Licence to Win drives retail engagement across five Malaysia Airports international gateways

“Moments such as these remind us how much potential there is to shape airports into places of discovery and joy,” says Malaysia Airports Senior General Manager of Commercial Services Hani Ezra Hussin.

Apr 29, 2025 - 13:32

Licence to Win drives retail engagement across five Malaysia Airports international gateways

Licence to Win campaign winners gathered on stage for the awards ceremony – (from left) Malaysia Airports General Manager Commercial Business Zulhikam Ahmad; bonus prize winner Muhammad HafiziIman; first prize winner Divyashree Palenthiran; Malaysia Airports Senior General Manager of Commercial Services Hani Ezra Hussin; grand prize winner Emilyn Ooi Lee Swan; Malaysia Airports General Manager Md Fadzwin Abdul Rahim; second prize winner Juniarti Tandera; and third prize winner Abishah A/P AE Joseph

MALAYSIA. Malaysia Airports has wrapped up its Licence to Win (LTW) 2024 campaign by awarding the grand prize – a MYR1 million (US$231,080) airport shopping spree – to winner Emilyn Ooi Lee Swan.

The campaign ran across Malaysia Airports’ five international airports, offering shoppers who spent a minimum of MYR200 (US$46) an opportunity to win monthly prizes and ultimately, the jackpot.

Returning for the first time since 2019, the 2024 edition of Licence to Win generated positive engagement, recording more than 300,000 entries from participants across Malaysia, Indonesia, China, India and Singapore.

Malaysia Airports highlighted that this year’s finale marked a milestone with all grand prize finalists being women – highlighting the evolving presence and influence of female travellers in the airport retail sector.

Pictured (from left): Malaysia Airports General Manager Commercial Business Zulhikam Ahmad; grand prize winner Emilyn Ooi Lee Swan; Malaysia Airports Senior General Manager of Commercial Services Hani Ezra Hussin; and Malaysia Airports General Manager Md Fadzwin Abdul Rahim

In 2024, Malaysia Airports’ overall commercial sales reached MYR2.33 billion (US$538.4 million), marking a +25% increase from 2023 and closing in on 2019 pre-pandemic levels at 86% recovery.

Malaysia Airports Senior General Manager of Commercial Services Hani Ezra Hussin said: “We see LTW as more than just a contest. It is a way to reimagine what airport shopping can be.

“The energy this year was different. It wasn’t just about the sales or footfall, but the sense of excitement and connection returning to our airports since the pandemic.

“Watching women take the spotlight was particularly meaningful. Moments such as these remind us how much potential there is to shape airports into places of discovery and joy, not just transit.”

Malaysia Airports has implemented strategic initiatives to boost sales and engagement, supported by targeted marketing campaigns designed to enhance visibility and impact.

Throughout the campaign period, Malaysia Airports also drove upgrades and transformations across its network. By 2024 end, 90% of commercial outlets opened doors, offering passengers a wider retail mix.

Eraman, the retail partner for this campaign, completed the revamp of its flagship stores at Kuala Lumpur International Airport Terminal 1 last year.

This year, Eraman is refurbishing its duty-free emporium in Terminal 2 at Kuala Lumpur International, slated for completion by year end.