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This all comes as Malaysia Airports prepares to support “Visit Malaysia Year 2026” with yet more refreshed retail experiences; many supported by new technology. “Eraman is embracing digital transformation to enhance the travel retail experience through a range of innovative omnichannel initiatives. Self-checkout kiosks have been introduced across most duty free outlets, o ff ering travellers a faster and more convenient shopping experience. Additionally, we are preparing to launch RFID technology to streamline transactions and improve operational e ffi ciency.” Hani Ezra also relates how “Our Click & Collect e-commerce platform is currently in the planning phase and is set to launch in Q1 2026, enabling customers to pre-order products online and conveniently pick them up at the airport. These initiatives reflect our commitment to delivering a seamless, elevated shopping journey for travellers.” In a further example Valiram is also actively investing in digital transformation to enhance customer experience including the installation of interactive digital displays and cu tt ing-edge automation such as self- spraying perfume testers, and omnichannel marketing initiatives “featuring Key Opinion Leaders to drive engagement and brand visibility.” Looking to Malaysia Airports’ retail vision beyond 2025 Hani Ezra says Malaysia Airports’ priorities will continue to be focused on establishing itself as a premium lifestyle destination: “This goes beyond travel – we are shaping a memorable experience for passengers by curating a diverse range of retailers across food and beverage, beauty, fashion, luxury, and specialty services.” Consequently, many store additions and upgrades are planned for the year “alongside a focus on fresh, vibrant campaigns and experiences.” Overall, the aims of the Commercial Reset are for a very ambitious increase in sales: “We aim to increase revenue and redefine growth opportunities through the continued implementation of the strategy, targeting a 37% growth in MASB rental income.” Besides classic retail o ff ering, the whole range of non-aeronautical revenues streams are being mobilised. As Hani Ezra relates: “We are also working to unlock ancillary revenue opportunities in areas such as car park operations and advertising, supported by the introduction of value-added services, increased automation, and new advertising models – through these e ff orts, we believe Malaysia Airports is set to play a leading role in shaping the broader aviation and retail industries in the region.” Tuesday 1 3 May 2025 29 T F W A D A I L Y At KLIA Terminal 1, the Eraman Duty-Free Mall has expanded to feature over 550 brands, including the Charlo tt e Tilbury store and the soon-to-be-opened Läderach outlet at KLIA Terminal 2 – the very first in Malaysia for the premium confectionery o ff ering. engagement has unfolded Hani Ezra explains howMalaysia Airports is expanding vegetarian F&B options in response to the growing Indian market. “Our retail partner, Valiram, has specifically invested in market research to gain deeper insights into Indian consumers’ brand preferences, price sensitivities, and product expectations, enabling us to tailor our o ff er more e ff ectively.” Explaining how strong experiential theming also plays a significant role in the commercial strategy Hani Ezra relates: “We have found that incorporating cultural storytelling into our retail concepts has boosted engagement and sales – local gifting and souvenir brands such as Borneo Pearls, Kapten Batik, and Royal Selangor have all showcased products that are infused with cultural heritage and narrative – this is very much moving beyond transactional retail.” The Commercial Reset has achieved a near-90% completion stage representing 1,088 stores across the Malaysian Airports’ group with full completion targeted mid- 2025. At KLIA Terminal 1, the Eraman Duty- Free Mall has expanded to feature over 550 brands, including the Charlo tt e Tilbury store and the soon-to-be-opened Läderach outlet at KLIA Terminal 2 – the very first in Malaysia for the premium confectionery o ff ering. In other landmark moves the “Dimensi Eksklusif” luxury duty free outlet has also been expanded and refurbished, and local specialty “Sense of Malaysia” concepts stores have opened at five Malaysian airports, namely KLIA, Langkawi, Penang, Kota Kinabalu, and Kuching. While Hani Ezra relates how key aspects of the Commercial Reset include “rethinking our retail mix” by introducing more experiential and premium brands, she also stresses the key desires to “elevate the sense of place within our airports by creating a balance between international luxury names and local brands, ensuring that shoppers can experience a blend of global recognition and authentic Malaysian culture.” Hani Ezra is able to easily quantify how this ‘glocalisation’ has been realised on-airport. “In the F&B segment we have curated a mix comprising 40% local Malaysian flavours and 60% international cuisines to cater to diverse palates while our Sense of Malaysia stores showcase over 30 Malaysian brands, spanning artisanal crafts, traditional delicacies, wellness, and fashion, such as Borneo Pearls and Royal Selangor.” Meanwhile, “o ff ering a comprehensive international retail experience” the Eraman Duty-Free Mall features a dazzling 550 global brands, according to Hani Ezra. Malaysia Airports’ Commercial Reset and retail growth is being significantly supported by enhanced air service connectivity and infrastructure development. The addition of 12 new airlines and 24 new destinations in 2024, particularly marked by new services to China and the Middle East, has boosted international tra ffi c to 49.6 million travellers.