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page-item-138642"><a href="https://news.curtin.edu.my/insight/2021-2/business-model-and-industry-4-0/">Business Model and Industry 4.0</a></li> <li class="page_item page-item-138492"><a href="https://news.curtin.edu.my/insight/2021-2/are-voice-assistants-going-to-disrupt-hiring/">Are voice assistants going to disrupt hiring?</a></li> <li class="page_item page-item-138052"><a href="https://news.curtin.edu.my/insight/2021-2/online-learning-as-the-way-forward/">Online learning as the way forward</a></li> <li class="page_item page-item-137752"><a href="https://news.curtin.edu.my/insight/2021-2/perceived-organisational-support-why-caring-for-employees-is-important-for-remote-workers/">Perceived Organisational Support: Why caring for employees is important for remote workers</a></li> <li class="page_item page-item-137872"><a href="https://news.curtin.edu.my/insight/2021-2/strategic-thinking-in-teaching-and-learning-in-higher-education/">Strategic thinking in teaching and learning in higher 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page-item-111182"><a href="https://news.curtin.edu.my/insight/2019-2/letter-to-students/">Letter to Students</a></li> <li class="page_item page-item-117482"><a href="https://news.curtin.edu.my/insight/2019-2/innovative-learning-technologies-and-learning-spaces-the-hallmarks-of-learning-for-tomorrow/">Innovative learning technologies and learning spaces the hallmarks of ‘Learning for Tomorrow’</a></li> <li class="page_item page-item-107352"><a href="https://news.curtin.edu.my/insight/2019-2/a-smile-can-bridge-any-difference/">A smile can bridge any difference</a></li> <li class="page_item page-item-109652"><a href="https://news.curtin.edu.my/insight/2019-2/you-mean-youve-never-heard-of-environmental-engineering/">You mean you’ve never heard of environmental engineering?</a></li> <li class="page_item page-item-98382"><a href="https://news.curtin.edu.my/insight/2019-2/surviving-borneo-brawn-brain/">Surviving Borneo: Brawn & Brain</a></li> <li class="page_item page-item-98362"><a 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page-item-98242"><a href="https://news.curtin.edu.my/insight/2019-2/a-postcard-from-curtin-malaysia-celebrating-20-years-of-excellence-and-innovation/">A Postcard from Curtin Malaysia – Celebrating 20 years of excellence and innovation</a></li> <li class="page_item page-item-86932"><a href="https://news.curtin.edu.my/insight/2019-2/the-need-for-and-benefits-of-a-global-education/">The Need for and Benefits of a Global Education</a></li> <li class="page_item page-item-86892"><a href="https://news.curtin.edu.my/insight/2019-2/my-phd-journey-reflections-and-lessons-learnt/">My PhD Journey: Reflections and Lessons Learnt</a></li> </ul> </li> <li class="page_item page-item-86812 page_item_has_children"><a href="https://news.curtin.edu.my/insight/2018-2/" class="dropdown-toggle" data-toggle="dropdown" role="button" aria-expanded="false">2018 <span class="caret"></span></a> <ul class='dropdown-menu' role='menu'> <li class="page_item page-item-86852"><a href="https://news.curtin.edu.my/insight/2018-2/women-in-leadership-what-makes-an-effective-leader/">Women in Leadership: What Makes an Effective Leader?</a></li> <li class="page_item page-item-86832"><a href="https://news.curtin.edu.my/insight/2018-2/applying-human-governance-in-teaching/">Applying Human Governance in teaching</a></li> </ul> </li> <li class="page_item page-item-86692 page_item_has_children"><a href="https://news.curtin.edu.my/insight/2017-2/" class="dropdown-toggle" data-toggle="dropdown" role="button" aria-expanded="false">2017 <span class="caret"></span></a> <ul class='dropdown-menu' role='menu'> <li class="page_item page-item-86792"><a href="https://news.curtin.edu.my/insight/2017-2/the-flipped-classroom-to-flip-or-not-to-flip/">The flipped classroom: To flip or not to flip?