Malaysia Airlines is a key player in the aviation sector, offering a variety of travel and flight options to numerous destinations from its home base in Malaysia. The company emphasises a digitised user experience through its website and mobile app, where users can engage in activities such as planning trips, booking flights and exploring travel information. The website integrates various offerings such as the MHexplorer programme and MHbiz TRAVEL, which target different traveller demographics including students and corporate travellers respectively. In addition, the ‘Temptations’ feature facilitates duty-free shopping with a variety of products available for delivery. The Enrich loyalty programme is designed to enable frequent flyers to earn points and access special benefits. Malaysia Airlines aims to combine the provision of travel services with additional features to create a total customer experience.

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