Malaysia Airlines still in recovery, says CEO

Company to finalise product offering before launching full rebrand
The boss of Malaysia Airlines says he is not ready to draw a line under the twin disasters that hit the company in 2014.
Speaking during WTM London, Christoph Mueller said the company was still suffering the trauma of what happened to flights MH370 and MH17.
“We feel a moral obligation, of course, to take care of the next of kin and do everything we can to contribute to the ongoing investigation,” he said. “I have been involved in a lot of incidents in my aviation life and one thing I have learned: never interfere with the officially appointed investigators and what they communicate.”
He added: “I have to say that our employees when I arrived were still in a deep state of shock. I’ve never seen that in another airline.
“We all suffer still from the memory but we also have the obligation, really, to move on because we have to take care of ourselves as a community of employees looking forward to create a company that is profitable and can survive on its own means without any support from the government.”
Mueller refused to give any details on the much-talked about rebrand of the airline. Following the disasters, the airline’s owner decided to take it private before relaunching it as a new company in September.
“I think it is justified to give the company a new raison d’être. It might be expressed by a new brand, it might be expressed by a new logo, but I think more important is that it’s expressed by new values and behaviours by our people.”
He said the company would finalise its product offering before launching the full rebrand and said he did not “want to disclose more at this point in time.”
During WTM, Malaysia took the opportunity to reveal details of its new A330 business class seats. The company is looking to place a greater emphasis on connectivity within Asia and Australasia. It has already cut back on some of its European routes. But Mueller insisted it would continue to use its A380s for its London-Kuala Lumpur service.
TTG Digital


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