</a></li> <li class="page_item page-item-86772"><a href="https://news.curtin.edu.my/insight/2017-2/commemorating-inaugural-msmes-day-on-27-june/">Commemorating inaugural MSMEs Day on 27 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class="page_item page-item-86672"><a href="https://news.curtin.edu.my/insight/2016-2/challenges-and-feasibility-of-the-scaled-up-production-of-nanomedicines/">Challenges and feasibility of the scaled-up production of nanomedicines</a></li> <li class="page_item page-item-86652"><a href="https://news.curtin.edu.my/insight/2016-2/light-of-borneo-project-brings-relief-to-villagers/">‘Light of Borneo’ project brings relief to villagers</a></li> <li class="page_item page-item-86632"><a href="https://news.curtin.edu.my/insight/2016-2/nanomedicine-a-cure-for-type-2-diabetes/">Nanomedicine – A cure for Type 2 diabetes?</a></li> <li class="page_item page-item-86612"><a href="https://news.curtin.edu.my/insight/2016-2/when-a-consumer-becomes-a-net-producer-of-electricity/">When a consumer becomes a net producer of electricity</a></li> <li class="page_item page-item-86592"><a href="https://news.curtin.edu.my/insight/2016-2/flexpatriate-rotational-assignees-in-the-energy-industry/">Flexpatriate rotational assignees in the energy industry</a></li> <li class="page_item page-item-86572"><a href="https://news.curtin.edu.my/insight/2016-2/turbulence-phenomenon-and-its-potential-as-a-renewable-energy-source/">Turbulence phenomenon and its potential as a renewable energy source</a></li> <li class="page_item page-item-86532"><a href="https://news.curtin.edu.my/insight/2016-2/modelling-and-process-control-research/">Modelling and process control research</a></li> <li class="page_item page-item-86552"><a href="https://news.curtin.edu.my/insight/2016-2/curtin-sarawaks-programming-nation-club-and-the-teaching-of-programming/">Curtin Sarawak’s Programming Nation Club and the teaching of programming</a></li> <li class="page_item page-item-86512"><a href="https://news.curtin.edu.my/insight/2016-2/high-involvement-work-processes/">High involvement work processes</a></li> <li class="page_item page-item-86492"><a href="https://news.curtin.edu.my/insight/2016-2/the-malaysian-economy/">The 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href="https://news.curtin.edu.my/insight/2015-2/corporate-governance-and-theoretical-development/">Corporate governance and theoretical development</a></li> <li class="page_item page-item-86372"><a href="https://news.curtin.edu.my/insight/2015-2/publication-scams/">Publication scams</a></li> <li class="page_item page-item-86232"><a href="https://news.curtin.edu.my/insight/2015-2/powering-offshore-platforms-with-renewable-energy/">Powering offshore platforms with renewable energy</a></li> <li class="page_item page-item-86212"><a href="https://news.curtin.edu.my/insight/2015-2/curtin-sarawak-exploring-wind-energy-as-potential-energy-source-for-malaysia/">Curtin Sarawak exploring wind energy as potential energy source for Malaysia</a></li> </ul> </li> <li class="page_item page-item-85902 page_item_has_children"><a href="https://news.curtin.edu.my/insight/2014-2/" class="dropdown-toggle" data-toggle="dropdown" role="button" aria-expanded="false">2014 <span class="caret"></span></a> <ul class='dropdown-menu' role='menu'> <li class="page_item page-item-86172"><a href="https://news.curtin.edu.my/insight/2014-2/is-there-love-in-learning/">Is there love in learning?</a></li> <li class="page_item page-item-86152"><a href="https://news.curtin.edu.my/insight/2014-2/why-undertake-higher-degree-by-research/">Why undertake higher degree by research?