Firefly (airline)

Last updated

Flyfirefly Sdn Bhd
Firefly Logo.svg
IATA ICAO Call sign
FYFFMFIREFLY
Founded16 March 2007;17 years ago (2007-03-16)
Commenced operations3 April 2007;17 years ago (2007-04-03)
Hubs
Secondary hubs Kota Kinabalu
Frequent-flyer program Enrich
Fleet size15
Destinations12
Parent company Malaysia Airlines
Headquarters Petaling Jaya, Selangor, Malaysia
Key peopleHamdan Che Ismail (COO)
Website www.fireflyz.com.my

Firefly (stylized as firefly) is a Malaysian regional and a low-cost carrier. It operates as a wholly owned subsidiary of the Malaysia Aviation Group (MAG), alongside Malaysia Airlines and MASwings. Established on 3 April 2007, the airline operates domestic and regional flights within Malaysia and to neighboring countries, including Indonesia, Singapore, Thailand and China. Its main hubs are Sultan Abdul Aziz Shah Airport in Subang and Penang International Airport, with a secondary hub at Kota Kinabalu International Airport.

Contents

Firefly’s fleet comprises ATR 72-500 turboprop aircraft for shorter routes and Boeing 737-800 for medium-haul and higher-capacity services. The airline resumed jet operations in 2021 after a decade-long hiatus, significantly expanding its network and service offerings. As part of the Malaysia Aviation Group (MAG), Firefly plays a complementary role to Malaysia Airlines by prioritising regional and point-to-point connectivity, catering to secondary cities and underserved routes.

History

2007–2010: Formation and Early Expansion

Firefly commenced operations on April 3, 2007, with its inaugural flight from Penang International Airport to Kota Bharu. Initially, the airline operated a fleet of two 50-seater Fokker 50 aircraft. [1] A third leased Fokker 50 was later added to support service expansion. Firefly’s early strategy focused on connecting underserved domestic markets, such as Langkawi, Alor Setar and Kuala Terengganu, with regional hubs like Penang and Subang.

In June 2007, Firefly’s parent company, Malaysia Airlines, signed an agreement to acquire ten ATR 72-500 turboprop aircraft, with an option for ten additional units. [2] The first ATR 72-500s began arriving in August 2008, replacing the aging Fokker 50 fleet. [3] By the end of 2008, all Fokker 50 aircraft had been retired, marking a transition to a fully modernized fleet. The delivery of the ATR 72-500s continued, with five aircraft delivered in 2008, five in 2009, four in 2010, and the remaining six by 2011. [4]

A Firefly ATR 72-500 at Langkawi International Airport Firefly ATR 72-500 (9M-FYF) at Langkawi International Airport.jpg
A Firefly ATR 72-500 at Langkawi International Airport

To further enhance its operational capabilities, Firefly introduced the ATR 72-600 model in 2009. [5] This upgraded version featured improved fuel efficiency, better passenger comfort and an increased seating capacity of up to 78 passengers compared to the ATR 72-500. The addition of these aircraft allowed the airline to expand its domestic route network and increase service frequencies on high-demand routes. By the end of 2009, Firefly’s fleet consisted of ten ATR 72-500s and two ATR 72-600s, solidifying its position as a key player in Malaysia’s regional aviation market.

2010–2011: The Introduction of Jet Operations

In 2010, Firefly made a strategic decision to diversify its fleet and operations by entering the jet market. [6] The airline placed an order for 30 Boeing 737-800 aircraft, marking a significant shift in its business model. The new Boeing jets were intended to provide the airline with the capacity to operate on longer domestic and regional routes, allowing Firefly to compete with established low-cost carriers such as AirAsia. The first Boeing 737-800 was delivered in December 2010, and by January 2011, Firefly had begun operating its first jet routes, focusing primarily on domestic destinations like Kuala Lumpur, Kuching and Kota Kinabalu, along with international flights to Bandung and Surabaya. [7] [8]

However, the decision to enter the jet market proved challenging. The competitive landscape in Malaysia's aviation sector became more intense, especially with the rapid expansion of budget airlines like AirAsia and the emergence of Malindo Air in 2013. Firefly struggled to maintain profitability with its jet operations, as aggressive pricing strategies from competitors put significant pressure on the airline’s yields and load factors. The challenges were compounded by operational inefficiencies and high costs associated with running a dual fleet of turboprop and jet aircraft. [9]

