Cathay Pacific is reinforcing its confidence in Malaysia’s aviation sector as its budget subsidiary, HK Express Airways, prepares to commence daily operations to Sultan Abdul Aziz Shah Airport (Subang Airport) beginning 1 August. This expansion marks a strategic extension of the carrier’s footprint in Malaysia, as it capitalises on the country’s growing demand for both passenger and cargo services.
Robbie Blackwood, Area Head for Malaysia and Brunei at Cathay Pacific, expressed a positive outlook for the sector, citing resilient performance, particularly in Penang.
“We’ve seen strong resilience in the Penang market, especially on the cargo side, which performed very well in the first half of this year. Agility is key. We’re constantly monitoring new route opportunities, and we have a really good team here who can identify that,” he told Business Times following the launch of the “Traverse with Paramount” campaign, a collaboration with Malaysian developer Paramount Property.
Blackwood highlighted that Cathay Pacific’s network reach and operational agility enable it to effectively serve emerging markets and evolving cargo demands. “Passenger performance has also been encouraging, with leisure travel remaining strong. This year, corporate travel is making a notable comeback, and we expect customer demand to continue rising, although our capacity plans are still being finalised,” he added.
Cathay Pacific acquired HK Express in 2019 and has since been expanding its regional operations, with Malaysia positioned as a key growth market. The introduction of Subang as HK Express’s second destination in Malaysia follows the launch of daily flights between Penang and Hong Kong in November 2023.
The group is currently evaluating further expansion opportunities at other Malaysian airports, particularly in prominent tourist destinations, although specific plans remain undisclosed.
“Malaysia is a key growth market for us as we expand across the region,” Blackwood said.
At present, Cathay Pacific operates seven passenger flights and three freighter services weekly from Penang, supporting the state’s robust electronics export industry. HK Express also maintains a daily passenger route from Penang. In Kuala Lumpur, Cathay Pacific runs three daily passenger flights from Kuala Lumpur International Airport (KLIA).
Subang’s proximity to central Kuala Lumpur and availability of evening departure slots offers a differentiated market opportunity, aligning with HK Express’s low-cost model. The route will be operated using narrow-body aircraft, likely from the Airbus A320 family, including the A321neo, although aircraft deployment has not yet been finalised.
“Subang serves a slightly different market for us. Its proximity to the city centre is a major advantage, and the evening departure slots cater well to passengers wanting to fly after work,” Blackwood noted. “Currently, Cathay Pacific operates morning, early afternoon, and mid-afternoon departures from KLIA. Subang’s evening flight adds more flexibility for travellers.”
In a separate initiative aimed at deepening local engagement, Cathay Pacific has partnered with Paramount Property for the ‘Traverse with Paramount’ campaign, marking its first collaboration with a Malaysian property developer.
Blackwood described the partnership as a values-driven alignment. “Paramount focuses on what they can offer customers beyond handing over the keys to a home. We approach travel the same way, through exceptional service in flight, at the airport, during check-in, and in our lounges. From a values perspective, the partnership is a natural fit,” he said.
The campaign will reward property buyers with 10,000 to 40,000 Asia Miles for purchases across eight participating Paramount Property developments.
-The Strait Times
