Business Innovation

Striding in Magnitude and Altitude

  • A full landscape shot featuring Sunway City Kuala Lumpur mascots – Leona representing Sunway Pyramid, Elfie representing Sunway Healthcare Group, and Captain Quack as well as Lady Quack representing Sunway Lagoon Theme Park, poised in between two Malaysia Airlines stewardesses in the lobby of Sunway Resort Hotel’s Grand Ballroom.
Business Innovation
  • For most, getting on a plane to travel and satisfy their wanderlust has been a pipe dream during the COVID-19 pandemic. As we approach the tail end of 2022, borders have been reopened, and travel is finally possible again.
  • Tapping into the boundless opportunities that await this travel revival, global aviation organisation Malaysia Aviation Group (MAG) and Sunway as one of Southeast Asia’s leading conglomerates have partnered to breathe new life into the country’s economy and in industries that both groups are present in – aviation, property, education, medical tourism and hospitality.

Whether it is Penang or Paris – travel is now no longer a yearning that cannot be fulfilled! Malaysians have travelled near and far for both business and pleasure as the pandemic slowly eased into an endemic. As a well-established brand in the industries of tourism and hospitality, Sunway has joined hands with another industry giant, a name synonymous with local travel – Malaysia Aviation Group (MAG) to provide a greater boost to the nation’s economy.

To officiate the partnership, a Memorandum of Understanding (MoU) was signed by both parties, namely Sunway Group executive director Sarena Cheah and MAG group chief executive officer Captain Izham Ismail.

A full landscape shot of MAG’s Captain Izham Ismail and Sunway’s Sarena Cheah co-signing a MoU to seal the partnership.

The MoU signing between Sarena Cheah and Captain Izham Ismail.

Witnessing the momentous occasion was Sunway Group founder and chairman Tan Sri Sir Jeffrey Cheah as well as Sunway Group deputy chairman Tan Sri Datuk Seri Razman M. Hashim, alongside Malaysia Airlines Berhad and MAG group chairman Tan Sri Wan Zulkiflee bin Wan Ariffin.

How it began

Great things come from humble beginnings, and this partnership between both groups kickstarted through Enrich, MAG’s Travel and Lifestyle loyalty programme. Following this partnership, members of the programme are offered greater value-added experiences allowing redemption of Sunway Pals points using Enrich points, which could be used to enjoy privileges at more than 1,000 merchants across Sunway business divisions including malls, theme parks, healthcare, education, and property – and vice versa.

A medium full landscape shot of Sunway Group founder and chairman Tan Sri Dr. Jeffrey Cheah (right) receiving an A350-900 model aircraft as a memento from Malaysia Aviation Group chairman Tan Sri Wan Zulkiflee bin Wan Ariffin (left), while Sunway Group deputy chairman Tan Sri Datuk Seri Razman M. Hashim (centre) looks on.

Both MAG and Sunway will leverage each other’s expertise to further elevate the areas of aviation, property, education, medical tourism and hospitality.

Similarly, members can redeem Enrich points with Sunway Pals points to be utilised for flights, seat upgrades, retail items, access to Malaysia Airlines Golden Lounges, hotel stays, dining and more.

“We are delighted to advance our collaboration with Sunway Group to jointly drive a wide spectrum of collaborative efforts. We believe that these efforts are vital for exploring and capitalising on new opportunities that will emerge, ultimately promoting brand awareness at greater levels. This is a momentous occasion for both brands as we join forces to advance the lives of millions of people and businesses that were impacted by the pandemic – particularly in the fields of aviation, property, education, medical tourism, and hospitality. Our collaboration with Sunway Group today demonstrates how organisations with shared values and goals can pave the way to accelerate industries and economic growth.” – Captain Izham Ismail, group chief executive officer of MAG

Tapping into each other’s strengths

The two industry powerhouses will explore collaborative initiatives which include new business opportunities, joint marketing campaigns as well as branding and promotional activities between the two. This will include their respective subsidiaries such as Malaysia Airlines, Firefly, MASwings, and Journify; as well as Sunway Malls, Sunway Theme Parks, Sunway Property, Sunway Education Group, Sunway Healthcare Group and Sunway Travel.

A full landscape shot of prominent Sunway Group and Sunway Aviation Group representatives on-stage alongside Malaysian Airlines stewardesses and Sunway City Kuala Lumpur mascots commemorating the finale of the MoU signing session.

Apart from raising both brands’ standing through purposeful collaborations, these efforts will undoubtedly accelerate Malaysia’s economic recovery and growth that was hampered by the pandemic.

Malaysia Airlines will now be the preferred airline of Sunway, while Sunway is now able to tap into new opportunities through the airline’s tour operating arm, MHholidays, digital student programme, MHexplorer, as well as a continued beneficial partnership via Enrich.

Medical tourism and educational opportunities

Healthcare – a fundamental pillar of Sunway, will also be further expanded through this partnership, with MAG and Sunway offering curated medical tourism packages together. Sunway Healthcare Group’s patrons seeking treatment at their facilities will be proffered exclusive discounts and air travel promotions involving MAG’s airline companies to make their entire journey a smooth and seamless one.

As internationally renowned brands, both MAG and Sunway have much to offer up-and-coming talents in their fields – this partnership will allow both brands to leverage each other’s expertise via student placements, academic information and knowledge exchange, joint-research projects and even new aviation programmes at selected Sunway educational institutions.

Sunway students will also enjoy perks of the airline’s digital travel programme, MHexplorer, for all their future travels.

Extending our sustainability commitment

In line with our goals to encourage sustainability amongst our various stakeholders to catalyse greater change and impact, this partnership will open more doors to sustainability initiatives as both groups have a shared commitment to this cause.

MAG and Sunway have both pledged to achieving net zero carbon emissions by 2050, parallel to the national climate agenda to be a carbon neutral economy by the same year.

“Our collaboration with Malaysia Aviation Group is one that we are very excited about. In addition to raising the standing of both brands through purposeful collaborations, these efforts will undoubtedly accelerate Malaysia’s economic recovery and growth that was hampered by the pandemic. Malaysia remains a touristic destination that has so much to offer. Through this partnership with MAG, we believe that it is time for revitalisation and recovery for these sectors once again, putting Malaysia on the world map.” – HC Chan, chief executive officer of Sunway Malls & Theme Parks


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