Firefly (airline)
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Firefly (stylized as firefly) is a
Malaysia Malaysia is a country in Southeast Asia. Featuring the Tanjung Piai, southernmost point of continental Eurasia, it is a federation, federal constitutional monarchy consisting of States and federal territories of Malaysia, 13 states and thre ...
n
regional In geography, regions, otherwise referred to as areas, zones, lands or territories, are portions of the Earth's surface that are broadly divided by physical characteristics (physical geography), human impact characteristics (human geography), and ...
and a
low-cost carrier A low-cost carrier (LCC) or low-cost airline, also called a budget, or discount carrier or airline, is an airline that is operated with an emphasis on minimizing operating costs. It sacrifices certain traditional airline luxuries for cheaper fa ...
. It operates as a wholly owned subsidiary of the Malaysia Aviation Group (MAG), alongside
Malaysia Airlines Malaysia Airlines ( Malay: ''Penerbangan Malaysia'') is the flag carrier of Malaysia, headquartered at Kuala Lumpur International Airport. The airline flies to destinations across Europe, Oceania and Asia from its main hub at Kuala Lumpur Int ...
, MASwings,
MASkargo MASkargo (stylised as maskargo) is a cargo airline with its head office in the Advanced Cargo Centre (ACC) on the grounds of Kuala Lumpur International Airport (KLIA) in Sepang District, Selangor, Malaysia. It is the cargo division of its par ...
and Amal. Established on 3 April 2007 as a regional carrier, the airline operates domestic flights within Malaysia and to neighboring countries, including Indonesia, Singapore, Thailand and China. Its main hubs are
Sultan Abdul Aziz Shah Airport Sultan Abdul Aziz Shah Airport also known as Subang SkyPark, — formerly Subang International Airport/Kuala Lumpur International Airport, often called Subang Airport — is an airport located in Subang, Selangor, Subang, Petaling District, Se ...
in Subang and
Penang International Airport Penang International Airport (PIA) is an international airport in George Town, Penang, George Town, the capital city of the States and federal territories of Malaysia, Malaysian state of Penang. The airport is located at the southeastern tip of ...
in
Penang Penang is a Malaysian state located on the northwest coast of Peninsular Malaysia along the Strait of Malacca. It has two parts: Penang Island, where the capital city, George Town, is located, and Seberang Perai on the Malay Peninsula. Th ...
, with a secondary hub at
Kota Kinabalu International Airport Kota Kinabalu International Airport (KKIA) is an international airport in Kota Kinabalu, the state capital of Sabah, Malaysia, approximately southwest of the city centre. In 2024, the airport handled over 7.95 million passengers, making i ...
in
Sabah Sabah () is a States and federal territories of Malaysia, state of Malaysia located in northern Borneo, in the region of East Malaysia. Sabah has land borders with the Malaysian state of Sarawak to the southwest and Indonesia's North Kalima ...
. Firefly’s fleet includes ATR 72-500 turboprop aircraft for short-haul routes and
Boeing 737-800 The Boeing 737 Next Generation, commonly abbreviated as 737NG, or 737 Next Gen, is a twinjet, twin-engine narrow-body aircraft produced by Boeing Commercial Airplanes. Launched in 1993 as the third-generation derivative of the Boeing 737, it ha ...
aircraft for
medium-haul In aviation, the flight length or flight distance refers to the distance of a flight. Aircraft do not necessarily follow the great-circle distance, but may opt for a longer route due to weather, traffic, to utilise a jet stream, or to refuel. Co ...
and higher-capacity services. After a decade-long hiatus, the airline resumed jet operations in 2021, repositioning itself as a low-cost subsidiary of Malaysia Airlines and significantly expanding its network and service offerings. As part of the Malaysia Aviation Group (MAG), Firefly complements Malaysia Airlines by focusing on point-to-point connectivity, serving 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 Penang International Airport (PIA) is an international airport in George Town, Penang, George Town, the capital city of the States and federal territories of Malaysia, Malaysian state of Penang. The airport is located at the southeastern tip of ...
to
Kota Bharu Kota Bharu ( Kelantanese: ''Koto Baghu''), colloquially referred to as KB, is a town in Malaysia that serves as the state capital and royal seat of Kelantan. It is situated in the northeastern part of Peninsular Malaysia and lies near the mout ...