As a result, in August 2011, Firefly announced that it would cease its jet operations by the end of the year. The decision to withdraw from the jet market was made in consultation with its parent company, Malaysia Airlines, and in response to a restructuring agreement between Malaysia Airlines and AirAsia. The airline officially returned all Boeing 737-800 aircraft to Malaysia Airlines and refocused its operations on turboprop services using ATR 72 aircraft. [9]

2012–2019: Consolidation, Market Positioning and Financial Struggles

A former Firefly Boeing 737-800 in its previous livery. Firefly B737-8Q8 (9M-FFB) on tow.jpg
A former Firefly Boeing 737-800 in its previous livery.

Following the cessation of Firefly’s jet operations in 2011, the airline refocused on its core regional turboprop services. [10] Its fleet expansion plans included an order by parent company Malaysia Airlines in December 2012 for 36 ATR 72-600 aircraft, with 20 allocated to Firefly and 16 to MASwings. These modernized aircraft were intended to bolster Firefly’s domestic and regional connectivity by enhancing its capabilities on short-haul routes. However, two Boeing 737-400 jets remained under Firefly's charter division until they were retired in 2014.

Challenges soon arose when contractual disputes between Malaysia Airlines and the Ministry of Transport Malaysia over MASwings' use of the new ATR 72-600 aircraft for Rural Air Services (RAS) subsidies delayed further deliveries. Compounding these issues, Malaysia Airlines faced severe financial difficulties starting in 2015, which led to the cancellation of the remaining ATR 72-600 orders. By 2016, Firefly retired all eight of its newly delivered ATR 72-600 aircraft and scaled back its expansion plans as it struggled to maintain operations in an increasingly competitive market. [11]

During this period, Firefly faced significant competition from emerging carriers such as Malindo Air, which entered the market in 2013 and rapidly expanded its domestic and regional networks. [12] This competition, combined with aggressive pricing strategies from carriers like AirAsia, placed considerable pressure on Firefly's market share and profitability. By 2018, Firefly reported a net loss of RM49.41 million, contributing only 3.35% of the Malaysia Aviation Group's (MAG) total revenue. [1]

In response, MAG initiated a strategic review of its subsidiaries to identify potential areas for improvement. Firefly's role was reassessed as part of MAG's Long-Term Business Plan (LTBP), announced in 2019, which identified the airline as a key component in the recovery of Malaysia's aviation sector. The plan emphasized leveraging Firefly’s strengths in regional operations and underserved routes, with discussions also exploring the potential reintroduction of jet services to improve competitiveness in the low-cost carrier market. However, these efforts were constrained by limited resources and a need for financial restructuring across the group. [13]

2020–2021: Impact of the COVID-19 Pandemic and Resumption of Jet Operations

Firefly's Boeing 737-800 in the airline's updated livery Firefly B737-800.jpg
Firefly’s Boeing 737-800 in the airline's updated livery

The global COVID-19 pandemic, which began in early 2020, severely impacted the airline industry, including Firefly. Travel restrictions led to significant reductions in both domestic and international flight frequencies. In response, Firefly temporarily suspended many of its operations.

As the pandemic situation improved and travel demand began to recover, Firefly resumed its jet operations in January 2021. [14] [13] The airline reintroduced Boeing 737-800 aircraft to its fleet, focusing on domestic routes from Penang International Airport to key destinations such as Kota Kinabalu, Kuching and Johor Bahru. This marked a new phase for the airline as it sought to capitalise on the growing demand for domestic travel in the post-pandemic recovery period.

2022–Present: Fleet Expansion, Regional Growth and Strategic Goals

Interior of Firefly's Boeing 737-800 featuring the airline's current seating configuration Firefly Seats.jpg
Interior of Firefly’s Boeing 737-800 featuring the airline’s current seating configuration

In 2022, Firefly continued to expand its fleet with the addition of more Boeing 737-800 aircraft. The airline’s plan was to operate up to ten narrow-body jets by 2025, enhancing its capacity for both domestic and regional operations. Firefly introduced new routes from Penang to various destinations, including direct flights to Kota Kinabalu and Kuching, and began preparations for resuming international flights as travel restrictions eased further. [13]

