In an exclusive interview, Women’s Tabloid is thrilled to chat with the powerhouse that is Ms. Hani Ezra Hussin – Senior General Manager (Commercial Services) of Malaysia Airports. With vast experience in the retail, marketing and branding sectors, Ms. Hani has made a remarkable impact at Malaysia Airports. Joining the company in 2016, she rose to her current role as Senior General Manager, Commercial Services in 2021 after successfully leading as General Manager, Commercial Business. 

Her career trajectory has been nothing short of inspiring, from her early days in the fast-moving consumer goods industry to her pivotal role at an iconic shopping mall situated in the heart of KL, where she revolutionized marketing strategies and customer service. Now, she is at the helm of transforming Malaysia Airports into a regional hub, blending innovation with customer-centric strategies. 

As the visionary behind the Commercial Reset at Malaysia Airports, Ms. Hani is changing the way we view airports, making them much more than mere transportation hubs. Our team sat down with this incredible leader to hear her thoughts on her career, her journey to success, and her vision for the future. 

Let’s dive into this empowering conversation with Ms. Hani Ezra Hussin! 

Women’s Tabloid: Congratulations on winning Women’s Tabloid’s Best Woman Leader in Airport Commercial Innovation 2024! What does this recognition mean to you, and how do you feel it reflects your journey in the aviation and retail industry?

HANI EZRA HUSSIN: Thank you. It’s an honour to receive Women’s Tabloid’s Best Woman Leader in Airport Commercial Innovation 2024. This recognition feels like a celebration of not just my personal journey, but the collective efforts of my incredible team and the industry partners who have supported me along the way. 

For me, it highlights the impact of innovation and customer-centric thinking in transforming airport commercial spaces into vibrant lifestyle destinations. My career has always been about creating special, memorable experiences for consumers, while ensuring commercial sustainability. This award affirms that we are on the right path, pushing the boundaries of what’s possible in airport retail. 

It’s a wonderful milestone, and I hope it inspires other women in the industry to lead with vision and creativity. 

WT: Over the years, how have you seen the role of airports evolve beyond transportation hubs, especially with the rise of retail and customer-centric experiences? 

HEH: Airports have undergone a remarkable transformation, from being mere transit points to becoming dynamic lifestyle destinations. Today, they are the starting point of experiences, connections, and lasting impressions. 

With the rise of premium retail, diverse dining, and immersive entertainment, airports are becoming increasingly customer-centric. Travellers no longer seek just efficiency, they expect convenience, comfort, variety, and even a touch of luxury. In many ways, the airport experience now rivals that of high-end shopping malls. Retail plays a central role in this evolution, not only enhancing the sense of place and cultural identity, but also contributing significantly to non-aeronautical revenue. 

Recognising this shift, we introduced the Commercial Reset strategy in 2018 to elevate Malaysia Airports’ retail profile as a true lifestyle and shopping destination. The strategy focuses on securing compelling brands and airport exclusives, anchored by four key pillars: retail, dining, ‘retail-tainment,’ and sense of place. Together, these elements reimagine our terminals as experience-led environments that blend global appeal with local character. 

The integration of digital services and curated experiences has also been a game changer in redefining how travellers engage with airport spaces. From personalised shopping journeys to cultural showcases, airports today offer gateways to discovery in more ways than one. This ongoing transformation is all about elevating the traveller’s journey, making it seamless, engaging, and memorable. 

WT: With over 20 years of experience in marketing, retail, and branding, what challenges and opportunities have you encountered while transitioning from managing diverse retail portfolios to leading commercial services for Malaysia Airports?

HEH: Since joining Malaysia Airports in 2016, transitioning into a leadership role within commercial services has been both a rewarding and transformative journey. One of the key challenges has been navigating the unique complexities of the aviation industry, where commercial strategies are deeply intertwined with passenger flow, evolving travel patterns, and the diverse needs of international and domestic travelers. Unlike traditional retail spaces, airport commercial planning requires a strategic balance between maximizing revenue and enhancing the overall passenger experience. 

Another challenge lies in curating a retail and F&B ecosystem that resonates with a global audience while preserving Malaysia’s rich cultural identity. As airports serve as the first and last impression of a destination, it has been essential to integrate a mix of world-renowned brands and local favorites-offering travelers both familiarity and a sense of discovery. Creating this balance ensures that Malaysia Airports is not just a transit hub but a showcase of the country’s vibrant culture and hospitality. 

On the opportunity side, my role has allowed me to reimagine how airports can evolve beyond traditional commercial spaces. Travelers today seek more than just shopping and dining; they are looking for meaningful, immersive experiences. This has opened up exciting opportunities for the team and myself to collaborate with leading global and local brands, leverage digital innovations, and introduce experiential retail concepts that align with shifting consumer behaviours. Airports are no longer just transit hubs – they are destinations in themselves. 

WT: The Commercial Reset initiative you’ve led has been instrumental in repositioning Malaysia Airports. Could you elaborate on what the Commercial Reset entails and how it has transformed the airport retail landscape? 

