
The airline’s recent foray into Kuching (Sarawak) and Kota Kinabalu (Sabah) operating out of KLIA with promotional fares of around RM60 (US$20), when the services were launched in January, has again raised questions as to whether its “community airline” tag is more akin to a “low cost airline” tag.
Now with its newest hub in Johor, flying out of the Senai International Airport, the airline is poised to expand into more regional routes.
Pictured right: Skypark Subang Terminal
Firefly’s managing director Dato’ Eddy Leong said Johor was a significant hub for Firefly to tap into its target market that has expanded to include mass passengers from the southern region, Singapore, Batam and transit passengers in East Malaysia.
“The southern hub routes will also increase accessibility to tourists and business travellers to the commercial development of Iskandar Malaysia,” he added.”
(Iskandar Malaysia is a vast commercial development that comprises the main southern development corridor in Johor where “living, entertainment, environment and business seamlessly converge within a bustling and vibrant metropolis” and includes the 31ha Legoland Theme Park slated to open at the end of next year.)
Firefly will base two of the 162-seat B737-400 aircraft at Senai airport and will launch twice-daily return flights from Johor Bahru to Kuching from 19 May, and to Kota Kinabalu from 16 June.
As MAS connects Kota Kinabau to Australia, Tokyo, Seoul, Taipei and Hong Kong, Kota Kinabalu will serve as gateway to Johor Bahru, Johor’s capital city.
During the Malaysian school holidays, from 27 May to 12 June, the airline will operate special flights from Johor Bahru to Langkawi and Penang.
The sky’s seems to be the limit for this airline and, with its intended expansion regionally, travellers will gain from more choices in airlines to fly with at more competitive fares.
• Photo above: Receiving Firefly’s fully livered Boeing 737-400 jet aircraft (L-R) Ismail Ibrahim, Iskandar Regional Development Authority (IRDA)’s chief executive, MAS chairman Tan Sri Dr Mohd Munir Abdul Majid, Firefly managing director Dato’ Eddy Leong, Senai Airports’ deputy CEO Shahrull Allam
