KUALA LUMPUR, 5 May 2026 – Malaysia Airlines records the biggest brand value growth among Malaysian airline brands in the latest Airlines 50 2026 report by Brand Finance, the world’s leading brand valuation consultancy. Meanwhile, AirAsia records a 17% brand value growth as the sector continues to navigate global travel trends.
Malaysia’s airline sector recorded strong growth, with its total brand value increasing 19% year-on-year to USD3 billion, ranking 14thglobally. This reflects improving performance across both full-service and low-cost airline segments, supported by sustained travel demand.
Malaysia Airlines (brand value up 27% to USD771 million) climbs four places to rank 41stglobally. The increase reflects improved revenue forecasts, operational recovery, and a clearer strategic direction as the airline transitions into its next phase of growth.
The latest ranking marks a structural shift in Malaysia Airlines’ strategy, moving from post-pandemic stabilisation towards premium positioning and international expansion. Under its Long-Term Business Plan 3.0, the airline is focused on becoming a leading Asia-Pacific carrier, supported by network expansion, fleet modernisation, and enhanced customer experience.
AirAsia (brand value up 17% to USD2.3 billion) remains the third most valuable low-cost carrier brand globally, supported by strong passenger demand, expanding regional connectivity, and a return to full capacity. It also ranks as the sixth strongest airline brand globally, rising from 11th in 2025, with a Brand Strength Index (BSI) score of 87.7/100 and a AAA brand strength rating.
Growth across low-cost carriers in the region reflects recovery and ongoing expansion, driven by rising demand and improving connectivity across Asia-Pacific.
AirAsia’s performance is backed by improved operational efficiency and cost management, with profitability strengthening alongside capacity recovery. Underlying performance remained resilient, supported by efficient capacity deployment and a disciplined approach to scaling operations.
AirAsia has also focused on disciplined network optimisation and asset productivity, with capacity redeployed towards more efficient and strategically aligned markets. This prioritisation of value over volume reflects a more targeted growth strategy, enhancing overall network performance.
Alex Haigh, Managing Director Asia Pacific, Brand Finance, commented:
“Malaysia Airlines’ performance this year reflects a clear strategic inflection point, as the airline moves beyond restructuring into a more premium, internationally focused model. This shift is supported by its focus on premium positioning, international network expansion, and strengthening global partnerships. AirAsia, meanwhile, continues to benefit from strong demand and expanding regional connectivity, alongside a return to full capacity, underscoring the strength of the low-cost model in Southeast Asia.”
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