HEH: The Commercial Reset initiative has been a transformative strategy for Malaysia Airports, aimed at repositioning our commercial offerings to better meet the evolving needs and expectations of travelers. At its core, the initiative focuses on enhancing the overall passenger experience by turning airports into lifestyle hubs, where retail, dining, and services go beyond the transactional and become part of the journey. 

Key aspects of the Commercial Reset include rethinking our retail mix, introducing more experiential and premium brands, and elevating the sense of place within our airports. Also, we work on creating a balance between international luxury names and local brands, ensuring that shoppers can experience a blend of global recognition and authentic Malaysian culture. Another important element is the integration of digital technology, from touchless payments to personalized shopping experiences and pre-flight services. 

To date, I am proud to announce substantial progress in our Commercial Reset initiative, achieving 90% completion, with full completion targeted by mid-2025. This achievement reflects our commitment to transforming our commercial spaces into vibrant, world-class destinations.

Passenger volume recovery has been encouraging, achieving a 89.1% recovery rate by handling 93.8 million passengers in 2024, compared to pre-pandemic levels. While we anticipate natural shifts in occupancy trends, we remain steadfast in achieving near-full capacity by mid-2025, further enhancing the airport experience and reinforcing our position as a global travel hub. 

The Commercial Reset has not only transformed the airport retail landscape by offering a more curated and engaging experience but has also had a positive impact on commercial revenues. 

WT: With the aviation industry undergoing rapid changes, especially post-pandemic, how are you adapting marketing and retail strategies to keep up with new consumer behaviours? 

HEH: The post-pandemic landscape has transformed consumer behavior, making it essential for us to adapt our marketing and retail strategies accordingly. 

Today’s travelers seek more than just products and services; they crave a cultural experience. Culinary traditions offer a window into a culture’s history, evolution, and uniqueness. An authentic dining experience not only satisfies the palate but also creates lasting memories worth sharing. The key lies in striking the right balance between the excitement of discovery and the comfort of familiarity. 

Sense of place is a critical driver of Malaysia Airports’ strategy, highlighted by the network of elegant Sense of Malaysia stores that embody national culture. Local gifting and souvenir brands such as Borneo Pearls, Kapten Batik and Royal Selangor feature products infused with rich cultural stories and heritage. These helped drive +40% sales growth for the souvenir category against 2019. 

We have observed that brands with compelling stories resonate more with customers. For instance, the cultural story behind products like Borneo Pearls, with its rich heritage, drives 60% higher Average Transaction Value (ATV) than typical categories-demonstrating the power of storytelling in influencing consumer choices. 

The localised approach extends fully to dining, with a blend of homegrown brands (representing 40% of the offer) complementing popular international brands (60%) in the commercial mix. Local restaurants that contributed to a +40% leap in F&B sales in 2024, surpassing 2019 figures, include Petit Café, Chef Wan, Kitchen by Open House, Jibby Chow, Serai and Grandmama’s. By nourishing both the stomach and the heart, we transform airport dining into a memorable and enriching part of the travel experience. 

As a woman in leadership, I have also had to navigate the complexities of breaking through certain biases and barriers that still exist. Building confidence, knowing your worth, and finding a strong support system-both within your organization and externally—have been essential for me. 

To women aspiring to leadership roles in aviation or retail, my advice is to believe in your vision and trust your capabilities. Don’t shy away from challenges-see them as opportunities to prove your value and push the boundaries of what you can achieve. Cultivate resilience, because the journey is not always easy, but it’s worth it. Also, don’t hesitate to seek mentorship or build a network of allies who can guide you along the way.

WT: Looking ahead, how do you see Malaysia Airports playing a role in shaping the broader aviation and retail industries in the region?

HEH: Looking ahead, Malaysia Airports’ Commercial Services unit is set to transform airport retail by curating a premium lifestyle experience that goes beyond travel. By offering a thoughtfully selected mix of food and beverage, beauty, fashion, luxury, and specialty services, we aim to create a vibrant, memorable space where every passenger can indulge, discover, and unwind. With the many store additions and upgrades planned for the year alongside a focus on fresh, vibrant festive campaigns and shopping experiences, 2025 will reinforce KLIA’s status as a leading hub to welcome Visit Malaysia Year 2026.

Our goal is to redefine the airport experience by bringing together a mix of internationally renowned brands and local gems,providing travelers with a truly unique blend of offerings. From upscale dining and culinary showcases to beauty and wellness pop-ups, fashion boutiques, and designer labels, we’re committed to creating an immersive environment where every touchpoint reflects a high-quality, engaging lifestyle experience.

By prioritising experiential retail, we aim to transform airport visits into enriching moments. Passengers will find personalized services and exclusive products that elevate their journey, whether it’s a quick refresh before a flight or an in-depth shopping experience. This approach is all about meeting—and exceeding—modern travelers’ expectations, creating a space where convenience, quality, and luxury converge.