AirAsia: not so cool anymore

Having been a rather regular customer of AirAsia - since the beginning, when they were still using old planes and few people trusted them (“They are always late...they'll lose your luggage.” was the typical refrain people were singing in Malaysia) - I can say that their online booking procedure was fast, simple, transparent and fair, their prices among the cheapest and their brand one of the coolest. Well...not anymore.

Going through just a few screens, filling a limited number of fields and clicking some buttons one could choose date, destination, number of passengers, one way or return, could select their favorite flight among the available options, enter their personal data, the credit card ones and that was it. As I said: fast, simple, transparent and fair. No free meal and no seat allocation, true, but their prices were dirt cheap, really unbeatable on some routes.

This took by surprise the traditional carriers that lost large shares of the market while AirAsia, from a small player of the low cost niche, became one of the sector leaders. A real success story for Tony Fernandes, the Malaysian who, from a Warner Music manager, after acquiring an almost bankrupt state owned airline, got to be one of the richest and most innovative Asian entrepreneurs.

Little by little the disbanded forces of the enemies managed to reorganize themselves, filling the gap, while AirAsia incredibly decided to waste its resources of know-how and excellent reputation accumulated over the years, starting to make some of the same mistakes that had forced their competitors to give up their leading positions, plus others whose copyright its management is fully entitled to claim.