|As the largest airline in Malaysia by fleet size and destination, AirAsia has actively worked to be at the forefront of innovation in the aviation industry with the use of digital technologies. To maintain its competitive advantage as a leading low-cost air transport service provider in the ASEAN region with 110 destination hubs, it has set its sights on becoming a digital airline by employing a data-first culture centered on delivering relevant and personalized experiences to its customers. Through big data analytics and machine learning, AirAsia has been able to capture the data of its 500 million passengers, analyze customer behavior, and derive insights quickly and accurately. This allowed the airline to identify opportunities and transform ideas into deliverables.|
With customer-centricity at the core of its digital strategies and investments, AirAsia has begun to use predictive technology and complex algorithms to forecast customer demand for ancillary products, such as baggage, seats, and meals, and optimize pricing for a broad range of services. On the operations side, the digital airline program has reduced costs by as much as 10% in just over a year. As its deployment matures, it is also poised to reap further benefits. By employing an enterprisewide cloud-based platform under its Digital Airline Program, AirAsia improved collaboration across business units, automated processes, and created custom reports — all of which contributed to enhanced operations, reduced costs, and increased revenue streams.