Firefly jet services to relocate to KLIA T1 from Subang in strategic network overhaul
MAG group managing director Datuk Captain Izham Ismail described the move as a 'difficult but necessary' decision.
However, he said the move is aimed at integrating Firefly's operations into Malaysia Airlines Bhd's hub-and-spoke model, enhancing customer experience and improving the group's operational efficiency.
He said Firefly's relocation will enable the airline to better support Malaysia Airlines' international network by feeding key domestic routes directly into the national carrier's main hub at KLIA T1.
"This shift is a strategic realignment for MAG. Firefly is our sister airline and having it operate out of KLIA T1 enables us to fully integrate its services into the Malaysia Airlines network.
"This is essential in ensuring better connectivity, customer experience, and overall network efficiency for the group," Izham said in an exclusive interview with Business Times.
Firefly currently operates five Boeing 737-800 jets and nine ATR turboprops from Subang Airport.
The airline started operating its retrofitted Boeing B737-800 aircraft from Aug 29, 2024 to Penang and Kota Kinabalu from Subang and expanded its jet services to Kuching and Changi Singapore from March 24 this year.
The carrier also flies to Langkawi with its B737-800 aircraft out of Subang Airport.
Izham said Firefly's point-to-point model out of Subang Airport, officially known as Sultan Abdul Aziz Shah Airport, has made it challenging to align with MAG's centralised hub-and-spoke network strategy adopted four years ago.
He added that Firefly will soon be able to tap into MAG's integrated services such as ground handling, catering and engineering once it starts operating out of KLIA T1, and position itself for future new route launches or charter services.
"For example, if we want to introduce a new route, we can start with Firefly and once demand builds up, we can transition it to Malaysia Airlines. We envision Firefly as a value-focused brand that complements Malaysia Airlines' premium services," Izham said.
The relocation is also part of a bigger picture aimed at strengthening KLIA's position as Malaysia's primary aviation hub and strengthening the country's international connectivity.
"This move reinforces KLIA's role as a central hub for the country's aviation ecosystem, and as we operate out of KLIA T1, we can restore past routes like Cebu or Krabi for example, boost tourism and use our aircraft for more strategic deployment," Izham said.
MAG announced on July 30 that Firefly will be moving its jet operations from Subang Airport to KLIA T1.
Firefly is the second airline to announce a relocation to KLIA, following AirAsia Bhd's move to its home base at KLIA Terminal 2 (T2) starting April 7.
With AirAsia's departure and Firefly's upcoming move, Subang Airport will have more free slots for jet operations.
On July 18, Malaysia Airports Holdings Bhd (MAHB) managing director Datuk Mohd Izani Ghani said Firefly has expressed its intention to cease its jet operations at Subang Airport.
He added that the relocation of Firefly and AirAsia will free the slots for jet operations for other interested airlines.
Currently, Subang Airport has 15 slots for jets a day and it will remain so, Izani said.
"We are reviewing the offer (for the available slots) to other airlines. The slots are available but depending on the discussion between the Transport Ministry and ourselves (MAHB), if we can offer to other airlines. Discussions are ongoing now," Izani said, adding that local airlines will be given priority for the available slots.
The only other local airline that is operating jets out of Subang is Batik Air Malaysia Sdn Bhd, which on July 28 has expanded its network to Bangkok and Kuching.
Other carriers that are operating from Subang Airport are foreign airlines including Singapore's Scoot Pte Ltd and Indonesia's PT TransNusa Aviation Mandiri (TransNusa).
Cathay Pacific Group's low-cost carrier HK Express Airways will begin daily flight services from Hong Kong to Subang from Aug 1.
Izham said Firefly's relocation from Subang may open opportunities for other airlines but he emphasised that most of the operators are not using Subang Airport as their hub.
"Scoot, for instance, is feeding into Changi, which is their hub. Our hub is KLIA, so we need the feeder traffic into KLIA to ensure smooth operations," he said.
Narrow-body jet operations resumed at Subang Airport on Aug 1, 2024 albeit a limited framework, allowing one jet movement per hour with 15 total slots distributed to six airlines with a night curfew.
However, the return of commercial jet services to Subang Airport marked a historic milestone – the first since 1998.
Transport Minister Anthony Loke previously said the jet operations at Subang are part of an interim phase of the Subang Airport Regeneration Plan, ahead of a new terminal development slated to begin within the next three years.
He said the interim period, expected to last two to three years, will help assess operational efficiency before construction begins on a new terminal to expand Subang Airport's capacity as a city airport.
"The interim preparations and operations are important to see how well our operations can run smoothly," Loke said at a press conference after a walkabout at the upgraded Subang Airport in July 2024.
Loke added that flight slots during the interim phase are capped to one movement per hour and a night curfew from 10pm to 6am is imposed due to the airport's proximity to residential areas.
Firefly will continue operating its ATR turboprop services from Subang to key short-haul destinations such as Alor Setar, Kuala Terengganu, Langkawi, Singapore Seletar and Kota Kinabalu.
"We remain committed to operating our ATR turboprops out of Subang Airport to serve key short-haul destinations. The shift only affects the jet services," Izham said.
Passengers affected by the relocation of Firefly's jet operations will be notified in phases and given options to either rebook their flights, fly from KLIA T1, or request a full refund.
Izham said MAG will fully comply with the Malaysia Aviation Consumer Protection Code (MACPC) 2016 in managing the transition.
Firefly will begin its jet services out of KLIA T1 to Tawau on Aug 19, followed by a phased rollout to key domestic and regional destinations.
The airline's flights to Kuching and Kota Kinabalu will begin from Aug 21, Singapore on Aug 22, Johor Bahru on Aug 23, Kota Bharu and Terengganu on Aug 30, and Sibu on Sept 3.
Firefly will also increase its KL-Penang flight to six times weekly from twice a week from Aug 23, and eventually to 10 times per week in Nov 2025.
Speaking on Firefly's turboprop fleet, Izham said MAG is evaluating whether the ATRs would either be replaced with new aircraft type or with brand new ATR aircraft.
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