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ShopLAH brings together shopping, dining and cultural storytelling, while collaborations with Malaysian artists add a more experiential dimension to the commercial offer. “In that sense, it helps translate our ‘Sense of Malaysia’ into something tangible by making local identity more visible, more interactive and more shoppable for travellers,” says Hani Ezra Hussin, Senior General Manager of Commercial Services, Malaysia Airports Holdings Berhad. of local brands and flavours, products that reflect Malaysian culture and craftsmanship, and campaigns and experiences that bring local storytelling into the airport journey.” This is not just a branding idea. It is increasingly a meaningful commercial proposition in its own right. Malaysia Airports saw gifts and souvenirs grow 42% year-on-year in 2025, highlighting a real appetite for products and experiences that reflect place, culture and identity. Initiatives like ShopLAH are important in this regard because they bring together shopping, dining and cultural storytelling in a way that feels distinctly Malaysian, while also giving travellers more reasons to engage and spend. “So the goal is not to choose between local and global,” Hani Ezra explains. “It is to create the right blend. We want travellers to find the international brands they recognise, but we also want them to leave with a strong sense that they have passed through Malaysia, not just through another airport.” Turning innovation into commercial impact Innovation for Malaysia Airports is not about technology for its own sake. It is about using the right tools to create a better passenger journey and a stronger commercial outcome. One important area is omnichannel engagement. Through the MYAirports app and related digital touchpoints, Malaysia Airports is increasingly able to connect utility with conversion. Flight information, parking, privileges, promotions and discovery are no longer separate parts of the journey. They are becoming part of one connected ecosystem. “ShopLAH is a good example of how we are extending that thinking beyond a simple retail campaign,” says Hani Ezra. “It brings together shopping, dining and cultural storytelling, while collaborations with Malaysian artists add a more experiential dimension to the commercial offer. In that sense, it helps translate our ‘Sense of Malaysia’ into something tangible by making local identity more visible, more interactive and more shoppable for travellers. The campaign also supports our broader ambition of making airport retail part of the visitor experience, rather than just a final purchase before departure.” Another example is Malaysia Airports’ campaign strategy more broadly. ‘Licence to Win’ has shown how retail can be made more visible, more participatory and more rewarding. “It gives passengers a reason to explore, interact and spend, while also helping direct traffic towards priority outlets and partners,” Hani Ezra explains. Infrastructure as a commercial enabler Physical and digital infrastructure are both becoming increasingly important to commercial growth because they shape how smoothly passengers move through the airport, howmuch time they have to engage, and how effectively airports can connect them to retail and dining offers. At KLIA, this starts with the physical environment. “The upgraded commercial spaces, including the revamped Eraman Duty Free Mall at Terminal 1 and refurbishment works at Terminal 2, are helping us create a stronger platform for retail performance,” Hani Ezra shares. “These are not simply cosmetic upgrades. They form part of a broader effort to improve passenger flow, relevance and overall dwell-time quality.” At the same time, KLIA has also implemented a coordinated programme of terminal and operational enhancements across both terminals. “These include the introduction of the Vehicle Access Management System to improve kerbside traffic flow, enhanced wayfinding, and better trolley availability in high-traffic areas,” says Hani Ezra. “More recently, Terminal 2 has undergone significant upgrades, including the refurbishment of its boarding lounges into more open-concept spaces, as well as additional self-service check-in and bag drop facilities to improve peak-hour processing capacity. All of these improvements matter commercially because a smoother and less stressful airport journey creates more opportunities for passengers to browse, discover and spend.” Shaping the next phase of growth Looking ahead, Malaysia Airports’ priorities are centred on building on this momentum. This includes refining the commercial mix, strengthening local differentiation in a meaningful way, and creating greater value from each passenger journey. “At the same time, we will continue to enhance connectivity across the passenger journey, ensuring that discovery, convenience and conversion work more seamlessly together,” says Hani Ezra. Ultimately, the ambition is for KLIA and the winder network to be seen not just as transit points, but as curated gateways that offer a more engaging and memorable travel experience. At KLIA, the upgraded commercial spaces, including the revamped Eraman Duty Free Mall at Terminal 1 and refurbishment works at Terminal 2, are helping Malaysia Airports create a stronger platform for retail performance. Tuesday 12 May 2026 30 T F W A D A I L Y