Malaysia Airports Holdings Bhd (MAHB) has announced that its Licence to Win (LTW) 2024 campaign has surpassed RM200 million in total sales receipts, outpacing the success of the previous LTW campaign held in 2019, which recorded RM178 million in sales.
Hani Ezra Husin, Senior General Manager of Commercial Services at MAHB, expressed pride in the campaign’s success, noting that the LTW programme, which began in 2017, was paused during the pandemic. With its return this year, the campaign has once again captured the attention of travellers. “This year, the LTW campaign garnered 300,000 entries and sales receipts of over RM200 million, setting a new record,” Hani Ezra remarked.
The campaign saw strong participation from Malaysians, who made up 68.1% of the entries, followed by Indonesians at 11.7%, with participants from other countries contributing 9.2%. The average spending per entry was RM610.80. “The success of LTW demonstrates that airports are not just departure points for Malaysians travelling abroad, but also destinations where travellers enjoy shopping, even when not on holiday,” Hani Ezra added.
As part of the campaign, winners will enjoy six months of enhanced retail and dining experiences across five of MAHB’s international airports: Kuala Lumpur International Airport (KLIA), Penang, Langkawi, Kota Kinabalu, and Kuching. The grand prize winner, Malaysian Emilyn Ooi, received a once-in-a-lifetime RM1 million shopping spree at the airport.
“This campaign has been far more than a contest,” Hani Ezra said. “It has redefined airport shopping, bringing a renewed sense of excitement and connection to our airports post-pandemic. It’s not just about sales or footfall; it’s about the energy and vibrancy that LTW 2024 has reignited. The campaign has been a resounding success in driving retail spending.”
Through strategic initiatives, MAHB has empowered retailers by boosting both sales and engagement. These efforts have been supported by marketing campaigns like LTW, which have significantly increased visibility and impact. By the end of 2024, 90% of commercial outlets are expected to be open, offering passengers a wider and more diverse retail mix.
