Air Promotion Group (APG) – Strengthening Reach and Content Delivery in Offline Markets
Malaysia Airlines announces the signing of three strategic Memorandum of Understanding (MoUs) with key global trade partners – APG (Air Promotion Group), StudentUniverse, and ATPI (Advanced Travel Partners International) – as part of its continuous efforts to enhance market reach, deliver greater value to its diverse customer base, and strengthen its global distribution and commercial presence.
Dersenish Aresandiran, Chief Commercial Officer of Airlines, Malaysia Aviation Group (MAG), said:“These partnerships reflect Malaysia Airlines’ strategic ambition to deepen our reach across multiple customer segments and geographies. Whether it’s extending our content to offline markets, creating added value for students, or enhancing our marine segment capabilities – we are focused on providing seamless, value-driven experiences for travellers worldwide. We look forward to working closely with our partners to unlock new opportunities and deliver mutual growth.”
Malaysia Airlines is poised to strengthen its global distribution strategy through a strategic partnership with APG, the world’s largest and most successful airline representation network. By joining the APG Platform—APG’s NDC (New Distribution Capability) portal—the airline will expand its presence in offline markets and unlock wider access to its complete NDC content.
Leveraging APG’s network in over 150 countries, Malaysia Airlines will expand its reach to travel agents globally, driving revenue growth and strengthening its presence in offline markets. The APG Platform also enables cost-effective distribution of enriched content—like dynamic offers and bundled fares—while giving agents access to a wider travel portfolio, including hotels and car rentals.
Malaysia Airlines and StudentUniverse have significantly strengthened their strategic alliance, expanding its global footprint and officially designating Malaysia Airlines as one of its Global Airline partners. This underscores its commitment to the student travel market by offering exclusive fares, discounts, and value packages. As the world’s leading student travel platform, StudentUniverse will feature Malaysia Airlines as its preferred partner, boosting brand visibility and providing full marketing support. This collaboration combines both brands’ strengths to deliver top-tier, tailored travel options while promoting cultural exchange and accessible travel for the next generation of global explorers.
Since its collaboration in 2024, StudentUniverse has significantly contributed to student segment revenue growth, particularly in key markets such as Australia and New Zealand. To date, the platform has generated substantial revenue, with significant contributions from student movements in Australia, the UK, and the US.
ATPI – Strengthening the Marine Travel Segment
The MoU with ATPI designates them as Malaysia Airlines’ preferred marine travel partner from 1 May 2025 to 30 April 2026. This strategic partnership will focus on jointly promoting Malaysia Airlines’ flights to the marine and energy sectors, leveraging ATPI’s global reach and specialised expertise in the marine travel market.
By leveraging ATPI’s industry insights and global footprint, Malaysia Airlines aims to enhance its appeal and accessibility to key marine hubs and routes, positioning itself as a preferred airline for companies and professionals operating in these vital industries. The partnership also reflects Malaysia Airlines’ broader strategy to tap into niche travel markets and drive sustainable growth through targeted commercial collaborations.
