Amazing! Malaysia Airlines finally showed the actual fare for their latest ‘ALL-INCLUSIVE LOW FARE’ promotions today with a banner:
WHAT YOU SEE IS WHAT YOU PAY FOR
And some nice-to-see words:
INCLUDES FUEL SURCHARGE. AIRPORT TAX. INSURANCE LEVY
And for the first time, the normal ‘smallest fonts’ at the bottom of the advertisement page shows:
Fares include tax and surcharges as of 20 October 08
This time, Malaysia Airlines really took a bold move by doing a head-to-head actual price comparison with the so-called Low-Cost Carrier (which I believe is Air Asia, what else?). I bet the competitor will fight back with actual price comparison of their own in the next couple of days. What excites me most today is their willingness to start showing the actual/total fare price of their promotion. I think they have learnt a thing or two from my ‘Malaysia Airlines, Show Me the Real Fare’ series (sigh). I hope AirAsia and maybe FireFly can follow suit in practicing a responsible advertising to the consumer in the future.
A big applause to Malaysia Airlines!
