Goh Meng Keng. Photo by Richie Castro

Buoyed by the impressive growth of the Asia Pacific region, Malaysia Airlines (MAS) is one of the rising stars of the airline industry among Asian carriers. It is one of only five airlines in the world to have been awarded a 5-star rating by Skytrax. Always ready with a warm smile, Area Manager for the Philippines Goh Meng Kheng truly embodies Malaysia Airlines’ buoyant and upbeat attitude.

Flying to 60 destinations on all six inhabited continents plus 16 destinations within Malaysia, MAS was the first airline in Southeast Asia to fly to South Africa and the only airline in the region that serves South America via its flights to Buenos Aires, Argentina. Goh shares how the airline plans to further strengthen its presence in the Asian region, particularly in Asean, China, India and the Middle East. For the rest of the world, strategic alliances are being pursued with other airlines to complement their own efforts.

He went on to talk about the ongoing success of the airlines’ three-year Business Turnaround Plan (BTP), which was launched in February 2006. The company has recently announced their 1st quarter 2007 results, revealing a net profit of Malaysian Ringgit (RM) 133 million. “We made RM 129 million in operating profits, our 3rd successive profit and highest since the start of the BTP,” beams Goh. On March 14, 2007, MAS launched Firefly, Malaysia’s first community airline, tapping the potential customer base in the progressive Indonesia-Malaysia-Thailand Growth Triangle.

Airline General Managers on the cover of Expat Travel & Lifestyle magazine’s 2nd issue. Photo by Richie Castro.

As Goh relates, one of the major developments of Malaysia Airlines is the “hub-and-spoke’ strategy to reduce costs and at the same time improve both load factors and yields. The strategy uses code-sharing with other airlines to enable travelers to enjoy a seamless product, as a single airline supervises the passenger’s entire journey. “Such an arrangement offers significant economic and consumer benefits giving passengers price and service options,” Goh explains. Within this strategy, MAS had already entered into code-sharing with Gulf Air, South African Airways, Alitalia and Virgin Blue of Australia and are currently in discussions with other airlines to develop hub-and-spoke networks in other regions of Europe,China and USA. Another major development is with MAS’ aircraft fleet replacement plan. The airline has plans to purchase at least 100 more new aircraft.

Goh defines a good airline as one that consistently improves the level of its service to customers. And with 125 initiatives this year to improve customer experience at all touch-points from the point of purchase all the way through pre-embarkation, embarkation, in-flight to disembarkation, Malaysia Airlines definitely fits that criterion.

“On time performance, good safety records and being profitable,” are other standards the Area Manager aims to uphold. “Especially the profitability of the routes between Philippines and Malaysia,” he underlines. He considers the successful negotiation for the increase of the passenger capacity load for travel between Philippines and Malaysia as a major highlight of his career. Under Goh’s watch, Airbus services between Manila and Kuala Lumpur were increased from twice a week to seven times a week, while the twice a week service between Cebu and Kuala Lumpur were increased to four times a week.

Goh’s vision for Malaysia Airlines is to be known as one of the friendliest airlines with true customer-oriented values, becoming one of the most preferred airlines for travelers in the Philippines. Going by his motto of “listen first then work on it,” Goh describes his management style as keeping his ears open to information and feedback at all times. He likes his staff and clients to feel that they can freely share their thoughts and opinions for the betterment of the airline. In line with this, he strives to ensure that his crew here in the Philippines are working in an environment where they are happy and feel like they are part of a family. This comes naturally for the amiable family man. Beyond his work at the airline, his top priority is his family’s happiness and to see to it that his loved ones are successful in their undertakings. Goh gushes about his beautiful and understanding wife, and wonderful kids – one boy and one girl. “My goal is to ensure that my children complete their education with good results for their future career. I try to guide them to take the right paths in life, and to be caring and understanding at all times. I want them to make a difference in society,” he states with conviction.

Considering how his life has turned out, Goh himself seems to have followed the right path, with dreams fulfilled and no complaints. “Since I was young, I’ve dreamed of seeing the world,” he reveals. “I love my job because the work is challenging and very dynamic. And it is always interesting to meet new people everyday.”

However, each new day also brings with it a set of challenges, especially in the airline industry where one must keep abreast of constant and volatile changes. Goh explains that staying competitive in the Philippine market has become more challenging due to the presence of low cost carriers who fly between the Philippines and Malaysia and charge cheaper fares compared to Malaysia Airlines. But for Goh, the bottom line is that the extra value of the personalized customer service a premier airline like MAS can offer its flyers will ultimately triumph over barebones cost-cutting flights.

There’s definitely more to Goh than being an airline man. His pursuits outside the office include going to the gym, traveling, exploring new locales, trying out new establishments, and visiting places of interest. Here in the Philippines, the huge malls and churches of Metro Manila, the beaches of Boracay, and the Chocolate Hills of Bohol are among the sites that have especially caught his fancy. He cites driving on the road in Manila as another memorable experience.

The gregarious Goh fits right into the Philippines. Like a lot of Filipinos he likes to sing and get together with good friends as often as possible. “The people here are exceptionally friendly and courteous,” he states, and the same can definitely be said about the affable Area Manager.

-text by Jude Defensor, some rights reserved. first published in Expat Travel & Lifestyle magazine, 2007