A NEW ERA OF TRAVEL AND RETAIL AT KLIA

The Star

30-05-2025

AS MALAYSIA'S largest international airport, KL International Airport (KLIA) plays a pivotal role in welcoming international visitors.
Last year, KLIA recorded 93.8 million passenger movements, with China, India and Indonesia ranking among the top nationalities.
This recovery, reaching 90% of 2019 passenger levels, has been bolstered by initiatives such as the mutual visa-free policy between Malaysia and China.
Alongside this growth, KLIA is undergoing a vibrant transformation in its retail and dining offerings, setting new standards for the modern airport experience.
The Sense of Malaysia store celebrates local artisanal brands and cultural heritage, while also offering travellers a unique postcard service, allowing them to send personalised photo memories to loved ones worldwide.
A vibrant transformation
At the heart of KLIA's transformation is the commercial reset initiative, a strategic effort to elevate the airport's retail and shopping experience.
This initiative has already led to the opening of 791 stores across both terminals, with full completion targeted for mid-2025.
A key focus of this transformation is the revamp of KLIA's duty-free offerings, ensuring travellers have access to a diverse range of premium brands, exclusive products and enhanced retail experiences.
Beyond duty-free, KLIA is also introducing innovative shopping concepts, including interactive digital storefronts, immersive brand showcases and personalised retail services that cater to evolving passenger preferences.
Through continued investment, strategic partnerships and agility in seizing new opportunities, Malaysia Airports remains committed to redefining the passenger journey—ensuring a seamless, engaging, and world-class shopping experience at KLIA.
This is exemplified by the recently revamped Eraman Duty-Free Mall at the international departure at the Main Terminal Building, KLIA Terminal 1.
Operated by Eraman Malaysia, the mall offers an extensive selection of chocolates, cosmetics, perfumes and spirits, highlights include South-East Asia's first Charlotte Tilbury airport store, alongside enhancements like self-checkout kiosks and upcoming RFID technology.
Meanwhile, the Eraman Duty-Free Emporium at KLIA Terminal 2 is set for completion by November, further driving innovation in travel retail.
Beauty retail remains a key focus, with Dimensi Eksklusif expanding its Dimensi Beauty store at KLIA Terminal 1, now featuring luxury brands like Helena Rubinstein, Maison Margiela and the exclusive Prada Beauty.
A taste of Malaysia
KLIA's dining scene blends 40% local flavours with 60% international cuisines, driving a 40% increase in food and beverage sales compared to 2019.
Eateries like Petit Cafe Chef Wan, Jibby Chow and Serai offer authentic culinary experiences that leave a lasting impression.
As Malaysia Airports Holding Bhd commercial services senior general manager Hani Ezra Hussin puts it, 'An authentic culinary experience gives travellers a memory worth cherishing and sharing.
'Striking the right balance between the local authentic and international familiarity makes airport dining a memorable part of the journey.'
Celebrating Malaysian craftsmanship
The Sense of Malaysia stores showcase the country's rich cultural heritage.
These stores feature artisanal crafts, traditional delicacies and fashion items from over 30 local brands, including Borneo Pearls, Kapten Batik and Royal Selangor.
This focus on storytelling through local arts and craft has boosted souvenir sales by 40%, creating meaningful connections between travellers and Malaysia's heritage.
'The cultural story behind products drives engagement, proving how powerful storytelling is in shaping consumer choices,' Hani noted.
Airport lounges have also become sanctuaries of comfort, significantly enhancing passenger satisfaction.
Offering amenities like virtual reality games, spas and transit hotels, lounges contribute 61% of KLIA's Services segment's revenue, ensuring travellers are well-rested and refreshed.
Redefining airport retail excellence
As KLIA prepares to welcome the world for Visit Malaysia Year 2026, it continues to raise the bar in passenger experience, retail innovation and cultural storytelling.
Through enhanced facilities, immersive shopping experiences and a strong emphasis on showcasing Malaysia's rich heritage, KLIA is positioning itself as more than just an airport—it is a dynamic gateway that reflects the nation's vibrant culture, diversity and hospitality.