In 2023, Firefly designated Kota Kinabalu International Airport as its secondary hub to enhance connectivity across Borneo. As part of a strategic realignment by parent company Malaysia Airlines, Firefly took over intra-Borneo jet services, including routes connecting Kota Kinabalu with Kuching, Tawau and Sandakan, as well as Kuching with Miri. [15]

In addition to its domestic expansion, Firefly prioritised strengthening its regional presence. Plans were announced to launch new international routes to Singapore, Thailand and other Southeast Asian markets. The airline also focused on improving service quality and offering competitive pricing to rebuild its customer base. [13]

On 16 June 2024, Firefly resumed flights to Kuala Lumpur International Airport with a Boeing 737-800 after 13 years of hiatus. [16] This is the first time it has operated flights to the main airport since it ceased jet operations in 2011.

By 2024, Firefly had set ambitious goals for profitability, aiming to recover lost ground and achieve sustainable growth. The airline planned to further expand its network, targeting new markets in Japan and South Korea by 2025. Additionally, Firefly sought to enhance the customer experience by improving onboard services and optimizing its operations. The airline’s strategic goals for 2024 included increasing profitability, expanding its market share, and positioning itself as a key player in Southeast Asia's aviation market. [13]

Destinations

As of September 2024, Firefly have served these following destinations:

CountryCityAirportNotesRefs
China Chengdu Chengdu Tianfu International Airport Terminated
Chongqing Chongqing Jiangbei International Airport Charter [17]
Haikou Haikou Meilan International Airport Terminated [18]
Macau Macau International Airport [19]
Nanjing Nanjing Lukou International Airport Terminated [20]
Indonesia Banda Aceh Sultan Iskandar Muda International Airport
Bandung Husein Sastranegara Airport Terminated
Batam Hang Nadim International Airport Terminated
Medan Kualanamu International Airport Terminated
Padang Minangkabau International Airport Terminated
Pekanbaru Sultan Syarif Kasim II International Airport Terminated
Malaysia Alor Setar Sultan Abdul Halim Airport
Ipoh Sultan Azlan Shah Airport Terminated
Johor Bahru Senai International Airport [21] [22] [23]
Kerteh Kerteh Airport Terminated
Kota Bharu Sultan Ismail Petra Airport [24]
Kota Kinabalu Kota Kinabalu International Airport Secondary hub
Kuala Lumpur Kuala Lumpur International Airport
Sultan Abdul Aziz Shah Airport Hub [25]
Kuala Terengganu Sultan Mahmud Airport
Kuantan Sultan Haji Ahmad Shah Airport Terminated [26]
Kuching Kuching International Airport
Langkawi Langkawi International Airport
Malacca Malacca International Airport Terminated
Miri Miri Airport
Penang Penang International Airport Hub
Sandakan Sandakan Airport
Sibu Sibu Airport Terminated
Tawau Tawau Airport
Singapore Singapore Changi Airport [27]
Seletar Airport
Thailand Bangkok Don Mueang International Airport Terminated
Suvarnabhumi Airport
Hat Yai Hat Yai International Airport Terminated
Hua Hin Hua Hin Airport Terminated
Koh Samui Samui Airport Terminated
Krabi Krabi International Airport Terminated
Phuket Phuket International Airport

Codeshare agreements

Firefly has codeshare agreements with these airlines:

Fleet

Current fleet

As of November 2024, Firefly operates the following aircraft: [30]

Firefly fleet
AircraftIn serviceOrdersPassengersNotes
ATR 72-500 9—72
Boeing 737-800 53189Transferred from Malaysia Airlines.
Total143

Former fleet

Firefly former fleet
AircraftTotalIntroducedRetiredNotes
ATR 72-500 320082020
ATR 72-600 820132016
Boeing 737-400 220112014
Boeing 737-800 620112011
Fokker 50 320072009

Fleet Development

Firefly’s fleet has evolved to align with its strategic goals. Initially operating two Fokker 50 turboprops, the airline transitioned to ATR 72 aircraft by 2008, retiring all Fokker 50s. In 2010, Firefly introduced Boeing 737-800 jets to expand into regional markets but ceased jet operations in 2011 as part of a restructuring by Malaysia Airlines. [9]

