Company: Malaysia Airports Holdings Berhad (MAHB)
Company Description: Malaysia Airports is one of the world’s largest airport operator groups in terms of number of passengers handled. It manages and operates 39 airports in Malaysia and is undergoing a series of exciting developments as part of our comprehensive Commercial Reset strategy, aimed at elevating the shopping and travel experience for travellers.
Nomination Category: Individual Awards Categories
Nomination Sub Category: Female Executive of the Year – Consumer Services –11 to 2,500 Employees
 Nomination Title: Hani Ezra Hussin, Senior General Manager of Commercial Services
- Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 31 words used.
- Which will you submit for your nomination in this category, a video of up to five (5) minutes, explaining the achievements since July 1, 2022 of the nominated woman, OR written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video. If you are submitting written answers to the questions for this category, provide them in the spaces below:
- Briefly describe the nominated individual: history and past performance (up to 200 words):
Total 157 words used.
Hani Ezra Hussin, Senior General Manager of Commercial Services for Malaysia Airports Holdings Berhad, has over 21 years of experience in retail, marketing, and branding. Since joining Malaysia Airports in 2016, she has been pivotal in transforming it into Asia's preferred travel hub.
Hani holds a Chartered Institute of Marketing degree from the UK and an MBA from the University of Dubuque, USA. She began her marketing career in 1997 in the fast-moving consumer goods industry, managing product portfolios and promotional initiatives. In 2003, she transitioned to retail with Suria KLCC, where she led the Marketing division, Customer Service, and Retail Relations, driving growth in retail sales.
Her extensive experience is invaluable in growing Malaysia Airports as a leading regional hub, enhancing profitability, performance, and customer-centric culture. Hani spearheaded the Commercial Reset initiative to elevate the airports' retail profile and reposition them as more than just transportation hubs, highlighted by the annual shopping campaign, Licence To Win.
- Outline the nominee's achievements since July 1 2022 that you wish to bring to the judges' attention (up to 250 words):
Total 193 words used.
No doubt the COVID-19 pandemic significantly impacted the travel industry including airports in Malaysia. In 2020, reports indicated that the Malaysian aviation industry was projected to lose a staggering RM13 billion (around USD 3.1 billion).
Under Hani Ezra Hussin's leadership, the commercial reset strategy was launched to elevate the retail profile of Malaysian airports. This strategy focuses on optimizing revenues through strategic partnerships and innovative marketing activities. A key success factor is the "Commercial Reset" initiative, which reimagined retail spaces to attract top-tier brands. This involves restructuring retail zones and attracting both local and global brands through strategic tenders.
Hani also oversees the Non-Aero Commercial Business & Operations of 39 airports in Malaysia, contributing 50% of the company’s revenue. She manages 91 staff members, including 7 direct reports, and oversees more than 800 retail spaces.
One notable success is the commercial reset at Langkawi International Airport, transforming it into a vibrant retail hub and increasing sales by 77% through the introduction of exclusive brands and enhanced shopping experiences.
Additionally, the iconic Licence To Win shopping campaign was launched in July 2024 to provide a unique rewarding shopping experience for shoppers and travelers.
- Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the nominee's past performance (up to 250 words):
Total 233 words used.
Hani’s leadership has been instrumental in repositioning Malaysian airports as lifestyle destinations rather than mere transportation hubs. Her customer-centric approach and innovative marketing strategies have covered over 800 stores, driving substantial growth in sales and significantly enhancing the passenger experience.
She also spearheaded the country’s first travel-retail online platform, shopMYairports, and implemented Click & Collect services to support Duty-Free sales and launched a series of successful promotions to assist onboard retailers, while also introducing international delivery services to cater to global shoppers.
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Increased Revenue: The innovative projects led by Hani have resulted in substantial growth in commercial revenue for Malaysia Airports. The Licence To Win campaign alone increased user engagement and sales significantly.
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Enhanced Passenger Experience: The various initiatives, including digital transformations and unique marketing campaigns, have enhanced the overall passenger experience, making Malaysia Airports a preferred choice for travelers.
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New store openings: 81% of stores in Malaysia Airports are open and operating as of March 2024. This includes a number of firsts for Malaysia, such as Jamie Oliver, and for any airport worldwide, like Din by Din Tai Fung and Kyochon. Luxury retailers like Bvlgari and the recently opened Hugo Boss further elevated Malaysia Airports’ offerings to attract shoppers.
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Recognition: Hani's efforts have been recognized through various industry accolades, reflecting the success of her innovative strategies. She recently won the 2024 Women’s Tabloid Awards for Best Woman Leader in Airport Commercial Innovation.
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