</a></li> <li class="page_item page-item-86122"><a href="https://news.curtin.edu.my/insight/2014-2/reflections-making-a-difference-in-students-learning/">Reflections: Making a difference in students’ learning</a></li> <li class="page_item page-item-86102"><a href="https://news.curtin.edu.my/insight/2014-2/good-government-and-the-policy-sciences/">Good government and the policy sciences</a></li> <li class="page_item page-item-86082"><a href="https://news.curtin.edu.my/insight/2014-2/landslides-do-not-kill-unsafe-slopes-do/">Landslides do not kill, unsafe slopes do</a></li> <li class="page_item page-item-86062"><a href="https://news.curtin.edu.my/insight/2014-2/the-prosperous-malaysian-palm-oil-industry/">The prosperous Malaysian palm oil industry</a></li> <li class="page_item page-item-86032"><a href="https://news.curtin.edu.my/insight/2014-2/impact-of-business-environment-on-management-accounting-practice/">Impact of business environment on management accounting practice</a></li> <li class="page_item page-item-85982"><a href="https://news.curtin.edu.my/insight/2014-2/practical-c-programming-projects/">Practical C++ programming projects</a></li> <li class="page_item page-item-86012"><a href="https://news.curtin.edu.my/insight/2014-2/vehicle-aerodynamics-drag-reduction-through-surface-dimples/">Vehicle aerodynamics: Drag reduction through surface dimples</a></li> <li class="page_item page-item-85962"><a href="https://news.curtin.edu.my/insight/2014-2/financial-crises/">Financial Crises</a></li> <li class="page_item page-item-85942"><a href="https://news.curtin.edu.my/insight/2014-2/mariculture-farm-on-offshore-oil-and-gas-platforms/">Mariculture farm on offshore oil and gas platforms</a></li> <li class="page_item page-item-85922"><a href="https://news.curtin.edu.my/insight/2014-2/green-banking-practices/">Green banking practices</a></li> </ul> </li> <li class="page_item page-item-85272 page_item_has_children"><a href="https://news.curtin.edu.my/insight/2013-2/" class="dropdown-toggle" data-toggle="dropdown" role="button" aria-expanded="false">2013 <span class="caret"></span></a> <ul class='dropdown-menu' role='menu'> <li class="page_item page-item-85862"><a href="https://news.curtin.edu.my/insight/2013-2/revisiting-vision-2020-has-the-vision-gone-myopic/">Revisiting Vision 2020: Has the vision gone myopic?</a></li> <li class="page_item page-item-85882"><a href="https://news.curtin.edu.my/insight/2013-2/country-risk-analysis/">Country risk analysis</a></li> <li class="page_item page-item-85842"><a href="https://news.curtin.edu.my/insight/2013-2/the-ringgit-is-depreciating-but-should-we-lose-trust-in-it/">The Ringgit is depreciating but should we lose trust in it?</a></li> <li class="page_item page-item-85822"><a href="https://news.curtin.edu.my/insight/2013-2/developing-business-research-studies-at-curtin-sarawak/">Developing business research studies at Curtin Sarawak</a></li> <li class="page_item page-item-85802"><a href="https://news.curtin.edu.my/insight/2013-2/education-a-signal-in-the-job-market/">Education – A signal in the job market</a></li> <li class="page_item page-item-85782"><a href="https://news.curtin.edu.my/insight/2013-2/this-global-handwashing-day-say-no-to-antiseptic-soaps/">This Global Handwashing Day, say NO to antiseptic soaps!</a></li> <li class="page_item page-item-85732"><a href="https://news.curtin.edu.my/insight/2013-2/the-multi-directional-wheel-robot/">The multi-directional wheel robot</a></li> <li class="page_item page-item-85712"><a 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expert</h1> <div itemprop="description"><p><em>By Associate Professor Goi Chai Lee</em></p> <div id="attachment_165682" class="wp-caption alignnone"><img fetchpriority="high" decoding="async" class="size-medium wp-image-165682" itemprop="image" src="https://s44937.pcdn.co/wp-content/uploads/sites/171/2025/02/Associate-Professor-Goi-Chai-Lee-600x300.jpg" alt="" width="600" height="300" srcset="https://s44937.pcdn.co/wp-content/uploads/sites/171/2025/02/Associate-Professor-Goi-Chai-Lee-600x300.jpg 600w, https://s44937.pcdn.co/wp-content/uploads/sites/171/2025/02/Associate-Professor-Goi-Chai-Lee-768x384.jpg 768w, https://s44937.pcdn.co/wp-content/uploads/sites/171/2025/02/Associate-Professor-Goi-Chai-Lee-1536x768.jpg 1536w, https://s44937.pcdn.co/wp-content/uploads/sites/171/2025/02/Associate-Professor-Goi-Chai-Lee-230x115.jpg 230w, https://s44937.pcdn.co/wp-content/uploads/sites/171/2025/02/Associate-Professor-Goi-Chai-Lee-588x294.jpg 