AirAsia Asias First Low Cost No Frills Carrier
INTRODUCTION Headquartered in Kuala Lumpur, Malaysia, AirAsia was originally launched by DRB-Hicom in the late 1990’s as the second national carrier with an aim of capturing the majority of the domestic sector operations, which was monopolised by Malaysian Airlines. ... officially took over AirAsia from DRB-Hicom, making it the official holding company. Keeping the original AirAsia brand, and with a target segment consisting of budget-conscious travelers, TuneAir launched the airline as Asias first low fare, no frills carrier in January 2002, with the mission of “Given freedom to air travel by making flying affordable”, which was aptly emphasised by its slogan - “Now Everyone Can Fly! ... With four domestic routes and two planes to start with, the low fares, no frills concept was introduced to Malaysians, and these were exciting news to many as flying was perceived as unaffordable and the majority of Malaysian had never flown before.