Royal Brunei: Innovation and partnership key to survival

Royal Brunei Airlines is in the midst of finalising a partnership with an undisclosed foreign govt, the carrier said as it ramps up partnerships and innovation in a competitive ecosystem. RBA CE Karam Chand said the partnership will be finalised and announced in 4 to 6 weeks. Chand described the landscape in Southeast Asia as very challenging because of numerous larger and mature airlines, not only competing in the region but also on the Kangaroo Route between the UK and Australia. He said it is through true hospitality that the airline can set itself aside from competitors. As a relatively small airline, in terms of fleet and manpower size, RBA must draw expertise internationally, such as engaging Saatchi for advertising and launching marketing campaigns from Singapore companies. <br/>