588w, https://s44937.pcdn.co/wp-content/uploads/sites/171/2025/02/Associate-Professor-Goi-Chai-Lee-320x160.jpg 320w, https://s44937.pcdn.co/wp-content/uploads/sites/171/2025/02/Associate-Professor-Goi-Chai-Lee-340x170.jpg 340w, https://s44937.pcdn.co/wp-content/uploads/sites/171/2025/02/Associate-Professor-Goi-Chai-Lee-110x55.jpg 110w, https://s44937.pcdn.co/wp-content/uploads/sites/171/2025/02/Associate-Professor-Goi-Chai-Lee.jpg 1500w" sizes="(max-width: 600px) 100vw, 600px" /><p class="wp-caption-text">Associate Professor Goi Chai Lee</p></div> <p>The acquisition of MASwings by Sarawak’s new airline, AirBorneo, marks a significant milestone in the region’s aviation sector, with far-reaching implications for both the economy and tourism industry. This strategic move reflects Sarawak’s ambition to gain greater autonomy over its air services, ensuring enhanced connectivity and economic benefits for the state and its people. By acquiring MASwings’ entire fleet and workforce, AirBorneo is poised to seamlessly continue operations while positioning itself for future expansion.</p> <p>Associate Professor Goi Chai Lee from the Department of Management and Marketing at the Faculty of Business at Curtin University Malaysia (Curtin Malaysia) commented on the development, highlighting its potential impact. “The creation of AirBorneo represents a strategic investment that has the potential to stimulate various sectors,” he said. “A well-managed airline can drive job creation, infrastructure development, and increased trade opportunities. By maintaining and expanding air connectivity, Sarawak can strengthen its position as a regional economic hub.”</p> <p><strong>Economic and Tourism Boost</strong></p> <p>From an economic standpoint, the establishment of AirBorneo aligns with Sarawak’s broader economic diversification efforts. “This move reduces dependence on external aviation providers and keeps revenue within the local economy,” Associate Professor Goi explained. “Enhanced air connectivity will facilitate greater accessibility to Sarawak’s unique destinations, including its rainforests, cultural heritage sites, and eco-tourism attractions.”</p> <p>The tourism sector is expected to be a primary beneficiary of this acquisition. “By offering direct flights to key international markets such as the ASEAN region and East Asia, AirBorneo can significantly boost tourist arrivals,” Associate Professor Goi noted. “This will have a direct impact on local businesses, hotels, and tour operators.”</p> <p><strong>Strategic Positioning as a Full-Service Carrier</strong></p> <p>A noteworthy strategy is AirBorneo’s decision to operate as a full-service carrier (FSC) rather than a budget airline. “This approach emphasises superior in-flight services and a premium travel experience, positioning Sarawak as a prestigious travel destination,” Associate Professor Goi said. “While budget carriers typically focus on affordability, an FSC model can attract a different market segment, including business travellers and high-spending tourists, thereby generating higher revenue per passenger.”</p> <p><strong>Supporting Cargo Transportation</strong></p> <p>Beyond passenger transport, AirBorneo is set to support cargo transportation, benefiting industries such as agriculture, manufacturing, and e-commerce. “Efficient logistics and freight services can enhance market access for local products, including Sarawak’s renowned specialty foods and handicrafts, enabling them to reach international consumers more efficiently,” Associate Professor Goi added.</p> <p><strong>Ensuring Financial Sustainability</strong></p> <p>To ensure AirBorneo’s success, a robust and sustainable business model is essential. “A strategic focus on route optimization, competitive pricing, and service excellence will be crucial,” Associate Professor Goi advised. “Establishing code-sharing agreements with other international airlines can help AirBorneo expand its reach and offer seamless travel experiences. Additionally, leveraging digital innovation, such as AI-driven pricing strategies and personalised customer service, can give the airline a competitive edge.”