. Initially, the airline operated a fleet of two 50-seater Fokker 50 aircraft. 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 Langkawi, officially known as Langkawi, the Jewel of Kedah (), is a duty-free island and an archipelago of 99 islands (plus five small islands visible only at low tide in the Strait of Malacca) located some 30 km off the coast of northwe ...
,
Alor Setar Alor Setar ( Kedah Malay: ) is the state capital of Kedah, Malaysia. It is the second-largest city in the state after Sungai Petani and one of the most-important cities on the west coast of Peninsular Malaysia. It is home to the third-tallest ...
and
Kuala Terengganu Kuala Terengganu (; Terengganu Malay language, Terengganu Malay: ''Kole Tranung''), colloquially referred to as KT, is the administrative, economic and royal List of capitals in Malaysia, city of the state of Terengganu, Malaysia. Kuala Tereng ...
, with regional hubs like
Penang Penang is a Malaysian state located on the northwest coast of Peninsular Malaysia along the Strait of Malacca. It has two parts: Penang Island, where the capital city, George Town, is located, and Seberang Perai on the Malay Peninsula. Th ...
and Subang. In June 2007, Firefly’s parent company,
Malaysia Airlines Malaysia Airlines ( Malay: ''Penerbangan Malaysia'') is the flag carrier of Malaysia, headquartered at Kuala Lumpur International Airport. The airline flies to destinations across Europe, Oceania and Asia from its main hub at Kuala Lumpur Int ...
, signed an agreement to acquire ten
ATR 72-500 The ATR 72 is a twin-engine turboprop, short-haul regional airliner developed and produced in France and Italy by aircraft manufacturer ATR. The number "72" in its name is derived from the aircraft's typical standard seating capacity of 72 pa ...
turboprop A turboprop is a Gas turbine, gas turbine engine that drives an aircraft Propeller (aeronautics), propeller. A turboprop consists of an intake, reduction drive, reduction gearbox, gas compressor, compressor, combustor, turbine, and a propellin ...
aircraft, with an option for ten additional units. The first ATR 72-500s began arriving in August 2008, replacing the aging Fokker 50 fleet. 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. To further enhance its operational capabilities, Firefly introduced the ATR 72-600 model in 2009. 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 frequency 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. The airline placed an order for 30
Boeing 737-800 The Boeing 737 Next Generation, commonly abbreviated as 737NG, or 737 Next Gen, is a twinjet, twin-engine narrow-body aircraft produced by Boeing Commercial Airplanes. Launched in 1993 as the third-generation derivative of the Boeing 737, it ha ...
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 Capital A Berhad (), operating as AirAsia (stylised as ''airasia'') is a Malaysian multinational low-cost airline headquartered near Kuala Lumpur, Malaysia. Established in 1993 and commencing operations in 1996, the airline is the largest in M ...
. 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 Kuching ( , ), officially the City of Kuching, is the capital and the most populous city in the States and federal territories of Malaysia, state of Sarawak in Malaysia. It is also the capital of Kuching Division. The city is on the Sarawak Ri ...
and
Kota Kinabalu Kota Kinabalu (; formerly known as Jesselton), colloquially referred to as KK, is the state capital of Sabah, Malaysia. It is also the capital of the Kota Kinabalu District as well as the West Coast Division of Sabah. The city is located on the ...
, along with international flights to
Bandung Bandung is the capital city of the West Java province of Indonesia. Located on the island of Java, the city is the List of Indonesian cities by population, fourth-most populous city and fourth largest city in Indonesia after Jakarta, Surabay ...
and
Surabaya Surabaya is the capital city of East Java Provinces of Indonesia, province and the List of Indonesian cities by population, second-largest city in Indonesia, after Jakarta. Located on the northeastern corner of Java island, on the Madura Strai ...
. 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 Batik Air Malaysia (formerly known as Malindo Air) is a Malaysian full-service airline and a subsidiary of Indonesia's Lion Air Group. Headquartered in Ara Damansara, Petaling Jaya, Selangor, the airline operates domestic and international fligh ...
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.Firefly to only run turboprop planes
The Sun Daily
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.


