AirAsia X shifts marketing approach

Long-haul low-cost carrier AirAsia X has shifted its marketing approach in a rising fuel cost environment as price points change and as the airline seeks to keep its passenger volumes and yields intact.

“We have learnt in 2008 (when oil prices shot up) that we needed to shift our marketing approach due to rising fuel prices. We are in a similar situation now especially with jet fuel prices hovering at US$140 per barrel,” said AirAsia X Sdn Bhd chief executive officer Azran Osman-Rani in an interview with StarBizWeek on Wednesday.