A NEW BEGINNING
And a call for global safety
As was suggested last week, Malaysia Airlines is looking at a number of options to restructure its business. A name change will likely be part of a critical brand overhaul followin...g two major tragedies within six months.
The airline is also considering new routes and expanding out-sourcing to increase profitability.
The Malaysian flag carrier is majority-owned by the government, and as part of the restructure will seek new investors possibly from the private sector or even from rival aviation groups.
Malaysia Airlines is also calling for a single global body to monitor and determine where civilian aircraft can safely fly.
Writing in the UK Sunday Telegraph, Malaysia Airline’s commercial director, Hugh Dunleavy, (formerly executive vice president of strategy and planning at WestJet) said that despite the "tragic loss" of two aircraft, the airline would eventually "emerge stronger".
"Our majority shareholder, the Malaysian government, has already started a process of assessing the future shape of our business and that process will now be speeded up as a result of MH17." Said Dunleavy.
"There are several options on the table but all involve creating an airline fit for purpose in what is a new era for us, and other airlines."
Safety and security
Dunleavy urged the airline industry to work together to ensure tragedies such as the shooting down of Malaysian Airlines could not happen again.
"MH17 was in airspace approved by ICAO (the International Civil Aviation Organisation). Its flight plan was approved by the Ukrainian authorities, as well as Eurocontrol. Yet still it was brought down, it seems, by a missile.
"This tragedy has taught us that despite following the guidelines and advice set out by the governing bodies, the skies above certain territories are simply not safe," he writes.
"MH17 has shown us that airlines can no longer rely on existing industry bodies for this information."
He also called on the industry to form "one body to be the arbiter of where we can fly".
Dunleavy said airlines should be left "to focus on the quality of our product in the air, not on the air corridor we fly in, which should be guaranteed as safe passage."
The airline industry, he said "should not be held accountable for factors that are beyond our control".