2012–2019: Consolidation, Market Positioning and Financial Struggles

Following the cessation of Firefly’s jet operations in 2011, the airline refocused on its core regional turboprop services. 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. 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. 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. 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.


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

The global
COVID-19 pandemic The COVID-19 pandemic (also known as the coronavirus pandemic and COVID pandemic), caused by severe acute respiratory syndrome coronavirus 2 (SARS-CoV-2), began with an disease outbreak, outbreak of COVID-19 in Wuhan, China, in December ...
, 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. The airline reintroduced Boeing 737-800 aircraft to its fleet, focusing on domestic routes from
Penang International Airport Penang International Airport (PIA) is an international airport in George Town, Penang, George Town, the capital city of the States and federal territories of Malaysia, Malaysian state of Penang. The airport is located at the southeastern tip of ...
to key destinations such as
Kota Kinabalu Kota Kinabalu (; formerly known as Jesselton), colloquially referred to as KK, is the state capital of Sabah, Malaysia. It is also the capital of the Kota Kinabalu District as well as the West Coast Division of Sabah. The city is located on the ...
,
Kuching Kuching ( , ), officially the City of Kuching, is the capital and the most populous city in the States and federal territories of Malaysia, state of Sarawak in Malaysia. It is also the capital of Kuching Division. The city is on the Sarawak Ri ...
and
Johor Bahru Johor Bahru, abbreviated as JB, is the capital city of the Malaysian state of Johor. It is the core city of Johor Bahru District, Malaysia's second-largest district by population and the second-largest district economy. Covering an area of ...
. 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

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. In 2023, Firefly designated Kota Kinabalu International Airport as its secondary hub to enhance connectivity across
Borneo Borneo () is the List of islands by area, third-largest island in the world, with an area of , and population of 23,053,723 (2020 national censuses). Situated at the geographic centre of Maritime Southeast Asia, it is one of the Greater Sunda ...
. 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 Tawau (), formerly known as Tawao, is the capital of the Tawau District in Sabah, Malaysia. It is the third-largest city (or town)While Tawau have a population of more than 100,000 of which is considered city elsewhere in the world it is offic ...
and
Sandakan Sandakan () formerly known at various times as Elopura, is the capital of the Sandakan District in Sabah, Malaysia. It is the second largest city in Sabah after Kota Kinabalu. It is located on the Sandakan Peninsula and east coast of the sta ...
, as well as Kuching with
Miri Miri () is a coastal city in north-eastern Sarawak, Malaysia, located near the border of Brunei, on the island of Borneo. The city covers an area of , located northeast of Kuching and southwest of Kota Kinabalu. Miri is the second largest ...
. 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. On 16 June 2024, Firefly resumed flights to
Kuala Lumpur International Airport Kuala Lumpur International Airport is the main international airport serving Kuala Lumpur, the capital of Malaysia. It is located in the Sepang District of Selangor, approximately south of downtown Kuala Lumpur and serves the Greater Kuala L ...
with a
Boeing 737-800 The Boeing 737 Next Generation, commonly abbreviated as 737NG, or 737 Next Gen, is a twinjet, twin-engine narrow-body aircraft produced by Boeing Commercial Airplanes. Launched in 1993 as the third-generation derivative of the Boeing 737, it ha ...
after 13 years of hiatus. 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 Japan is an island country in East Asia. Located in the Pacific Ocean off the northeast coast of the Asia, Asian mainland, it is bordered on the west by the Sea of Japan and extends from the Sea of Okhotsk in the north to the East China Sea ...
and
South Korea South Korea, officially the Republic of Korea (ROK), is a country in East Asia. It constitutes the southern half of the Korea, Korean Peninsula and borders North Korea along the Korean Demilitarized Zone, with the Yellow Sea to the west and t ...
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.


Destinations

As of March 2025, Firefly have served these following destinations:


Codeshare agreements

Firefly has
codeshare agreements A codeshare agreement, also known simply as codeshare, is a business arrangement, common in the aviation industry, in which two or more airlines publish and market the same flight under their own airline designator and flight number (the "airli ...
with these airlines: *
Malaysia Airlines Malaysia Airlines ( Malay: ''Penerbangan Malaysia'') is the flag carrier of Malaysia, headquartered at Kuala Lumpur International Airport. The airline flies to destinations across Europe, Oceania and Asia from its main hub at Kuala Lumpur Int ...
* MASWings


Fleet


Current fleet

, Firefly operates the following aircraft:


Former fleet


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. 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.


See also

*
List of airlines of Malaysia This is a list of airlines in Malaysia. The airlines are sorted alphabetically by activeness and type. Scheduled airlines Charter Airlines Cargo airlines See also

* List of defunct airlines of Malaysia * Airline codes, List of all ai ...
*
Transport in Malaysia Transportation in Malaysia started to develop during British colonial rule, and the country's transport network is now diverse and developed. Malaysia's road network is extensive, covering 290,099.38 kilometres, including 2,016.05 km of ...


References


Bibliography

* Karim, F.N., "Firefly to start services April 2", ''Business Times'', 15 March 2006 * Yeow, J. & Francis, I., "MAS to launch Firefly", ''The Sun'', 15 March 2006


External links


Official website
{{DEFAULTSORT:Firefly (Airline) 2007 establishments in Malaysia Airlines of Malaysia Low-cost carriers Malaysia Airlines Privately held companies of Malaysia Airlines established in 2007 Malaysian companies established in 2007