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AirAsia: KISS principles lost
in Digital Lifestyle — October 2020

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The Felicitous Tony Fernandes, CEO of AirAsia, always seems to manage to find a way to put a positive spin on news. So, at the publication of AirAsia’s Q2 results he tried to suggest that AirAsia is more than an airline and happily mentioned as a key highlight of the year that the company had “successfully pivoted the airline into a digital lifestyle company”.

The group, stating “travel has changed and so have we”, has set up a new reporting division from its RedBeat Ventures (renamed as AirAsia Digital) which is to act as an “all-in-one digital travel and lifestyle ecosystem for ASEAN”. It includes:


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