</p> <p><strong>Balancing Commercial Viability with Social Obligations</strong></p> <p>One critical area that AirBorneo must address is financial sustainability. “While government backing provides initial support, long-term profitability will depend on efficient cost management and revenue diversification,” Associate Professor Goi said. “This includes exploring ancillary revenue streams such as premium lounges, frequent flyer programmes, and strategic partnerships with tourism operators.”</p> <p>AirBorneo’s commitment to Rural Air Services (RAS) is commendable, as it ensures connectivity for remote communities in Sarawak and Sabah. “Balancing commercial viability with social obligations will require careful planning,” Associate Professor Goi noted. “Government subsidies or public-private partnerships may be necessary to sustain these essential routes without compromising the airline’s financial health.”</p> <p><strong>Branding and Marketing Strategy</strong></p> <p>The airline’s branding and marketing strategy will also play a crucial role in its success. “Promoting Sarawak as a must-visit destination through targeted digital campaigns and international collaborations can help attract more visitors,” Associate Professor Goi said. “Engaging travel influencers, participating in global tourism expos, and forging partnerships with online travel agencies can enhance AirBorneo’s visibility in key markets.”</p> <p><strong>Infrastructure Development</strong></p> <p>Infrastructure development must align with AirBorneo’s expansion plans. “Upgrading airport facilities, improving air traffic management, and investing in sustainable aviation technologies will contribute to operational efficiency and environmental responsibility,” Associate Professor Goi explained. “Exploring the use of sustainable aviation fuel (SAF) and adopting carbon offset programmes can position AirBorneo as a leader in green aviation.”</p> <p><strong>Long-Term Vision</strong></p> <p>The long-term vision of transforming Sarawak into an aviation hub for Borneo and ASEAN is ambitious but achievable. “With strategic investments, skilled workforce development, and collaboration with industry stakeholders, AirBorneo can enhance regional connectivity and support broader economic growth,” Associate Professor Goi concluded. “The airline’s ability to adapt to evolving market dynamics, including post-pandemic travel trends and digital transformation in the aviation industry, will be key to its resilience.”</p> <p>Overall, the establishment of AirBorneo presents a promising opportunity for Sarawak’s economic and tourism sectors. By implementing a sustainable and forward-thinking business model, the airline can become a catalyst for regional development while elevating Sarawak’s standing in the global aviation landscape. The challenge lies in balancing commercial success with social responsibility, ensuring that AirBorneo remains a viable and impactful initiative for years to come.</p> <p> </p> <p> </p> <p> </p> <div class="pagebottomelement"> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> <div id="footer" role="contentinfo" itemscope="itemscope" itemtype="//schema.org/WPFooter" > <div class="footerwrapper"> <div class="footertop"> <div class="container"> <div class="row"> <div class="col-xs-12 col-sm-12 col-md-8"> <div class="col-xs-6 col-sm-6 col-md-3 footerwidget"> <h5>Information for...</h5> <ul> <li><a href="https://futurestudents.curtin.edu.my/" target="_blank" >Future students</a></li><li><a href="https://international.curtin.edu.my/" target="_blank" >International students</a></li><li><a href="https://current.curtin.edu.my/" target="_blank" >Current students</a></li><li><a href="https://staffservices.curtin.edu.my/" target="_blank" >Staff Services</a></li><li><a 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