The airline resumed jet operations in 2022 with Boeing 737-800 aircraft, establishing Penang and Kota Kinabalu as key hubs. Firefly’s current fleet consists of ATR 72 turboprops and Boeing 737-800 jets, supporting its dual focus on regional and domestic connectivity. [13]

See also

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References

  1. 1 2 "Firefly", Flight Malaysia, retrieved 24 November 2024
  2. ↑ "MAS inks RM62m deal". Archived from the original on 30 June 2007. Retrieved 16 December 2019.
  3. ↑ "Firefly - Get to Know Our Fleet". fireflyz.com.my. Archived from the original on 19 September 2020. Retrieved 2 July 2008.
  4. ↑ "Positioning itself - Carving out its own seat". Archived from the original on 22 May 2011.
  5. ↑ Marina Emmunuel. "Firefly to double ATR fleet to fuel expansion". Business Times Malaysia. Archived from the original on 26 February 2014. Retrieved 25 August 2010.
  6. ↑ "Firefly embarks on 5-year expansion drive". Firefly. 24 August 2010. Archived from the original on 4 May 2021. Retrieved 21 April 2021.
  7. ↑ "Firefly expands with 737-800". Firefly (Malaysia). Archived from the original on 28 March 2016. Retrieved 8 November 2010.
  8. ↑ Jeeva. "Firefly plans to expand services and take up 30 B737-800s". The Star (Malaysia).
  9. 1 2 3 Firefly to only run turboprop planes Archived 26 September 2011 at the Wayback Machine The Sun Daily
  10. ↑ flyfireflyz (16 September 2011). "NEWS: FireFly starts cancelling routes to Sarawak".
  11. ↑ "Firefly revamps to get through tough times". 30 December 2016.
  12. ↑ "Malaysia Airlines subsidiary Firefly reduces ATR fleet as competition with Malindo intensifies", CAPA, 20 May 2021, retrieved 24 November 2024
  13. 1 2 3 4 5 6 "Cover Story: Regaining lost ground in domestic, Asean markets with Firefly", The Edge Malaysia, 20 May 2021, retrieved 24 November 2024
  14. ↑ "Firefly reverts to jet operations amid broad restructuring".
  15. ↑ "Firefly plans KK hub". Borneo Post Online. 3 March 2022. Retrieved 3 March 2022.
  16. ↑ "Firefly Begins Kuala Lumpur – Penang Service From mid-June 2024".
  17. ↑ "Firefly schedules Chongqing charters from July 2024" . Retrieved 9 July 2024.
  18. ↑ "Firefly schedules Kuala Lumpur – Haikou from mid-June 2024". AeroRoutes. Retrieved 6 June 2024.
  19. ↑ "Firefly adds Tawau – Macau from July 2024". Aeroroutes. Retrieved 8 July 2024.
  20. ↑ "Fireflyz Tawau-Nanjing Charter flight". Trip.Com. 26 November 2023.
  21. ↑ "New Kota Bharu to JB Connections | Firefly Airline". www.fireflyz.com.my. Archived from the original on 19 September 2020. Retrieved 15 November 2020.
  22. ↑ SiennyLovesDrawing (20 November 2019). "Firefly Airlines Expands Its Network Route Directly Connecting Johor Bahru & Kota Bharu". Medium. Archived from the original on 16 November 2020. Retrieved 15 November 2020.
  23. ↑ "Fabulous Cats Performs at Senai Airport | Firefly Airline". Archived from the original on 19 September 2020. Retrieved 24 April 2020.
  24. ↑ "New Kota Bharu to JB Connections | Firefly Airline". Archived from the original on 19 September 2020. Retrieved 24 April 2020.
  25. ↑ "Fabulous Cats Performs At Senai Airport | Firefly Airline". www.fireflyz.com.my. Archived from the original on 19 September 2020. Retrieved 15 November 2020.
  26. ↑ "Firefly tentatively resumes Penang-Kuantan in NS24". AeroRoutes. 3 May 2023. Retrieved 17 January 2024.
  27. ↑ "Firefly to launch flights from Penang to Changi Airport on March 26 |". www.straitstimes.com. Retrieved 2 March 2023.
  28. ↑ "Firefly expands codeshare with Malaysia Airlines".
  29. ↑ "Firefly and MASWings begins codeshare".
  30. ↑ "Firefly Fleet Details and History". planespotters.net. Retrieved 25 March 2022.

Bibliography

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